The Hancock Timber Resource Group, a
subsidiary of the John Hancock Insurance
Company, owns and manages over $1.8
billion of timberland throughout the world.
The group manages these investments
as components of major corporate
pension fund portfolios. This investment
class is a relatively new and somewhat
unconventional investment.

A comprehensive branding program
was critical in building confidence for
the organization and underscoring
the credibility of the investment. A key
strategy was to present complex financial
information in a clear, succinct and
meaningful way.

The basic visual identifier is a stylized
tree rendered in a free-hand manner to
convey the uniqueness of the investment
and the progressive thinking of the
management.

A major component of the
communications program was the
development of systematic and highly
credible publications to convey financial
information, data and projections in a
professional and highly understandable
way.

Particular consideration was given to
internally produced, customized, on-demand
printed publications. We created
formats and templates to ensure
consistency and ease of updating.

We also developed a format for
PowerPoint presentations to ensure
clarity and brand cohesion through this
important medium.

A sign system was developed for
implementation on tree farms worldwide,
contributing to recognition and building
brand awareness.

The signage specifications called for
simple materials and processes that would
be readily available for local fabrication
throughout the world.

To help maintain a high profile for the
brand, we also developed a variety of high
quality corporate gifts and promotional
items.