01 — Project details
ForestryWorks had strong roots in Alabama, but as it set its sights on regional growth, the brand needed a clearer, more compelling story—one that captured the pride, purpose, and practicality of a forestry career. Markstein also had to align the messaging with what truly motivates people to pursue and stay in these roles, across both rural and urban communities.
02 — Creative process
What I Did:
Collaborated with strategists and designers to shape a unified campaign narrative
Wrote all new website copy to reflect ForestryWorks’ evolving goals and broader reach
Translated research and interviews into messaging that spoke to multiple audiences
Developed headlines, taglines, and campaign language that connected the dots between workforce development, education, and opportunity
03 — Results
By centering the campaign around real motivations—like outdoor work, job security, and generational pride—we gave ForestryWorks a fresh voice that could scale across states. The messaging helped unify stakeholders, boost awareness, and position the initiative as a vital part of the nation’s economic and environmental future.