Episode #2 - ArborCare Tree Service Ltd.

ArborCare has gone viral!

They’re everywhere, I tell you. Everywhere.

You can see them down the street. Out the back and across the lane. On your neighbours’ front lawns. And lookit: they’re even up in the trees on their aerial lifts. ArborCare is so everywhere, you can’t miss them.

ArborCare is so obvious because their fleet graphics – the designs on their vehicles – are so pervasive. Their name is splashed on their trucks to be noticed, understood and remembered. You can see how Kirk uses the power of large format graphics to share his pictorial messages. They’re brave and they’re bold.

 One of many different "leaf patterns" established over the total fleet of aerial trucks.

One of many different "leaf patterns" established over the total fleet of aerial trucks.

“I am a big believer in infographics. They’re powerful communicators in the online world and I’ve been using them my whole career,” says Kirk. “Our brains process pictures all at once as opposed to text, which is processed in a linear fashion. In a world of instant gratification, meaningful imagery gives people what they want.”

He points to the leaf designs on the trucks and says they’re a form of content marketing. “To most people, they’re just colourful leaves which is fine. Leaves mean trees and trees mean ArborCare. And for those people who really know their trees, we’ve given them elm, maple, gingko and horse chestnut leaves.”

Kirk says that branding ArborCare is fun but it is also strategic and tactically smart. “We’ve designed ArborCare vehicles to be mobile ads. They deliver our marketing messages in people’s neighbourhoods and business locales. They tell you who we are and what we do in a qualitative manner.”

 One giant "fishbowl" this unit even came with a "snorkelling" ladybug, ArborCare's marketing mascot.

One giant "fishbowl" this unit even came with a "snorkelling" ladybug, ArborCare's marketing mascot.

Qualitative? Well, who else would be cheeky enough to design a water truck that looks like ArborCare’s? It certainly makes a splash. It gets noticed. Makes some people chuckle. And helps the company earn new business.

It’s no wonder “The Power of Good Design” is Kirk’s motto.