Richard and the crew from Pinecone Agency were incredibly accommodating in our very particular build requirements.Incredibly accommodating with our build.
— Tim Zafir

Giving a new MidCoast arborist its brand, its voice and its website

Case study

MidCoast Tree Solutions

MidCoast Tree Solutions is a new arborist business on the Mid North Coast of New South Wales. The owner came to us in January 2026 with a working name, a list of services and no brand. Pinecone Agency built its brand, from strategy and a gum-leaf logo to a style guide, then the website that carries it. From July to September 2026 the site recorded 219 tracked enquiries, most of them through Google Ads.

  • Four pages from the MidCoast Tree Solutions visual identity guidelines on a pale grey board. Our Logo shows the two-tone gum-leaf symbol beside the MidCoast Tree Solutions wordmark. Clear Space Requirement marks 1x and 2x spacing around the full logo and the symbol. Usage Proportions stacks 60% brown, 30% green and 10% near-black. Typography Hierarchy lists the Rubik heading styles from H1 to H6.
  • The MidCoast Tree Solutions homepage on a desktop browser and a phone. A brown top bar reads Tree services across the MidCoast, NSW. Below it, the white gum-leaf logo sits over a dark photograph of eucalypts, with the site’s headline, a click-to-call phone button and the quote form alongside.
  • The How It Works section of the MidCoast Tree Solutions homepage: four numbered cards, “Get in Touch”, “On-Site Assessment”, “Clear, Itemised Quote” and “Job Done Right”, each under a photograph cut on a diagonal, above a bar with a Google reviews badge, a quote button and the phone number.
  • The top of the MidCoast Tree Solutions locations page under the site header: aerial photographs of Forster and Tuncurry, each above the town name, a heading (Your Local Arborist in Forster, Qualified Tree Care in Tuncurry) and a short local introduction.

Overview

Client
MidCoast Tree Solutions
Industry
Arboriculture and tree services
Location
Mid North Coast, New South Wales
Services

The challenge

MidCoast Tree Solutions began as a brief for a new local company. The owner listed the services: arborist works, tree removal, land clearing, habitat works, stump grinding and tree transplanting, for homes and light commercial properties between Forster-Tuncurry and Tea Gardens. There was a working name. There was no logo, no colour palette and no website.

A new trade business has to look established before it has a track record. Our logo brief named the owner’s vehicles as the business’s biggest marketing asset, and the website and social profiles had to tell the same story as the ute door.

So the job was the whole foundation at once. Positioning and a voice, so the business knew what to say. A logo and palette that had to work on a vehicle and on a phone screen. A style guide to keep them consistent. And a website that carries all of it and asks for the quote.

Our approach

  1. Strategy

    The strategy sets out what the business stands for, who it serves and where it sits against the operators around it.

    • Naming research that compared three candidate names and argued against an acronym with no brand behind it, while the owner chose the final name
    • Homeowners from Forster to Tea Gardens named as the primary audience, ahead of commercial and emergency work

  2. Design

    A gum-leaf mark and a palette taken from the local bush.

    • A written logo brief set application tests for the refinement round: a ute door, single-colour vinyl and a small social avatar
    • Concept rounds moved toward the blue gum, and the owner chose the gum-leaf direction at the kick-off call in February 2026
    • Natural greens and browns with no blues, as agreed at kick-off, refined through research into local forest colours

  3. Development

    The website is where the whole identity comes together. It is built in Webflow on the style guide’s own colours and type.

    • A coming-soon page with the logo, a lead form and the phone number, ready by the end of February 2026
    • Service, sector and town pages, a blog and a quote page, with the full site live on 29 April 2026

Brand identity

Pinecone Agency built the MidCoast Tree Solutions brand from a working name: a written strategy, a gum-leaf logo, a three-colour palette, two typefaces and a tone of voice, all in one style guide. The website was then built on that guide.

Brand strategy

Positioning

A premium middle ground between small local operators and the large regional and national contractors.

Core values

  • Expertise You Can Trust
  • Local Knowledge, Local Care
  • Respect for Nature
  • Responsive and Reliable
  • Fair and Transparent

Personality

  • Capable, not corporate
  • Local, not folksy
  • Knowledgeable, not preachy
  • Straightforward, not cold
  • Reliable, not boring

Logo

A two-tone gum-leaf symbol, a sprig of four leaves, sits beside the wordmark, with “MidCoast” in bold and “Tree Solutions” in a lighter weight. The symbol also works on its own, as the favicon and the social avatar.

  • The MidCoast Tree Solutions logo on white: a sprig of four gum leaves in two tones of dark green, beside MidCoast in bold with Tree Solutions beneath it in a lighter weight, both in dark green.
    Full logo on white
  • The MidCoast Tree Solutions logo reversed out on a warm near-black square: the gum-leaf sprig in white and pale grey beside the wordmark in white.
    Full logo on Asphalt
  • The MidCoast Tree Solutions symbol on its own on white: a sprig of four gum leaves in two tones of dark green.
    Symbol on white
  • The MidCoast Tree Solutions symbol on its own on a warm near-black square: the four-leaf gum sprig in white and pale grey.
    Symbol on Asphalt
  • Clear space set by the height of the leaf: 1x above and below, 2x either side, for the full logo and the symbol alike
  • Supplied in green, white and black, as PDF and PNG
  • Rules for incorrect use: no stretching, no angling, no other typeface and no ground that swallows the mark

Colour palette

Three colours, used in a set balance of 60/30/10. Dallas is a warm brown for reliability and strength, Forest Green stands for the native vegetation, and Asphalt handles text and fine detail. The logo keeps its own deeper green from the master files, outside that balance.

  • Dallas #6B4C2A Primary · 60%
  • Forest Green #2D5A27 Secondary · 30%
  • Asphalt #100A03 Neutral · 10%

Typography

Rubik
Headings, at weight 500 from 64px down to 20px
DM Sans
Body text, and the wordmark in the logo

Tone of voice

Direct and clear, in plain language. Warm, not chatty. The guide also carries messaging for each audience, with homeowners first.

Words to use

  • Professional
  • Experienced
  • Qualified
  • Safe
  • Careful
  • Insured
  • Local
  • MidCoast
  • Regional
  • Clear
  • Honest
  • Reliable

Words to avoid

  • Best
  • #1
  • Guaranteed
  • Leverage
  • Utilise
  • Cheap
  • Discount
  • Always
  • Never

In use

The social kit sat outside the written scope. We made it anyway, so the owner had matching profile pictures and covers before the site went live.

  • Two round MidCoast Tree Solutions profile pictures on a pale grey board, each on a near-black ground inside a brown ring. The left one carries the full white logo, the gum-leaf symbol beside the MidCoast Tree Solutions wordmark. The right one carries the gum-leaf symbol on its own.
    Profile pictures, with and without the wordmark

Technical deep-dive

  • Service, sector and town pages

    Services, sectors and towns each have their own pages on a shared design, and the parts that repeat come from the CMS.

    • Eight service pages, from tree pruning and removal to fire hazard management and emergency work
    • Service pages moved from a CMS template to pages of their own in May 2026, on the same addresses
    • Four sector pages: residential, commercial, government and 24/7 emergency
    • Town pages built one by one, each fed the services offered there from a CMS collection
    • A blog index and post template, part of the original build
  • Built around the quote

    The kick-off agreed two primary actions: a quote form and a phone number. The site keeps them side by side.

    • A short quote form: name, phone, email, suburb, the service needed and optional job notes
    • The form on the homepage, the quote page and the town pages, next to a click-to-call number

Results and impact

The figure comes from the business’s own Google Analytics 4 account, checked on 28 September 2026.

  • 219

    Tracked enquiries

    • 65 quote form submissions
    • 154 taps on the phone number
    • GA4 key events, 1 July to 27 September 2026

Most of these enquiries came through Google Ads rather than organic search.

Key takeaway

A new trade business does not need a brand and a website as two separate projects. It needs one foundation, built in order: what the business stands for, how it sounds, how it looks, and then the site that carries all three. Building them together meant the website started from the style guide’s colours and type rather than a guess at them.

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