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 on the NSW Mid North Coast that came to us with a name and no brand. We built its brand identity, from strategy, logo, palette and type to a style guide, then the website: 219 tracked enquiries from July to September 2026, most via Google Ads.

  • Four pages from the MidCoast Tree Solutions brand guidelines: the logo, its clear space, the 60/30/10 colour proportions and the Rubik type hierarchy.
  • The MidCoast Tree Solutions homepage on desktop and phone: the white gum-leaf logo over a dark photograph of eucalypts, with the phone button and quote form.
  • The How It Works section of the homepage: four numbered cards from Get in Touch to Job Done Right, above a Google reviews badge and quote button.
  • The locations page: aerial photographs of Forster and Tuncurry, each with a heading and a short local introduction.

Overview

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

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. So the job was the whole foundation at once: positioning and a voice, a logo and palette that work on a ute door and a phone screen, a style guide, and a website that 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.

    • 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.

    • 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

    Built 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 brand 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 style guide page Our Logo: the gum-leaf sprig in two tones of dark green beside MidCoast in bold with Tree Solutions beneath it.
    Primary logo
  • 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

Colour palette

Three colours in a 60/30/10 balance: Dallas, a warm brown; Forest Green, for the native vegetation; and Asphalt for text. The logo keeps its own deeper green.

  • 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.

Words to use

  • Professional
  • Safe
  • Local
  • Clear
  • Honest
  • Reliable

Words to avoid

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

In use

Matching profile pictures and covers, made before the site went live.

  • Two round profile pictures on near-black inside a brown ring, one with the full logo and one with the symbol alone.
    Profile pictures, with and without the wordmark
  • The style guide’s colour palette page: tint and shade strips for Forest Green #2D5A27, Dallas #6B4C2A and Asphalt #100A03.
  • The style guide page Usage Proportions: a stacked bar labelled 60% Primary, 30% Secondary and 10% Neutral.
  • The style guide page Primary Font: Rubik, shown as a large Aa beside the alphabet and numerals.
  • The style guide page Secondary Font: DM Sans, shown as a large Aa beside the alphabet and numerals.

Technical deep-dive

  • Service, sector and town pages

    Services, sectors and towns each have their own pages, with repeated parts drawn from the CMS.

    • Eight service pages and four sector pages, including 24/7 emergency
    • Town pages fed the services offered there from a CMS collection
  • Built around the quote

    A short quote form and a click-to-call number sit side by side on the homepage, the quote page and the town pages.

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 it stands for, how it sounds, how it looks, and then the site that carries all three.

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