campaign identity // merchandise products // digital and print materials

Campaign Identity Design

for a tree-watering initiative in collaboration with Budapest City Council and the city’s municipal parks company

// a water drop, a tree and a city — all in one mark

Client

beeco Kft.

Industry

Environment / Community engagement

Önkéntes Vízadás (“Volunteer Watering”) is a summer campaign by beeco, runs with FŐKERT, Budapest’s municipal parks company. It invites city residents to adopt a thirsty young street tree, water it, log it in the beeco app and collect points along the way.

The brief was to rethink the 2025 campaign look as a beeco sub-brand: clearly part of the beeco family, but with its own voice. It had to mobilise people and feel playful without becoming childish, and work as well on a city-light poster as on a sticker or an app screen.

The mark is a water drop that holds a tree, whose branches turn into the buildings of the city. The drop shows what volunteers give, the tree what they keep alive, and the city where it all happens. A bold electric blue with sky, mint and deep navy, a cut-out street-map pattern make up the system. From there it runs across city-light and A2–A4 posters, social media templates, a beach flag and merchandise, from tote bags and stickers to T-shirts and water bottles.

The campaign name and logo carry a message similar to Volunteer Blood Donation: a single drop can save a life.

This time, however, the focus shifts to nature — showing how even a small contribution can help protect our environment and give trees a chance to thrive.