Work Wild
What We Did
Research
Branding System
Graphic Design
Video Production
Website
Social Media
Banner
Swag
Exploring Forestry. Working Wild.
Project Overview
Work Wild is an Alberta Forest Products Association (AFPA) initiative that helps Grades 7–12 students and educators explore careers in Alberta’s Forest sector through classroom programming and online resources. AFPA engaged The Met Agency to refresh the research foundation, modernize the brand, and rebuild the digital platform to better serve a new generation of career explorers.
The Challenge
The program’s original research foundation dated back to 2009, and the brand and website needed to evolve, both in relevance and usability, so Work Wild could function as a modern, credible, “one-stop” hub for forestry education and career exploration.
The Approach
We followed a research-led rebrand process designed to align stakeholders, validate audiences, and translate strategy into high-impact touchpoints: discovery and research, brand strategy and positioning, identity development, implementation (with the website as the central hub), and a measurement framework for ongoing optimization.
Brand and Strategy
The strategy work established a foundation to guide program direction, messaging priorities, and content architecture, supported by a refreshed creative platform and brand system built for consistent implementation across channels.
Website
The redesigned Work Wild website was built as an interactive hub, helping visitors find what they need quickly, while creating multiple on-ramps into forestry careers.
Key features include:
Clear navigation aligned to user needs (Careers, Job Board, For Educators, and “Get Started” resources).
Interactive career discovery tools (Career Quiz and Career Finder)
Job board postings (employer, deadline, location).
Educator pathway with classroom resources, plus a community publishing area (News/Updates, Benefits & Perks, Career Spotlights).
A listing of forest industry careers, their average salaries, what the educational requirements are and where students can go to get them.
A listing of scholarships that are available to assist students in pursuing forestry-related education and potential careers in the forest industry.
Outcomes
Success was defined as delivering a modern, research-grounded platform that improves usability, strengthens relevance for youth and educators, and creates a scalable foundation for ongoing content and engagement.
“The assets delivered were not only visually compelling, but also thoughtfully developed and true to the research. The refreshed brand material and website are super engaging and eye-catching, both resulting in noticeable increases in program engagement both online and at in-person events.
James’s unwavering positivity and client care continued beyond delivery. He and the team were all committed to ensuring that we are happy with the final product.”
— Aspen Dudzic, Director of Communications
Alberta Forest Products Association
Our Team
James Morrissey, The Met Agency
Derek Blair, Insights Matter
Anne McKinnon, Insights Matter
Chris Reyes, everyother
Isaac Musaasizi, Saints Design
Adrian Watzke, Adrian Watzke Communications
Mark Klassen, Cold Brew Creative