Balsam Hill NextGen
Campaign Development, Identity Design, Web Design, Photo Art Direction
Photography by James Baigre
NextGen is Balsam Hill’s long-term sustainability and innovation platform, focused on rethinking how premium artificial trees and décor can be designed, sourced, and manufactured with greater environmental responsibility. As the brand continues to lead in realism and quality, NextGen represents a parallel commitment to material innovation, circularity, and long-term impact.
I partnered with cross-functional teams to help shape and articulate the NextGen initiative as a cohesive brand narrative. Rather than positioning sustainability as a side effort, the goal was to integrate it into the core brand story — aligning innovation in recycled and plant-based materials, pilot recycling programs, and responsible sourcing practices under a unified framework.
The work was developed to scale globally, translating across German, Canadian, UK, French, and Australian markets while maintaining consistency in tone, positioning, and premium brand standards. The result was a clear foundation for communicating Balsam Hill’s sustainability commitments across digital, campaign, and product touchpoints worldwide, reinforcing both brand leadership and long-term strategic intent.
