Understanding Our Past, Redefining Our Future
Branding, Communications, Creative & Web
Ember Archaeology (formerly Tree Time Archaeology) offers archaeology and historic resources consulting services to a variety of industries and stakeholders. Although a large body of their clients are in the forest sector, they also have experience in oil and gas, municipal, transportation and mining projects. They are also industry leaders in data collection.
Now more than ever, archaeology is key to unearthing Canada’s history. It’s not all about dinosaur bones either. Rather it’s about uncovering local history and letting the stories of the past be told. Ember Archaeology (formerly Treetime Archaeology) came to Habit to establish a new brand that would allow them to tell their story, all while expanding their business into other industries.
Habit’s opportunity was to create a brand unique to Ember Archaeology that represents their values, ethos and what they are passionate about while not removing them completely from Tree Time Services, while simultaneously highlighting their services and value to potential clients.
Create an engaging brand that represented the core of what they do. Ember understands and documents the past, enabling people to share stories, build stronger connections, and define their futures.
Our job was to create a brand for Tree Time Archaeology that showcases them as a capable provider; building trust, recognition and transparency in everything that they do.
Our first task was to create a name to replace “Tree Time Archaeology.” Many names were brainstormed, but one rose to the top — Ember Archaeology. The rationale behind this name is that in history, at the centre of every camp, there is a campfire. After the fire dies down, embers are left, a clue of what was there. “Tree Time Archaeology” uncovers these clues to Canada’s past. Ember also refers to burnt wood, a nod to Tree Time Archaeology’s original name, while still setting it apart. The word “Ember” is also found within the word “reMEMBER,” as this is at the core of what Ember does — remembering the past.
From the name, we began crafting a brand language using a voice and tone that got people interested in what archaeology means to the history of the lands around them.
Three stylescapes (elevated moodboards) were developed around the chosen name, and three key brand attributes: passionate, authentic and expert. The stylescape chosen helped set the tone and vibe for the logo, collateral, as well as help guide further brand language.
After a stylescape was chosen, we then focused on creating a logo that told the story behind the name. In the chosen logo, a collection of rocks form the shape of a fire pit, while leaving negative space in the middle for the shape of an arrowhead. The rocks surrounding the point are orange, which also resembles hot embers or coals from a fire. They are also based inside a grid shape, which is how dig sites are mapped out. Furthermore, the rocks around the negative space also signify fragments, or pieces of a puzzle coming together to tell a story.
A sleek business package and brochure was also created. The business card also doubled as an artifact measurement tool.
Ember often does events in communities, so having a paper brochure option was a great fit for them. This was also provided to them in an easy emailable pdf.
We set out to create a beautiful brand and website for Ember Archaeology that would allow them to communicate their essence to current and future clients and staff members. Feedback so far has been fantastic—everybody is digging their new look.