THE MISSING PART
Aktion Baum
Where healthy trees once stood, we now see countless barren stumps, stripped of their crowns by drought and climate change. Together with Aktion Baum, we launched "The Missing Part" for Arbor Day 2026 to transform this all-too-familiar sight into an urgent appeal.
We asked a strikingly simple question: "Do you notice what’s missing here?" Our visual concept uses the void where the tree should be as the message itself. Through bold typography with a bark texture, we turned the missing section of the tree into a perfect metaphor: what is missing is not just a piece of the forest, but the public’s contribution. With the line "Exactly: Your donation," we make it clear that the forest cannot recover on its own. We closed a vital gap - built layer by layer to move people to action.
