A Many Branches.
One Industry. Campaign


Inspire younger generations to consider a career in the lumber industry by overcoming broadly held misconceptions that it is obsolete, harmful to the environment, and has limited career opportunities.


After extensive research, we created a contemporary new brand identity and implemented a series of advertising and marketing campaigns across multiple channels including educational materials for K through 12 students and college career counselors, sponsored contests and promotions, social media, and a website that functioned as a hub for information and provided immediate access to industry-wide job postings.


An incredible increase in interest from our target audience from an initial 7% to a whopping 68% as the campaign gained traction over the first year. Millennials and Gen Zers entering the workforce were inspired to actively seek employment in a variety of professional career paths including biology, architecture, engineering, environmental management, IT, material science & more.

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.

He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.

An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.

One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.