Go Car Wash had an environmental initiative where every annual membership helped fund the planting of two trees. The challenge was finding a way to communicate that impact quickly and in a way that felt connected to the experience of getting a car wash. I came up with the idea of using a car air freshener as the central visual. It gave us a familiar object to work with while creating a simple visual connection between a car wash, the trees being planted, and the positive environmental impact.

From there, I worked collaboratively with another designer to expand the concept into a larger campaign system. We developed the visual language across different assets such as a growth gauge to measure the impact of the campaign.