The Challenge

West Coast Arborists (WCA), a trusted leader in municipal tree maintenance across California, Arizona, Texas and New Mexico, sought a partner to assist with the development of a comprehensive and strategic communication plan along with new collateral materials to better showcase the broad scope of services it provides to clients. As part of this effort, WCA also prioritized new headshot photography to enhance its professional image and strengthen its brand identity across all platforms. The overall goal was to create visually engaging and cohesive materials that communicate WCA’s value, reinforce its reputation as a top-tier service provider and support its positioning as an employer of choice within the arboriculture industry.

Our Approach

WCA partnered with Tripepi Smith to refresh these marketing tools, with a focus on elevating the messaging and visual presentation to match the organization’s high standards and effectively reach key audiences. Tripepi Smith began by reviewing the existing collateral and outreach channels and identifying opportunities to better define target audiences and refine messaging. Following this assessment, the team:

  • Created a strategic communication plan outlining goals, target audiences, messaging priorities and key performance indicators (KPIs) to define and track communication success.
  • Refined the content for both brochures to ensure clarity, alignment with WCA’s mission and relevance to distinct audience segments.
  • Updated the recruitment brochure to highlight company culture, career pathways, employee benefits and the value of a career at WCA.
  • Restructured the Street Tree Revival (STR) brochure to better communicate the program’s product offerings, mission and unique role in urban forestry.
  • Designed clean, cohesive and engaging visual layouts for both brochures, incorporating updated branding, custom graphics and impactful visuals that reflect WCA’s positive contributions to the tree maintenance industry.
  • Delivered print-ready, conference-appropriate materials that WCA can confidently use at career fairs, industry events and community outreach efforts.
  • Recognizing the diversity of WCA’s workforce and potential hires, Tripepi Smith also produced bilingual recruitment brochures in English and Spanish. The Spanish version was translated in-house, maintaining consistency in tone and messaging to enhance accessibility and broaden reach.
The Results

With Tripepi Smith’s design and communications expertise, West Coast Arborists now has several professionally crafted brochures, professional headshots and a strategic communication plan in its marketing arsenal that effectively support its goals and reflect its brand identity.
Key outcomes include:

  • An elevated, modernized image through thoughtfully designed collateral that showcases WCA’s professionalism and values.
  • Bilingual recruitment materials that enable the company to reach a broader, more inclusive audience of potential hires.
  • Stronger messaging around STR’s products and mission, and the benefits of working at WCA, helping to drive both community engagement and workforce development.
  • Increased impact at conferences, job fairs and in the field, with collateral that communicates clearly and makes a strong first impression.

These updated brochures have become essential tools for WCA’s outreach efforts, demonstrating the organization’s commitment to excellence, inclusion and sustainable growth.