Georgia-Pacific (GP), a global leader in packaged paper products, was facing a challenge in telling its sustainability story to key retail buyers. The industry standard and seal of approval for sustainable forestry only recognized and monitored open market pulp producers vs. the network of family-owned timber farms that supply GP. The Bee Colony immediately recognized that sustainability was inherent in the very way these farmers produce and bring timber to market – through family-owned timber farms that are passed down from generation to generation. By connecting the family legacy aspect of GP’s production process with the generational legacy necessary to sustainability, we created and launched a brand identity and messaging program called “Family Tree.”