Brand character development
Unity’s Distance Education orientation needed a spark, so I created Spruce: a friendly, animated guide to represent the brand and make the experience more engaging. I collaborated with an animator to bring this character to life and give students a fun, welcoming introduction to their journey.
Say hello to Spruce!
Rooted in story and purpose: Spruce began as a Maine seedling and grew into a symbol of curiosity, resilience, and environmental stewardship.
Inclusive and emotionally intelligent: Uses they/them pronouns and connects with diverse learners through warmth, humor, and affirming interactions.
Designed for engagement: Appears in sharable animated GIFs, stickers and emojis to deepen student engagement. These were also enticing for faculty and staff.
Visual identity: Cartoony yet grounded, with rounded features and seasonal accessories that evoke approachability, sustainability, and playfulness.
Narrative-driven support: Spruce guides students through their academic journey with encouragement, helpful nudges, and celebratory moments.
Special thanks to animator Adia Montagna
for bringing Spruce to life.
“Meet Spruce” Video Script
This video script introduces Spruce through a story of curiosity, resilience, and lifelong learning, connecting their Maine roots with Unity’s environmental mission and welcoming new students to their own journey of growth.
[Soft music begins. Forest sounds: birds, wind through trees.]
Narrator (calm, warm, welcoming voice):
Spruce began as a small seedling in the woods of Maine.
Rooted in cool northern soil and surrounded by towering pines and rustling leaves, they were shaped by the rhythm of the wild—steady, curious, and full of possibility.
[Visual: A tiny spruce seedling grows slowly in the forest]
Narrator:
Born to move, grow, explore, and learn, Spruce wasn’t content to stay still.
They stretched and reached towards the horizon, drawn to the wider world and all the knowledge it held.
[Visual: Spruce grows taller, their branches reaching out. They reach out and stretch and pop right out of the ground, looking pleased with themselves. They hop towards the sunset on the horizon.]
Narrator:
Spruce journeyed through the seasons.
In the fall, each falling needle was a quiet reminder of growth and change.
In the long winter, they stood resilient, still learning and growing.
In spring, they grew new buds of curiosity and discovered a nest of birds in their branches.
In summer, they spent some time looking at the ocean and dreaming big.
[Visual: Spruce hops from season to season. First the Fall with their needles trailing behind them, then covered in deep snow, they give a little shake, and most of the snow falls off. In Spring, Spruce has new bright green buds and finds a nest of birds in their branches, and Summer, Spruce is gazing out at the ocean]
Narrator:
With every season, Spruce learned more—about the world, about themselves, about what really matters.That deep-rooted desire to learn led them to Unity Environmental University.
[Visual: Spruce discovers Pineland Farms and sees the sign for Unity.]
Narrator:
Through Unity’s Distance Education programs, they discovered a whole new way to grow on their own time, in their own way, and from anywhere they cared to explore.
[Visual: Spruce is exploring trails wearing a backpack. They stop and place their laptop on a flat rock and begin typing away. A bird lands on their laptop screen, and they grin.]
Narrator:
They earned a B.S. in Environmental Studies and went on to complete a Master’s in Carbon Ecology and Management. Their education was a commitment to sustainability and the planet they’ve always called home.
[Visual: Spruce stands tall and proud with their mortarboard and graduate hood.]
Narrator:
Today, Spruce continues their exploration and wants to help new students find their path at Unity.
[Visual: Spruce is hiking along a path and wearing a backpack again. They motion the viewer to follow them.]
Narrator:
No matter where you are or how far you’ve come, you belong here.
And you can reach farther than you ever imagined.
[Visual: Fade into Unity Distance Education logo with tagline. Spruce pops out and waves from the corner.]
Narrator (soft close):
Welcome to Unity. Let’s grow together.
Cache of Digital Downloads
This fun collection of downloadable GIFs, stickers, and emojis brings Spruce into everyday student interactions, offering playful ways to express emotions, celebrate milestones, and build a sense of connection and belonging.
Animated Gifs
- Young Sprucey reaches out, stretches, and pops right out of the ground, looking pleased with themselves
- Spruce hopping along with their needles trailing behind them
- Spruce covered in deep snow, they give a little shake, and most of the snow falls off
- A bird bursts out of Spruce’s branches and they look at the viewer with a slightly embarrassed smile
- Spruce typing on their laptop propped on a flat rock
- Spruce with head tilt and blinking
- Spruce hiking with their backpack and looking around
- Spruce hops into view and waves hello
- Spruce celebrates by tossing their needles
- Spruce falling over
Stickers
- Spruce with snow on their needles
- Spruce with new growth
- Spruce holding a bird nest with a bird inside
- Spruce wearing a backpack
- Spruce with recycling or compost bin
- #TeamSpruce
- “Let’s grow together”
- “Let’s do this!”
- “Inhale… exhale…”
Emojis
- Spruce holding a pride flag
- Spruce with eyebrow raised
- Spruce winking
- Spruce with grimace
- Spruce smiling happily
- Spruce worried
- Spruce embarrassed
- Spruce reading a book
- Spruce with mortar board
- Spruce with a captain’s hat
- Spruce with an old timey spyglass
- Spruce wearing a monocle
- Spruce thinking hard
- Spruce with compass
- Spruce with an idea lightbulb (LED, of course)
- Spruce with a test tube
- Spruce with a field journal
- Spruce gaming with a headset
