In the whirlwind of today’s consumerist society, the easiest choice is not always the best. Price and convenience trump ethical design. The goal of the project was to redirect consumers’ focus to more environmentally conscious solutions. The Forest Stewardship Council stands for confidence in ethical forestry, and brings social responsibility back into the hands of the consumer. The FSC logo is featured as a prominent symbol, and aesthetically the graphics of the ads resemble the official logo. This helps the consumer further identify with the FSC logo and makes products certified by the FSC more recognizable on the shelf. The website name www.searchfsc.com is simple to remember. The intended purpose of the site is to search for products, and the FSC is the certifying agency so both tag words (search and FSC) are used in the URL. The URL also appears to be available. Each piece of the ad campaign is meant to be straightforward and easy to read and remember.