My concept is directly based on the effects that illegal logging has on our beloved planet. "The planet is bleeding" is the message that I have embeded in the entire concept.
Treating the planet as a human being is what we have to do as consumers and citizens. All we do is take, take, take and give back too little. I kept my concept simple and to the point, using a single type face for the message and an illustration of an individual (representing mankind) hacking away on the earth vigorously to translate this message visually. For the URL requested I chose www.bleedingplanet.com because that is exactly what our planet is doing.