We are thrilled to introduce you to our new brand as we aim to inspire a new generation of leaders in Alberta’s forest sector! We’re here to flip perceptions: forestry is about more than just trees — it’s about futures. Our forest industry already aligns with young Albertans’ values; they just don’t know it yet. Our new brand enthusiastically explores the breadth of opportunities in forestry and celebrates the people, the environmental leadership, and the innovation that make Alberta’s forest sector a great place for young people to grow. The new iconography takes the two bold Ws from “Work Wild” to form a tree — symbolizing growth, sustainability, and connection. We are bringing Work Wild into a new era. Work Wild was built on research informed by youth values, career interests, and motivations from over 10 years ago. It was time for a change.