How Pixeled Eggs Built The Queen's Green Canopy Campaign Website

The Queen's Green Canopy (QGC) was a tree-planting campaign to mark Queen Elizabeth II's Platinum Jubilee in 2022. It asked people across the UK to "plant a tree for the Jubilee".

The Challenge

The website had to inspire people from all walks of life to plant trees, teach them good planting practice and celebrate the Queen, who planted more than 1,500 trees around the world during her 70-year reign. It needed to meet the highest SEO standards, be accessible and be technically robust, so every visitor could find a way to take part.

The Approach

The site launched towards the end of lockdown in 2021. Pixeled Eggs worked with the QGC communications team on a site that matched the uplifting, celebratory tone of the campaign, led by an image of the Queen in nature.

• Plan, Plant, Protect, a simple model for planting best practice, with instructions anyone could follow.
• An interactive map, built with partner agency GGMR, where people pinned their trees and received a virtual plaque. It drove a lot of activity at grassroots level.
• A mosaic. When the project ended, Pixeled Eggs supported a mosaic artwork with The People's Picture, made from thousands of photographs of people and their jubilee and memorial trees.

Pixeled Eggs handled discovery and UX and UI design as part of an extended, cross-agency team, on a strict timeline and working remotely during the pandemic.

The Outcome

After the Queen's death, the campaign was extended for another planting season so people could plant memorial trees. In all, it inspired more than three million trees planted in her honour.