• by Amy Corr  @MediaPostOTL, August 23, 2016

The U.S. Forest Service and National Association of State Foresters tapped St. John & Partners to redesign the Smokey Bear website to coincide with the icon's 72nd birthday. Designed in coordination with Ad Council, SmokeyBear.com is now more image heavy, content heavy and mobile friendly. This is first major site redesign in eight years. From an educational standpoint, the new site features facts on wildfire prevention and safety as well as the benefits of prescribed fires by professionals. Every page and piece of information on the new site is easy to share, regardless of what device content is viewed on.

"Smokey Bear represents Americana in its most iconic form. His likeness is recognizable, but his message of wildfire prevention is what stands the test of time," said Shane Santiago, vice president and digital director of St. John & Partners. "It was important for us to revive Smokey Bear's image as an information source and present that information in a more approachable format for modern and new target audiences. Through the design of the SmokeyBear.com site, we wanted to pay homage to the longevity and success of the brand and message while conveying the content in an approachable and accessible way."