So, to help inform people and spread the word, we reimagined their website as an organic, interactive and ever-growing place to house all their past, present and future environmental milestones — and we designed the whole thing on what we felt was the perfect foundation: a timeline in the form of a tree ring.

Plotted at points on each reactive and kinetic ring is a wealth of documentary videos, photography and information for people to explore, as well as ways visitors can get involved and help the parks reach this historic goal of eliminating over 100 million pounds of garbage from the planet.

Our idea for a timeline in the form of a tree ring came directly from the DNA of the National Parks. Often times, individual parks will use a cutaway of an ancient redwood tree to show on each ring when significant events in world history occurred, the signing of the Magna Carta, say, or the birth of Abraham Lincoln. We simply executed this digitally in an interactive and uniquely organic way, a UX that charmed visitors into learning about Subaru’s history without it feeling overly academic or lecturing them.

Site traffic jumped from 20,103 in 2014 to 1,013,138 in 2015 — an increase of 5,000 percent, with time spent on the site increasing from an average of 8 seconds to well over 3 minutes — all as a direct result of our efforts. And, most importantly, it firmly established Subaru as a company committed to sustainable behavior and positioned them as uniquely qualified to share their environmental expertise with the National Park Service in hopes of ending garbage in these incredible places forever.