Hawaiʻi Roots

Identity System for Sierra Club Oʻahu Tree Planting Program

Photoshop 2022 | Illustrator 2022 | InDesign 2022

The Virtual Tree Planting program organized by the Sierra Club was created as a way to get people to plant and care for trees at home as a result of the Covid-19 pandemic. The program consists of a ZOOM master class with Sierra Club tree planting experts and volunteers, where those who are interested in planting trees at home can learn about native plants, discuss plant and tree care, ask questions, and talk story. Following the class, the Sierra Club picks up a variety of trees from local nursery, Hui Kū Maoli Ola and then arrange for people to pick up their trees at one of the tree planting sites on Oʻahu, where they can plant their trees and apply what they learned in the master class.

In the Spring of 2022, I was a part of a design team tasked with creating a program name as well as an identity system for this Virtual Tree Planting program. Shortly after pitching our ideas, Hawaiʻi Roots was born. The concept behind this was that along with the roots being the strongest part of the tree, we also wanted to emphasize the Hawaiian concept of mālama ʻāina. Through the actions of caring for their tree, the person is tied back to the roots of Hawaiian culture that helped Native Hawaiians live a subsistence lifestyle. But, not only that, trees are vital to the environment—they provide oxygen, improve air quality, conserve water, support wildlife, and so on. So with that, these roots that will be planted and cared for will be vital parts of the environment and as they grow over the years, they will help make for a sustainable planet for not only our generation but for generations after us. 

The mark consists of three main components: 1) roots that hang below each letter of the program name which sits in the middle ground of the mark, 2) the program name, Hawaiʻi Roots, and 3) the icons that are composed of illustrations of Native Hawaiian flora as well as tools commonly used in the tree planting process that sit or emulate growth above each letter.

© Image Designs 2022