In the Spring of 2022, I was a part of a design team, which included four other designers: Lisa Watanabe, Eleazar Herradura, Julia Alexander, and Jalen Lam. We were tasked with creating a program name as well as an identity system for the Sierra Club of Hawaiʻi’s 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.

Designed materials include: identity mark, information booklet, stickers, zoom backgrounds, apparel (hats, t-shirts, tote bag).

See how the Sierra Club implemented the design and learn more about their program here.