Leaf Out Newark
Logo and Social Media Campaign
Leaf Out Newark is a city-wide campaign developed for Bloomberg Philanthropies and the City of Newark. The goal is to inspire environmental awareness and civic pride through the planting of over 1,000 trees each year. In addition to developing the campaign concept, I led the visual identity and created a logo system centered on a stylized tree with radiating leaf patterns to represent shade, growth, and collective impact.
The branding was inspired by Fair Isle textiles and designed to feel warm and approachable while staying clear and functional across different formats, from billboards to social media.
Rooted in research and community insight, the design reflects my approach to creative direction by combining storytelling with strategy to make public initiatives feel personal, accessible, and engaging.
Social Media Posters
Concept Board
Website Mockup With Horizantal Logo
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Photography Signage
Leaf Mascot and Character Design
Character Movement
This animated mascot was developed as a playful extension of the Leaf Out Newark campaign, created during the Parsons Animation Certificate Program. Designed to reflect the warmth and optimism of the city’s tree-planting initiative, the character brings a friendly, approachable energy rooted in the campaign’s Fair Isle–inspired logo system.
Research showed that Newark parks are widely used by families, so the mascot was designed to connect with younger audiences and encourage community engagement. I used Duik in After Effects to rig the character for animation, exploring natural gestures and expressive movement to tell the story through motion.
