Leaf Out Newark
Logo, Branding, and Social Media Campaign
Leaf Out Newark is a city-wide branding campaign developed for Bloomberg Philanthropies and the City of Newark, aimed at inspiring environmental awareness and community pride through the planting of over 1,000 trees each year.
In addition to developing the campaign concept, I led the visual identity, created a flexible logo system, and contributed to key messaging. Grounded in research, the design blends storytelling and strategy to make public initiatives feel personal and engaging.
The phrase "We've got our city covered" works to highlight Newark's tree-planting initiative while metaphorically conveying protection and care for its residents.
As both a visual and verbal identity the copy speaks to "shade" Newark’s future.
Inspired by Fair Isle design, the tree icon is designed to scale from a social media avatar to large-scale civic signage.
Social Media Posters
These social media posters use an overlay technique, placing a cut-out of the logo emblem over photography.
Each image captures a unique way the community engages with the new trees, highlighted through vibrant, playful colors.
Instagram Story
These two Instagram Stories extend the campaign's visual system. One focuses on activities under tree canopy, while the other introduces Nature News, a recurring update on community events and park initiatives.
Small Print Posters
Website Mockup With Horizantal Logo
Billboard Photography Signage Concept
The signage concept uses playful, community-focused photography which is shot from low angles to emphasize the tree canopy. Each image shows the blending of trees, buildings, and people in a way that reflects the parks of Newark.
