Brand Identity Intensive
Black Heritage Tree Project
In collaboration with Dr. Alicia Odewale, Archaeologist | Funded by National Geographic
The Challenge
The Black Heritage Tree Project is a living archive, an invitation to remember, honor, and reimagine the landscapes that have held Black life for generations. Led by archaeologist Dr. Alicia Odewale, this project seeks to tell the stories of these silent witnesses.
The project needed a brand identity that could establish credibility, raise visibility, and emotionally connect with diverse audiences. As a storytelling and conservation initiative rooted in cultural, historical, and ecological restoration, the project required a visual identity that could hold both scientific rigor and spiritual reverence—a visual language that invites wonder, grief, and communal healing.
The Approach
We began by immersing ourselves in the project's layered mission: to document, protect, and celebrate trees that have stood witness to Black freedom stories across generations. Through a collaborative brand intensive, we explored the symbolic resonance of trees as living witnesses and cultural anchors.
Visual research emphasized the power of duality: loss and growth, memory and future, stillness and vitality. Typography was carefully chosen to balance iconic display with a grounding sans serif, and a restrained palette of greens and yellows reinforced the project’s connection to land, history, and liberation movements.
The Solution
We designed a logo that visually narrates the heart of the Black Heritage Tree Project. One half of the tree is dormant —bare, reflecting trauma, sacrifice, and the ongoing fight for justice. The other half is full and flourishing, representing generational strength, renewal, and cultural legacy. The roots echo the unseen but vital connections to history and place.
A versatile system of logo variations—horizontal, stacked, submark, and monogram—ensures clarity and adaptability across digital and print platforms. The final identity holds tension beautifully: it's bold yet organic, historic yet forward-reaching, grounded yet alive.
The Impact
The brand identity has given the Black Heritage Tree Project a strong foundation for storytelling, fundraising, and public engagement. With a resonant and memorable logo, the project now visually communicates its mission at first glance, inviting partners—from next-generation activists to environmental conservationists—to join in honoring these living monuments. The design system has enhanced the project's credibility and coherence, equipping it to grow its influence, forge new collaborations, and steward its vision with clarity and care.