Leaf Out Newark
Branding
Campaign Design
Art Direction
Social Media Design
Leaf Out Newark is a city-wide branding campaign designed at Bloomberg Philanthropies for the City of Newark. I created the visual identity, logo system, and campaign materials to inspire residents to “leaf out” and take part in the city’s greening efforts. The playful, community-driven concept brings environmental action to life across digital and print platforms.
Crafting A Voice
The phrase "We've got our city covered" works as both a visual and verbal identity the copy speaks to "shade" Newark’s future. Inspired by Fair Isle textiles, the logo and typography feel warm and approachable while remaining functional at all scales.
Concepting Content
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.
Engaging the Community
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.
Billboard Photography
The signage concept uses 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.
Leaf Mascot
