TreePeople Brand Book by Elizabeth Cabrera

BRAND BOOK

BRAND STRATEGY

“TreePeople’s mission is to inspire, engage, and support people to take personal responsibility for the environment, making it safe, healthy, fun, and sustainable. We share our process as a model for the world.”

MISSION & VISION

TreePeople is dedicated to empowering people to take action and create a greener, more sustainable future by nurturing and protecting urban forests. Through environmental education, community engagement, and innovative tree planting and care initiatives, TreePeople works to improve the health and resilience of urban ecosystems, mitigate climate change, and enhance the quality of life in communities across Southern California.

HISTORY

Founded in 1973, TreePeople inspires and supports the people of Southern California to come together to plant and care for trees, harvest the rain, and renew depleted landscapes. Initially focused on addressing the city’s environmental challenges, TreePeople began by organizing volunteers to plant trees and restore local ecosystems. Over the decades, the organization has expanded its efforts to include urban forestry, environmental education, water conservation, and climate resilience. TreePeople has become a leading voice in advocating for green infrastructure and sustainable solutions, working with communities, governments, and businesses to improve urban landscapes and foster environmental stewardship. Through their unique model, they listen to, equip, and train volunteers to green urban spaces and mountains. TreePeople has activated millions of people in planting and caring for millions of trees. They work with both educators and students to train the next generation of eco-conscious leaders. They manage thousands of acres of land—maintaining habitats and protecting land from development. They develop original, actionable research that drives science-based policy. They also train volunteers to help build a greener Southern California.

IDENTITY

TreePeople’s new strategic position focuses on cultivating a stronger, bolder identity that inspires greater action for environmental change. By refining its message and enhancing its presence, TreePeople aims to become a powerful advocate for sustainable urban ecosystems. This shift is designed to spark a sense of urgency and ownership within communities, urging individuals, organizations, and policymakers to take bold steps toward creating climate-resilient cities. With a clearer, more impactful voice, TreePeople is committed to driving collective action, empowering people to take immediate steps in addressing the climate crisis through tree planting, water conservation, and green infrastructure initiatives.

VOICE

TreePeople’s new strategic position emphasizes cultivating a stronger, more confident voice to amplify its impact and reflect the scale of its actions. With a renewed focus on leadership and advocacy, TreePeople is committed to being a bold, influential force in the environmental movement. By advocating for sustainable urban practices, advancing climate resilience, and championing the importance of trees and green infrastructure, TreePeople aims to inspire greater urgency and action across communities, businesses, and governments. This strategic shift positions the organization as a trusted authority on environmental issues, ensuring that its work is not only seen but heard, driving meaningful change at both local and global levels.

STRATEGIC POSITIONING

AUDIENCE

TreePeople’s new strategic position extends its mission beyond Southern California, with a focus on expanding its reach to wider demographics. The goal is to gain additional support from audience groups that they aren’t already engaged with. There is a focus on appealing to younger audiences, as many of them are motivated to create change and they are the ones that will be most affected by climate change and biodiversity Through innovative partnerships, virtual platforms, and expanded educational programs, TreePeople aims to inspire and mobilize a broader audience to take action for the environment. This strategic shift reflects a commitment to growing a global network of tree advocates, fostering sustainable urban landscapes, and contributing to the fight against climate change on a larger scale.

BRAND ELEMENTS

LOGO

TreePeople’s updated logo combines an organic-style monogram with a bold, modern typeface, reflecting their commitment to both nature and impactful change. The logo can come in variations of colors from the color palette, depending on its usage. The new logo merges the T and P from TreePeople into a monogram logotype. The monogram is paired with a bold, modern typeface with playful accents to reflect the new identity and direction of TreePeople. The monogram, inspired by natural forms, symbolizes the interconnectedness of the environment and creating harmonious balance. Paired with a strong, contemporary typeface, the logo embodies TreePeople’s bold, forward-thinking approach to sustainability. Together, these elements represent a fresh, dynamic identity that captures their mission to drive environmental progress with confidence.

Forest Green

C: 80 M: 58 Y: 63 K: 56 #243837

C: 33 M: 0 Y: 82 K: 0 #b6d55c

Grass Green Snow Sun

C: 0 M: 0 Y: 0 K: 0 #ffffff

C: 0 M: 67 Y: 87 K: 0

Lavender

C: 32 M: 36 Y: 0 K: 0

Black

C: 75 M: 68 Y: 67 K: 90

#f47636

#aca0ce

#000000

COLOR

The updated color palette now includes dynamic colors that embodies the energy of positive change and bold actions. Derived from nature, the colors are designed to inspire optimism, encourage bold thinking, and reinforce TreePeople’s mission to drive impactful, transformative change. The refreshed color palette serves as a visual representation of TreePeople’s dynamic approach to environmental advocacy and their vision for a brighter, more sustainable world.

Primary

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Bennet Display - Bold Italic

Secondary

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Century Gothic - Regular

Body

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

TYPOGRAPHY

Developed to work in perfect harmony with the new logotype, the primary typeface, Halcom is a sans-serif typeface used for headings, sub-headings, and quotes. The secondary typeface, Bennet Display, is used to contrast the boldness of Halcom by adding soft, playful accents reflecting the organic roots of the organization. Century Gothic is used for body text for legibility.

The strong typography of the identity is the focus of a new, more consistent system that heightens the organization’s presence in the community. Headlining text will be in all capital letters, in a similar manner of protest posters and activism, reflecting TreePeople’s dedication to creating impactful change.

GRAPHICS

A key aspect of the new brand identity is the innovative graphic style. With a focus on reaching wider audiences and having stronger voice, an edgier graphic style will be used. Since the brand is rooted in trees, images of foliage are overlayed against each other with grain, stamped, and screen effects. Bold color combinations are used to instantly capture viewers’ attention. Black and white images can also be used to create contrast and support the edgy style.