MajesTree
How do you create a brand that fuses nature, community, and the noble presence of trees within an urban landscape like Los Angeles?
Brand strategy / Visual Identity / Brand Identity / Merchandise / Stationary / Website Design / Social Media / Brand Guidelines / Logo Design / Branding / Illustration / Advertising
I set out to build a nonprofit brand from the ground up—one rooted in Los Angeles and dedicated to preserving and expanding the city’s urban forest through community-driven efforts. More than just planting trees, MajesTree fosters long-term sustainability, environmental education, and civic engagement, empowering people to take an active role in shaping a greener future.
The challenge was to craft an identity that balances nature, community, and the noble presence of trees, ensuring it feels trustworthy, inspiring, and action-driven.
My challenge
My solution
To meet this challenge, I developed a comprehensive branding system that brings MajesTree’s mission to life through meaningful design, strategic messaging, and community-focused engagement.
The foundation started with a strong name that merges the grandeur of trees with a sense of purpose and unity. To visually represent this, I designed a modern yet organic logo, integrating flowing lines to symbolize growth and connection.
The earthy green palette reinforces sustainability, while the typography balances professionalism with warmth. To ensure a consistent and impactful presence, I developed brand applications across digital and print platforms, making MajesTree an inviting and recognizable force in Los Angeles' environmental movement.
Defining the Brand
MajesTree
Rooted in community, growing together.
Creating a name that reflects the nonprofit’s core activities while incorporating the grandeur of trees was a crucial step. The fusion of "Majestic" and "Tree" creates a name that is evocative, memorable, and deeply meaningful: MajesTree
It represents the impressive beauty, dignity, and strength—qualities inherent to trees.
The tagline, “Rooted in community, growing together,” reinforces the organization’s collaborative spirit, while the brand positioning establishes MajesTree as a leader in urban forestry, engaging diverse stakeholders in the mission to create a healthier, greener, and more sustainable Los Angeles.
Brand assessment
Before designing the visual identity for MajesTree, I needed to establish a clear brand foundation—one that embodies nature, community, and the noble presence of trees. This began with a comprehensive brand assessment, defining the organization’s mission, vision, values, target audience, and positioning to ensure a cohesive and impactful identity.
Brand positionning statement
MajesTree is the leading advocate and steward of Los Angeles’ urban forest, committed to creating a thriving and sustainable ecosystem that enriches the health, well-being, and vitality of our city. Through community engagement, environmental education, and innovative urban forestry initiatives, we empower residents, businesses, and government agencies to collectively preserve and enhance our green heritage, ensuring a greener, healthier, and more resilient future for all.
Logo
Exploration
The idea was to design a logo that would embody the brand's mission and activities, merging nature, urban life, and a sense of grandeur.
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