By planting trees at scale and working hand in hand with people across the continent of Africa, Tree Aid seeks to create sustainable ways for communities to grow food, earn incomes and restore ecosystems.

With the intention of better enabling the charity to communicate its mission across all touchpoints For The People worked on developing a new strategy, brand narrative and visual identity. Part of this included a new logo. This weaves together the literal; trees and people, with the notion of growth in a simple and single symbol. The mind dances between the two, with flared terminals keeping it from becoming too reductive and cold, giving its branches sweeping upward and grounding characteristics.