Freetown the Treetown
Freetown the Treetown is a city-led initiative that combines community stewardship and digital tools to empower residents in Sierra Leone’s capital to plant and monitor trees for a sustainable future.
Brand identity
Freetown the Treetown, part of The Global Mayors Challenge—a competition that helps cities worldwide develop innovative solutions to urban problems—focuses on tree preservation in Sierra Leone’s capital by engaging residents in a "pay-to-grow" initiative. The project encourages locals to plant, grow, and monitor trees and mangroves, using digital tracking to ensure sustainability and environmental restoration.
As of 2024, the initiative has successfully planted thousands of trees, fostering community involvement and raising awareness about the importance of green spaces, all while supporting climate action and local livelihoods.
Brand Strategy
Freetown the Treetown’s brand strategy is focused on being innovative and approachable, combining cutting-edge solutions with a friendly, community-centered approach. It emphasizes nature, sustainability, and inclusivity, aiming to create a meaningful connection with residents while driving climate action.
Design Solution
The design for Freetown the Treetown draws inspiration from a previous logo, featuring the cotton tree, a historic symbol of Sierra Leone. The tree's organic, asymmetrical form represents natural growth, while the earthy color palette and humanist sans-serif typeface create a modern, welcoming look. This design blends tradition with innovation, reflecting the project’s focus on reforestation and community engagement.
“We've partnered with Kara on several brand identity explorations for city programs all over the world; we've also worked on plenty of collateral pieces, from digital to print to swag. Kara's experience and design sense always leads to a smooth and successful collaboration.”
— Kelly Sharp Head of Creative, Delivery Associates
