Women's Earth Alliance
Developing a brand identity for Women's Earth Alliance's youth environmental health initiative.
Environmental racism creates a devastating health crisis for women and girls in underserved communities—from air pollution that threatens maternal health to toxic exposure that increases risks of cardiovascular disease and diabetes. While these communities bear the brunt of environmental health impacts, they remain vastly underrepresented in environmental science careers. Women's Earth Alliance launched Green Futures to invest in young women's leadership potential, but they needed a brand identity that could speak directly to youth while addressing the urgent intersection of environmental and health justice.
We developed a visual system that grows with the program's ambitions. The Green Futures identity features a seedling inspired by sunflower seeds—symbolizing the growth potential of the next generation. Each program adds its own layer through a stacked logo system that builds like a totem pole, honoring ancestral wisdom while looking toward the future. For Black Girls Green Futures, we created a radiant sunflower icon that pays tribute to Dr. Rasheeda Hawk's pioneering work using sunflowers to heal contaminated soil in south Los Angeles. The sunflower represents joy, power, and regeneration—turning toward the sun just as these young leaders turn toward a brighter future. The typography system balances playful energy with mission-driven gravitas, while a custom pattern gives youth a flexible tool to make the brand their own.
The Green Futures brand system is a creative playground for young leaders to build their own visual stories. As new sub-programs emerge, they'll develop their own custom illustration libraries—creating a growing ecosystem of visual expression that celebrates the diverse communities these young leaders serve. The layering approach transforms brand guidelines from rigid rules into creative tools, empowering these women to become storytellers and visual advocates for their own environmental justice work.
