Rooted In L.A.

Brand Identity, Web Design
Studio: Swell Creative Group

Rooted In L.A. is a conceptual campaign that focuses on climate resiliency in Los Angeles. The goal of the campaign was to bring climate change awareness to the local level – to bring solutions that are approachable and relevant to Angelenos. 

Brand Identity
The goal was to create a brand that differentiated itself from traditional climate awareness and environmental campaigns. Photography of Los Angeles nature brought in the greens & earth tones traditionally associated with environmental awareness movements. Yellow as the primary brand color conveys warmth and approachability, supplemented by the hand-drawn illustrations.

The wide variety of typefaces in this brand represent the different voices and generations across Los Angeles. This allowed us to use the typefaces as a typographic palette, mixing the old-school and modern across the website & brand collateral.