The Elaine Clegg City of Trees Challenge: A Rebrand Rooted in Purpose

The City of Trees Challenge was established to inspire Boise residents to take an active role in urban reforestation, fostering a greener and more sustainable future. As the initiative evolved, it was renamed The Elaine Clegg City of Trees Challenge to honor Elaine Clegg’s long-standing commitment to environmental stewardship and community development. The rebrand needed to reflect this sense of meaning, purposefulness, and care while maintaining an engaging and accessible identity.

Design Approach

The logo update retained the essence of the original identity while incorporating subtle refinements for greater scalability and clarity. The typography and illustration style strike a balance between practicality and fun, ensuring the brand remains both credible and inviting to the community.

A refreshed visual system, including illustrations and imagery, reinforces the themes of responsibility, conservation, and collective impact. The use of organic shapes and earthy yet vibrant colors creates a design that feels grounded, engaging, and community-focused.

Outcome

The updated brand strengthens the initiative’s connection to Boise’s urban landscape while celebrating its deeper mission. It communicates a sense of significance and care, encouraging residents to see their role in tree planting and conservation as both a responsibility and an opportunity. By honoring Elaine Clegg’s legacy, the brand now serves as a lasting symbol of environmental action, ensuring the challenge remains a driving force for positive change in Boise for years to come.

Annual Report

Stickers & Badges

Tree Captain Handbook