The Tree of Life
Industry: Non-Profit, Real Estate, Community Development
Discipline: Brand Identity, Campaign, Web Design
The Tree of Life is a mixed use affordable housing building in the Jamaica Queens New York area. The project was created by First Presbyterian Church in Jamaica (FPCJ) and managed through their non-profit organization First Jamaica Community and Urban Development Center (FJCUDC) from the lack of affordable and community resources in the working class community.
Through a long standing relationship with First Presbyterian Church in Jamaica, we were asked to create a brand identity for this community center and housing development. Our approach was to not be cliche and instead focus on the mission of the church and by extension The Tree of Life center. We therefor began with the Bible as the source and base for our visual identity. Out of it came the word of God and The Tree of Life, whose branches would reach the people.
