Aug 11, 2022

Root For Change: Our Slogan

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Pablo Gonzalez

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In early 2021, we were rethinking our entire business model and identity. Our manufacturers were struggling to embroider our detailed logo. Our color palette felt flat when nature is anything but that. Our old slogan, "Do It For The Trees," wasn't exactly "doing" it for us anymore. It was time for a change.

We underwent a grueling self-reflection and discovery period that led to many heated discussions about our core values and where we wanted to go. After eight long months, we had a new, clearly defined identity we were excited to share with you. Still, we couldn't launch our rebrand because there was one missing piece: a new slogan.

A shared "google doc" sat in a folder with eighty-one slogans we had created throughout many lengthy sessions. The issue was that no matter how much we ideated and deliberated, we could not find one we loved. Here are some of our favorite "could-have-beens":

  1. Do More
  2. Embrace the Growth
  3. Seed Goodness
  4. Take Nature Back
  5. Give Life
  6. Open Your Imagination
  7. Grow The Tree

Some of these weren't too bad. Others sounded like fertility clinics or adult shop slogans. At some point, we really liked "It's Within You."

Who knew nature could have so many double meanings?

We had read somewhere that the best slogans challenge you to act: Nike's "Just Do It," Apple's "Think Different," and Coca-Cola's "Open Happiness." We wanted to create an iconic slogan like them, but we were ready to give up.

One day, in our brand ambassador group chat, Reagan Greny timidly messaged, "How about 'Clothing Rooted in Change'?" All of our eyebrows lifted. Some stated we had "found it!" She was onto something. I loved it and added it immediately to the ever-growing list. Yet, it wasn't necessarily a call to action like the big dogs had.

A few weeks later, late on a stormy night, I re-opened the google doc determined to end the search. I read the list over and over and over again to no avail. Somewhere lost in my delirious exhaustion, lightning provided the spark needed to see that the slogan was always there, masked as Rooted in Change.

It's hard to believe it took us so long. We could all feel we were onto something when our ambassador Reagan sent it to us. I just couldn't decipher it. But when I whispered it that long night, I knew that we had found the one.

Root For Change.


Thank you to all of our ambassadors, past, present, and future, who helped us grow and shape where we will go tomorrow. You were vital in our rebrand and are instrumental in everything we do here at Livelihood.

Cheers to reforesting our beloved cities for a better quality of life for all!

If you love both your city and nature, become a brand ambassador to help make our cities greener.

Root For Change

Shop our new premium shirts.

Made with soft and durable Texas-grown cotton.

We use 25% of our profits to Reforest American cities

6,440 Trees Planted

129 Acres Reforested

309,120 lbs. of co2 stored annually

We use 25% of our profits to Reforest American cities

6,440 Trees Planted

129 Acres Reforested

309,120 lbs. of co2 stored annually

We use 25% of our profits to Reforest American cities

6,440 Trees Planted

129 Acres Reforested

309,120 lbs. of co2 stored annually

We use 25% of our profits to Reforest American cities

6,440 Trees Planted

129 Acres Reforested

309,120 lbs. of co2 stored annually

We use 25% of our profits to Reforest American cities

6,440 Trees Planted

129 Acres Reforested

309,120 lbs. of co2 stored annually

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