Project Goal
The goal of this project was to position Hale Hālāwai O Puna a professional, culturally grounded hub that celebrates local artisans, farmers, and storytellers while advancing Puna’s vision for a thriving, resilient community.
The goal of this project was to position Hale Hālāwai O Puna a professional, culturally grounded hub that celebrates local artisans, farmers, and storytellers while advancing Puna’s vision for a thriving, resilient community.
Overview of Client
Hale Hālāwai O Puna is a cultural marketplace and community hub in Pāhoa that supports local artisans, storytellers, and farmers. In a district often seen as lacking opportunity, Hale Hālāwai O Puna demonstrates Puna’s potential, empowering residents and youth while fostering a community-driven economy. Aligned with regional development and resilience plans, the marketplace connects local farmers to broader markets such as tourism, helping homegrown products thrive locally and globally.
Hale Hālāwai O Puna is a cultural marketplace and community hub in Pāhoa that supports local artisans, storytellers, and farmers. In a district often seen as lacking opportunity, Hale Hālāwai O Puna demonstrates Puna’s potential, empowering residents and youth while fostering a community-driven economy. Aligned with regional development and resilience plans, the marketplace connects local farmers to broader markets such as tourism, helping homegrown products thrive locally and globally.
Design Decisions
For the logomark, I created a stylistic ‘umeke to symbolize that exact act of reciprocity and sustainability; holding and protecting what is most precious to Puna which is its people. The wordmark I chose is bold and grounded, like the pillars of that of a traditional hale, reflecting the Puna’s resilience through years of natural disasters. When I have the opportunity to do so as a brand designer, I love incorporating brand patterns to further amplify a brand’s story. What better way than to honor the ʻāina around Pāhoa. The “He Paia Ka Hala” pattern honors Puna’s rugged hala trees, the “Liko O Keahialaka” pattern reflects growth and renewal after the 2018 Kīlauea eruption, and the “Puna Kai Uli” pattern celebrates the dynamic currents of the sea which is also a metahor for the dynamic growth and moment of the people in Puna.
For the logomark, I created a stylistic ‘umeke to symbolize that exact act of reciprocity and sustainability; holding and protecting what is most precious to Puna which is its people. The wordmark I chose is bold and grounded, like the pillars of that of a traditional hale, reflecting the Puna’s resilience through years of natural disasters. When I have the opportunity to do so as a brand designer, I love incorporating brand patterns to further amplify a brand’s story. What better way than to honor the ʻāina around Pāhoa. The “He Paia Ka Hala” pattern honors Puna’s rugged hala trees, the “Liko O Keahialaka” pattern reflects growth and renewal after the 2018 Kīlauea eruption, and the “Puna Kai Uli” pattern celebrates the dynamic currents of the sea which is also a metahor for the dynamic growth and moment of the people in Puna.
Explore More
Explore More
Case Studies
Case Studies
Case Studies
Partnering with kuleana-led leaders to reimagine what impact can look llike through brand strategy and design that honors and elevates Hawaiʻi.
Partnering with kuleana-led leaders to reimagine what impact can look llike through brand strategy and design that honors and elevates Hawaiʻi.
Partnering with kuleana-led leaders to reimagine what impact can look llike through brand strategy and design that honors and elevates Hawaiʻi.
