Tacoma’s Got Grit

Less concrete. More life. Dig in, Tacoma.

Voice & Vibe:

Grit roots the campaign in local identity and civic pride — the scrappy, DIY, we-built-this-ourselves ethos that defines how many locals see their city. Habitat restoration isn’t framed as an environmental initiative. It’s framed as taking care of your neighborhood, the way Tacoma has always taken care of itself. The tone is direct, unsentimental, and confident — it respects the audience’s intelligence and doesn’t oversell the ask. You show up, you do the work, you see the difference. That’s it.

This concept speaks especially well to audiences who are skeptical of institutional programs and respond better to peer-to-peer energy than top-down messaging. The implicit argument is that caring for open space and planting native species isn’t a green thing or a city thing — it’s a Tacoma thing.

Look & Feel [To be finalized]

Visual direction draws on Pacific Northwest grunge and punk show poster aesthetics — bold distressed typography, high-contrast black and rust and forest green, hand-stamped textures, work boot imagery. Think: a flyer stapled to a telephone pole that you actually stop to read. Raw, tactile, and unmistakably local.

Double-Sided Flyer

Social Media