
Pro No: 65
Baking the: Love You Mama Earth Cake
This project was leisurely concocted over time and has emerged through a variety of artistic lenses including painting, book creation, branding, filmmaking, and storytelling. A multitude of wise and inspirational influences continue to inform its trajectory.
Project Visionary and Collaborator /
Rachael Castell
The incomparable Rachael Castell is the artistic force bringing this project to light. Rachael is a multi-faceted creative; a talented musician, film connoisseur and educator, walking work-of-art, and artist/ philosopher play-mate.

Building a Brand Identity /
Finding the Voice of Love You Mama Earth
1. Create a logo that is hand drawn and accessible, ultimately an invitation for imperfect collaboration.
2. Inject playful, fun energy throughout.
3. Show the multi-faceted and ever-evolving nature of this creative experimental place!


From Robin Wall Kimmerer's Braiding Sweetgrass;
"Knowing that you love the Earth changes you, activates you to defend and protect and celebrate. But when you feel that the earth loves you in return, that feeling transforms the relationship from a one-way street into a sacred bond."
Identifying the Brand Essence /
Feminine.
Flowful.
a Sophisticated Treat.
Smart in her Joy.
Playful.
Courageous.
Crafting a Story with Deep Philosophical Roots /
the myth of the Amanita Muscaria.
Inspirations:


Crafting an Iconic Color Palette/
Weaving the Red Thread
LYME is RED.
Like Pomegranates,
Strawberries,
Mushrooms,
Silly hats,
and LOVE.
Red is also the color of Bravery.
and Courage!
"When you think about the world as made up of gifts given to you by plants and animals and land, you have an ethical dilemma on your hands, because if these are gifts from your relatives, you are talking about eating your relatives. You have to figure out a way that life can be sustained while honoring the lives that are given to you. Western capitalism has no such parallel; why is that? Because we don’t view the world as gifts. We view it as our possessions, natural resources, commodities, so there’s no need for ethical restraint in consumption because it’s all stuff. It’s just objects, not subjects, so we can consume it however we want, which is mostly dishonorably. But the world creates ethical requirements."
- Robin Wall Kimmerer

65 / Love You Mama Earth
Project Credits /
Client: Rachael Castell
Creative Vision: Rachael Castell, Amy Wilson.
Brand, Story & Illustration: Amy Wilson.
Featured Film Playtivists: Hannah Temple, Aston Wilson, Amy Janina Cooper
2022-2025.
Gratitudes /
We are deeply grateful for Rachael's imaginative collaborations & nourishing, playful energy that brings life and joy to our Creative Studio!
And for every clown we meet! ;P