Abracadabra is a cultural initiative that transforms illustration into environmental action. Featuring sixty donated works by internationally renowned illustrators, the project raises funds for the City of Turin's Gift a Tree programme, supporting the planting of new trees while promoting the value of art as a driver of positive change in public space. The collection continues to live beyond the publication through exhibitions and cultural events across the city. The visual identity builds upon the triangle sign traditionally associated with the word Abracadabra, transforming it into a stylized tree that symbolizes the project's environmental purpose. Starting from this simple graphic gesture, I developed the logotype and a cohesive communication system spanning editorial, exhibition, and promotional applications, creating a recognizable visual language that ties together every touchpoint of the initiative.