This-is-Newark proposes an immediate identity and public relations campaign and a coordinated long-term tree planting plan for Newark, from Newark Airport to the top of Branch Brook Park. The proposal offers an immediate, implement-able installation agenda. Why? To strengthen Newark’s visual identity, facilitate citizen participation, improve public health, enhance real estate values, reduce energy use and carbon emissions, bring in local business, and create the groundwork for Newark’s future green businesses. How? The City of Newark would begin by constructing the first set of gateway moments, while creating systems for the citizens, local businesses and community groups to take over. The City of Newark (with SCAPE and MTWTF as consultants) would provide the plan, the Parks Department, the trees and instructions for planting, and private and public entities in Newark will carry the scheme over the next several years. Sponsorship opportunities and partnerships would be identified immediately. For example, The City of Newark could declare an ‘Arbor Day’ downtown, and prepare tree pits for planting, the Parks Department and community would install the trees, and “the Gap” or other local businesses would donate some of the trees and be responsible for watering young trees along their newly enhanced street frontage.