Please do not use this image without permission. Contact studio@mikaylabutchart for licensing inquiries.
While the deadly October 2017 wildfires raged through my hometown of Santa Rosa, California, I designed the “Rose-ilience” image, a nod to the tenacity and regrowth of Santa Rosa's namesake and an illustration of the support I witnessed in the community. This image became the center of my viral fundraising campaign, which raised over $60,000 and other non-monetary aid for fire relief from the sale of merchandise and the efforts of affiliated licensees.
This was the first unique design program to come forward to raise funds for North Bay fire relief, inspiring similar efforts in Sonoma County and, after the December 2017 fires in Southern California, in Ventura as well. In recognition of this campaign I was honored to receive the North Bay Business Journal's Community Philanthropy Award and was recognized as one of the North Bay's 40 under 40 professionals for 2018.
In June 2020 a limited edition of Rose-ilience was released to raise funds for organizations supporting BIPoC causes and the Movement for Black Lives, starting with the NAACP Legal Defense Fund and ACLU. More details to come as this project progresses. Limited edition BLM pins and other merchandise are available here.
“I was born in Santa Rosa and moved to Boston at age 19. When the fires started I immediately bought one of these Rose Resilience pins. About a week later someone ate at the restaurant I work at (in Boston) from CA wearing the same pin. It was the most incredible thing to shake his hand knowing that even though we were here on the east coast, the pins brought us back home. Thank you for that.”
About
I had 3 goals:
Give positivity a visual, too.
While photos, videos, and maps tracking the destruction kept us informed and alert during the wildfires, I felt that the community outreach and support I was witnessing needed a shareable, tangible visual, too. The North Bay is not defined by this disaster and the fellowship we exhibited in the wake of it is not unique to us. I wanted to create an image that transcended devastation and our city limits while being inspired by both.
“This is EXACTLY what we need at this time. Thank you and God Bless.”
“Thank you. Artists figure out a response when others just feel helpless.”
Give the community a sense of collective identity.
I wanted to make an affordable, recognizable icon that anyone, of any age, could wear every day. The image is a recognition of our collective loss and suffering, but also a show of support and a celebration of our hope, solidarity, and kindness. Santa Rosa is a bilingual community, so it was important to me to create an image that spoke for itself, without relying on language. People from 8 different non-English-speaking countries have supported the campaign. Also, children of pre-reading age love it. As an image and not words, Rose-ilience is for everyone.
“You are a genius. Best example yet of how artistic vision can do so much and be a symbol to rally behind. I love it and I thank you. A lot of my family has been displaced and all the love we’re seeing is really amazing. Thank you for doing such a big thing that only you could do.”
Give those with small budgets a way to contribute.
My desire to help with fire relief felt disproportionate to my limited means, and a donation of $15 or so felt too inconsequential to bother. I wanted to create something that encouraged people of similar budgets to contribute, and in return offers a badge of recognition of sorts. Wearing the Rose-ilience image is not only a signal of allegiance but also equates to a tangible donation.
“I have been far from home during all this and I love that I can have something to remind me of home that can also help in some small way.”
“My mom’s house is gone, but it’s people like you that make the situation bearable. Thank you.”
Affiliated Efforts
Thank you to the following local organizations who, by licensing the Rose-ilience image, more than doubled the funds I was able to raise from my sales alone:
SAL Auto, a nonprofit auto shop that funds repairs needed by low-income single mothers, provided services at cost for those displaced by wildfires
Boy Scouts of America Troop 32's "A Thousand Thanks Breakfast" raised $22,000 for the RCU Fire Fund and 3,000 pounds of food for the Redwood Empire Food Bank
Faith Tattoo and Jared Powell of Glass Beetle Tattoo offered the Rose-ilience image as a tattoo design in their fundraising efforts, garnering roughly $12,000 for charity
Brotherhood Board Shop featured the image on a limited-edition skateboard deck, raising $2,000 for fire relief
Law for All provides know-your-rights materials for those affected by the fires
The National Arboreal Society's Britton Fund donated 25% of proceeds ($6,250) from their April 2018 annual charity ride to reforestation efforts in Sonoma County; I designed the Primal Wear bike jerseys worn by participants
The 124th annual Luther Burbank Rose Parade & Festival celebrated first responders and Santa Rosa's 150th anniversary; by partnering with my Rose-ilience campaign, the first local designer they've collaborated with in recent history, the Rose Parade pays tribute to the community's "second responders" as well
“We are so excited that we get to rebuild this community with people like you! ”
“Thank you for this art, it will really be the symbol of Santa Rosa from this point forward. Even though I’m far from home, I’ll always have this with me.”
Stockists
On Fire fireplace shop
3181 Cleveland Avenue
Santa Rosa, CA 95403
Agent Ink Gallery
531 Fifth Street
Santa Rosa, CA 95404
Museums of Sonoma County
425 7th Street
Santa Rosa, CA 95401
Sutter Hospital
30 Mark West Springs Road
Santa Rosa, CA 95403
Sunnyside Cottage
599 Montecito Center
Santa Rosa, CA 95409
Castaway Yarn Shop
100 4th Street
Santa Rosa, CA 95401
Brew Cafe
499 Healdsburg Avenue
Santa Rosa, CA 95401
Brotherhood Board Shop
1422 Mendocino Avenue
Santa Rosa, CA 95401
Stones Throw
8278 Old Redwood Hwy
Cotati, CA 94931
Launch
971 Gravenstein Hwy S.
Sebastopol, CA 95472
“As a lifelong Santa Rosa resident, I can say it’s the creative and generous spirit of citizens like yourself that make our city such a wonderful place to live.”
Community Supporters
Thank you to those who have shared their support and spread the word about Rose-ilience on Facebook, Instagram, Etsy, and beyond by tagging @mikaylabutchart, using the hashtags #roseilience and #mikaylabutchart, or by leaving me a positive review.
“Everywhere I go, people ask about your pin that I wear daily. Thank you again, for creating these. It means a lot to me. It just adds to what we are all doing as a community.”
“Your design is hopeful way to remember this tragic time. I have really seen some wonderful acts of kindness from so many people.”
“Thank you for creating art in a time like this ❤️”
Contributors
The success of this campaign would not have been possible without the various contributions and support of the following family members, friends, and neighbors:
Eleanor Butchart
Benjamin Jacobsen
Melanie Butchart
Loren Butchart
Jim Butchart
Pam Butchart
Michael Barnes
Skye Barnett
Henry Beaumont
Brad Bollinger
Rebecca Erlicher
Loretta Esparza
Frank Freitas CPA
Gwen Gunheim
Jeremy Hanson
Ashleigh Hess
Otis Kaltvedt
Mike Leone
Rhonda Lindsey
Kevin McCracken
Jora Moore
Marjan Moyhee
Gabe Meline
Sallie Miller
Conor Ottenweller
Ian Tavelli
Judy Walker
Mary Wegmann
Redwood Credit Union
Friedman Brothers
On Fire! fireplace shop
Miracle Plum
Forthrite Printing
Serendipitous
Marketplace on Fourth
Luther Burbank Rose Parade & Festival
Social Imprints
Wednesday Night Market
The Museums of Sonoma County
Sonoma State University
Press
KQED Arts
After the fire, a simple rose speaks a thousand words
The Press Democrat
Santa Rosa native raises $20,000 for Sonoma County fire victims through ROSE-ilience pin
In remembrance of those who lost the most
North Bay Fire Relief Fund reaches $18 million in donations for victims
Events rescheduled, canceled in wake of Sonoma County wildfires
ABC7 News
Artists raise funds for North Bay wildfire victims
North Bay Business Journal
27 Sonoma, Marin community philanthropy standouts to be recognized
Here are the North Bay's 40 under 40 professionals for 2018
‘Roseilience’ pin generates $35,000-plus for North Bay wildfire relief
The Oak Leaf
The ROSE-ilience of a devastated community
SVA NYC Features
SVA alumnus Mikayla Butchart on her 'Rose Resilience' pin for Santa Rosa
Sonoma Magazine
Wine Country Fires: Artists and Designers Create Artwork, Decals, Prints for Fire Relief
“Thank you for the perfect symbol of our resilience.”
“The pin brings me comfort through the hard times. The pin is a beautiful work of art. Thank you so much.”
“What a wonderful way to turn this tragedy into something beautiful! We love you, people of Santa Rosa!!!”
“Your pin is beautiful and a great way to help families affected by this tragedy. My family lost their home. I am away at college so I feel very helpless, but doing this feels good because it’s something I can do. Thank you for this.”
