Pineapple Tweed is a group of communications professionals brought together to deliver a full range of marketing solutions.

Simply put, we love what we do.

Purposefully small and highly skilled in our field, we take a comprehensive approach to our work. We collaborate with and serve our clients on an especially personal level and have a knack for listening to our clients’ unique stories and creating tailor-made communications strategies. 


Founder and President Piia Aarma has over 25 years of experience in communications. Her experience includes corporate communications, public service campaigns, marketing, online communications, branding, national-level lobbying, newspaper reporting and editing, magazine writing and speeches. She has broad industry and functional expertise, with specialties in strategic communications planning, image and positioning, media relations and crisis management.

Locating to Honolulu, Hawaii, from Washington, DC, where she was with the National Association of Manufacturers on both the PR and lobbying sides, she joined Bank of Hawaii in 1987 to lead the company’s corporate communications, including its Pacific, Asia and U.S. Mainland locations for 10 years. In 1997, she started her own PR and marketing consulting firm, Pineapple Tweed, in Honolulu. An active community participant, she is the elected President of the Pacific Club for 2016, a director of KCAA Preschools of Hawaii, Hawaii Nature Center, Women’s Fund of Hawaii, and is the communications chair of Hawaii Green Growth. Piia is a Professional in Residence for the Pacific & Asia Center for Entrepreneurship (PACE) at University of Hawaii and a member of its advisory board; a member of the advisory board of the Manoa Heritage Center and a mentor for BlueStartups. She sits on the board of directors of HiBEAM, an entrepreneur accelerator; and is a federally appointed member and previous chair of the Hawaii-Pacific Export Council.