Green Collar Case Study
Strategy
After completing our research, the strategy was to build an identity around Green Collar’s highly organized, hard-working nature. And knowing this market as well as we do, we knew this brand promise was very marketable and, as yet, untapped.
Identity
We wanted to visually convey Green Collar’s orderly, industrious personality, but with an accessible, hometown feel. The clean typeface in deep and vibrant greens convey a straightforward and friendly service that is all about healthy, tidy properties. The dual logo – depicting a picket fence in front of a healthy green yard as well as a collared, striped shirt – conveys both their name and the work they do, and yet never feels overworked.
Messaging
Green Collar’s target market is the homeowner that isn’t necessarily looking for a million-dollar landscape, but more for a reliable, straight-shooting service with the same high standards, to take the yard work off their growing to-do list. The tagline “Love your yard” has a double message – it encourages people to give their yard the loving care it needs, and to have a yard they’ll fall in love with. With Green Collar, they’ll achieve both.
Ad Campaign
To introduce the new look and messaging, the ad campaign builds on Green Collar’s core identity traits – clean, friendly, capable guys-next-door that take care of the yard work homeowners don’t want to.
Website Design
The new website maximizes on the opportunity to let people know what Green Collar is all about and the services they provide. The visitor experience is informative and enjoyable with friendly, accessible content and bold, uncluttered visuals.
Visit: www.greencollar.ca
Truck Graphics
A landscaper’s vehicle graphics are one of their most visible touchpoints, and the new Green Collar trucks have the same fresh delivery of their brand message as the logo and ads – attention-grabbing and friendly.
