Urban Gardens To Go Project Book
The glory of gardening: hands in the dirt, head in the sun, heart with nature. To nurture a garden is to feed not just the body, but the soul. - Alfred Austin
Table of Contents Planting the Seed About Us Mission Research Brand Development
Nuturing the Garden Brand Essences Logo Development
Flourishing the Fields Media Assets
Harvesting the Future Action Plan Future Exploration
Project Book
|
Table of Contents
THE
PLANTING SEED
Start up company Based out of Atlanta, GA Urban Gardens To-Go provides ready-made kits, professional support and tutorials, and mobile supply services for start up and maintenance of urban garden spaces.
Page 1
It is our mission To come together as a community and enable contemporary Americans to live healthy and encourage growth of green-gardening practices. Horticulture has great benefits! Growing your own garden can do more than provide flavorful produce. It can improve health, save money and even boost your mood! Community gardens, backyard plots, and window boxes are gaining popularity, yet there is a lack of knowledge to sustain these efforts.
Project Book | Planting the Seed
Competitve Analysis Something about competitve analysis
Page 1
SWOT Analysis
INTERNAL FACTORS
STRENGTHS
EXTERNAL FACTORS
Evaluating the company’s strengths. weakness, opportunities, and threats allows for an adequate and up to date awareness of the market.
OPPORTUNITIES
WEAKNESSES
Improve health
Seasonal restrictions
Cost efficient
Can’t market all resources (ie. natural resources)
Available and convenient
THREATS
Increase food supplies
Global warming
Increase nutrition levels
Materialisti world
Decrease in obesity/ stress reducer Project Book | Planting the Seed
Target Audience Something about target audiences...
Page 1
Persona Development Something about personas...
Project Book | Planting the Seed
Core Values Something about core values.....
Fun
It is our goal to share our passion of gardening and show our community how appealing and exciting gardening is!
Resourceful
It is our goal to provide professional support, supplies, and tactics for members of the community to foster sustianable food and plants. Page 1
Healthy Living
It is our goal to encourage our community to eat better, live better and to be better by making gardening possible.
Convenient
It is our goal to make gardening available and convenient to a wide range of individuals from start up to maintainence.
Community
It is our goal to work together as a community to increase food supplies and overall wellness of those around us.. Project Book | Planting the Seed
THE
NUTURING GARDEN
COLOR PALLETTE The Urban Gardens To-Go Primary and Secondary colors must be used. Increasing or decreasing the color’s black tone by +/- 10 is allowed as a complementary color to the main color.
RGB (204, 34, 41) CYMK (0, 100, 100, 0) PANTONE 485
Pear
RGB (142, 190, 79) CYMK (50, 0, 100, 0) PANTONE 162
Blueberry
Tangerine
Lemon
Strawberry
Tomato
RGB (218, 125, 59) CYMK (0, 63, 90, 0) PANTONE 172
Page 1
RGB (250, 222, 47) CYMK (0, 9, 100, 0) PANTONE 109
RGB (31, 161, 159) CYMK (100, 5, 45, 0) PANTONE 320
RGB (207, 71, 100) CYMK (0, 88, 46, 0) PANTONE 191
Clay
RGB (199, 139, 51) CYMK (12, 57, 100, 0)
Eggplant RGB (125, 43, 139) CYMK (50, 100, 0, 0) Soil
RGB (123, 85, 64) CYMK (37, 67, 78, 25)
VOICE & TONE Something about voice and tone.....
Passionate, Enthusiastic, Energetic, Approachable, Admirable
Project Book | Nurturing the Garden
TYPOGRAPHY The Urban Gardens To-Go typography must always be used. In the case the that a web browser doesn’t support our typography, the following san-serif alternatives are acceptable: Helvectica, Verdana, Arial
Caviar Dreams Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Caviar Dreams Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Page 1
Futura Book AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Futura Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Project Book | Nurturing the Garden
Imagery & Shapes Seeing smiling faces and those in the community makes Urban Gardens To-Go proud. Our imagery should reflect these needs, our values and of course the fruits of our labors!
Page 1
Project Book | Nurturing the Garden
Logo Development Sketches & Surveying Urban Gardens.....
1 Urban Gardens To-Go
4
Urban Gardens To-Go
Urban Gardens To-Go
5 Urban Gardens To-Go
Page 1
3
2
Urban Gardens To-Go
Throughout the logo surveying process,it was interesting to note that logo option 2 was not chosen at all to have any representation of what Urban Gardens To-Go stands for. Close in the rankings came options 1, 3, and 5 when looking at individual questions. However, option 3 had the overall strongest representation of the Urban Gardens To-Go brand image.
Project Book | Nurturing the Garden
Logo Development Full Color Logo Mark The Urban Gardens To-Go Full color logo mark should always be used when possible. Should a background color conflict with any of the colors, a single colored logo mark should be the next option.
Single Color Logo Mark The Urban Gardens To-Go single-colored logo mark should be used when the Full Color logo mark has conflictions. It is acceptable for either the logo mark to stand alone or within an icon
Transparent Logo Mark The Urban Gardens To-Go transparent logo can be used on products, as a bug, and more. When using the transparent logo, the icon or stand alone logo mark is acceptable.
Page 1
Minimum Sizing
Urban Gardens To-Go
2” wide
1” wide
The full Urban Gardens To-Go logo, with the company name, should not be smaller than 2” wide. The logo mark alone must not should not be smaller than 1” wide. If the logo mark must be 1” wide or smaller, the removal of doors and widows is permitted.
Clear Spacing The Urban Garden To-Go logo must be isolated from competing graphics in all directions. For consistent spacing around our logo, the left door of the logo mark should be used as a guide.
Project Book | Nurturing the Garden
Appropriate Logo Usage
Page 1
Project Book | Nurturing the Garden
THE
FLOURISHING FIELDS
OUT OF HOME At Urban Gardens To-Go, out of home marketing is crucial to getting the word out about business to every day people. Whether it be when they are on the go due to their busy lives or passing by in their free time, Urban Gardens To-Go will stay relevant today. Visual representations of Urban Gardens Core Values will be the guide and direction for all designs displayed through out of home marketing.
Page 1
Project Book | Flourishing the Fields
Outdoor Advertising
Urban Gardens To-Go’s outdoor advertising is meant to capture the audiences attention within a few seconds. By keeping it simple, viewers will have time to digest the information while on the go with their busy lives. We stand to make gardening community enjoy a fun and convenient experience towards healthy living.
Page 1
Project Book | Flourishing the Fields
Fleet Wrapping There are two types of vehicles that Urban Garden To-Go utilizes on a daily basis.
When workers are off to assist a member start or maintain a garden, the employees take the semi-truck to ensure any possible tool or supply will be on hand. Page 1
For smaller jobs and small local deliveries, including produce, employees utilize the work vans to get to their destinations as quick as possible. Project Book | Flourishing the Fields
DIGITAL ASSETS At Urban Gardens To-Go maintaining a digital presence is key to reaching out to the desired target audience. Living in a fast pace environment, the community finds it most convenient to have all they need at the tip of their fingers. Urban Gardens To-Go ensures to keep their website, mobile application and social media as current as possible to maintain relevancy and convenience.
Page 1
Project Book | Flourishing the Fields
Mobile Application
Urban Gardens To-Go’s mobile application is made to be as convenient as possible for the users. From a fun and simple approach, Urban Gardens To-Go combines all of their unique services and tips at the palms of every users hand. With individual accounts, gardeners can personalize their application to reflect upon their interests and sustain a healthy garden right in the application!
Page 1
Project Book | Flourishing the Fields
www.UrbanGardensToGo.com Urban Gardens To-Go’s webpage holds all the same information as the mobile app but is designed to hold a bit more complexity when diving into different areas of information. Being able to see more information on the a desktop is easier than a mobile screen.
Page 1
Social Media Social media is an important factor in maintain an online presence. By always staying connected with members of the community, Urban Gardens To-Go can continue to build their network.
Project Book | Flourishing the Fields
PRINT MEDIA At Urban Gardens To-Go, print media is used on a daily basis from corporate to every day guest use. The focus of Urban Gardens To-Go’s print media is aimed towards enforcing healthy living and bringing the community together. Through the use of natural resources and materials, Urban Gardens To-Go is helping to make the world a better place, one step at a time.
Page 1
Project Book | Flourishing the Fields
Stationary Urban Gardens To-Go has to communicate on a daily basis for business, marketing and many other factors. Maintaining consistency through the design of the stationary will help to keep the brand in mind visually for whomever is on the receiving end. Urban Gardens To-Go’s unique stationary is made 80 percent wheat straw and FSC Certified.
Page 1
Urban Gardens Magazine Urban Gardens Magazine is designed for easy reading and access to all the tips and tools one would need for the current season. Member testimonials, quick projects and other fun material are included within the editorial. The magazine uses a variety of soft shapes and elements that add visual interest and capture the readers attention. The magazine subscription includes an option for featured articles to apear on the mobile application
Project Book | Flourishing the Fields
Packaging Urban Gardens To-Go uses a variety of different packaging per different products and supplies. The use of re-sealable bags for potting soil, seeds, and other fertilizers allows Urban Gardeners to have the freshest ingredients to sustain the healthiest garden. Boxes are designed for supplies such as plant markers, plant supports and fastners for easy storage and access when needed.
Page 1
Project Book | Flourishing the Fields
THE
HARVESTING FUTURE
Future Exploration
Page 1
Project Book | Harvesting the Future
A society grows great when old men plant trees whose shade they know they shall never sit in. - Greek Proverb
Urban Gardens To-Go Project Book
Designed by Emily Gagne emilygagne@outlook.com