table of contents research
Urban Gardens To Go
5
Strategy & Brand Development
10
brand standards
21
design solutions
26
conclusion
45
references
46
3
research
research Company Overview Market Position Competitive Review SWOT Analysis
Urban Gardens To Go
6 7 8 9
5
company overview introduction
Est. in 2015 in Atlanta, GA
Design Problem Urban Gardens To Go is a new business therefore it was in need of a full identity program, packaging, fleet wraps, and a memorable advertising media plan to promote the benefits of this innovative concept.
Devoted to creating a sustainable food source through
urban gardening.
Horticulture has GREAT benefits!
research
Urba n has b agricult ur e to co come a w e nfron ay t m a prob lems ny .
Urban garden market is on a steady rise.
The Atlanta metro area has plenty of open spaces for urban gardens and combined with its warm climate and long growing season’s food can be cultivated year round.
Market Position Urban Gardens To Go
7
Competitive Review Atlanta Harvest
Atlanta Food & Farm
Differences from Competitors: 1. High-tunnel farm design 2. Local growers connect with consumers 3. Trying to impact distressed areas of the city
Differences from Competitors: 1. Uses the principles of the New Economy movement 2. Is a social enterprise consulting group 3. Offers technical expertise
Atlanta Urban Gardening Program Differences from Competitors: 1. Has outreach programs 2. Teaches gardening 3. Funded by grant sources.
research
swot analysis Urban Gardens To Go
9
strategy & brand development
Strategy & Brand Development Narrative Brand Strategy Media Mix Inspiration Theme & Style Logo Development
Urban Gardens To Go
12 14 15 16 17 18
10
strategy & brand development
Urban Gardens To Go will provide you with the tools and education you need to grow your own. Grow your own produce, grow your own herbs, grow your own plants or grow your own fruits. By growing your own garden you can cultivate tasty produce that is pesticide free, all the while improving your health and saving money. From a community garden to a backyard plot Urban Gardens To Go is there for you through our mobile app or in person we are here to help, so let’s grow something together.
NARRATIVE Urban Gardens To Go
12
strategy & brand development
The goal is to make gardening available and convenient.
Provide ready-made kits professional support, & mobile supply services.
Foster sustainable food gardening, & encourage growth of greengardening practices.
brand strategy Urban Gardens To Go
14
media mix
strategy & brand development
design periods
Bauhaus
Swiss Style
Constructivisim
Piet Mondrian
Henri Matisse
Designers
Saul Bass
inspiration Urban Gardens To Go
16
theme & style
strategy & brand development
27.78% of surveyors chose Sketch 5 because it was very easy to interpret.
logo development - sketches Urban Gardens To Go
18
logo development - Final design
Voice & Tone Typography Color Palette & Shapes Imagery & Textures
Urban Gardens To Go
brand standards
brand standards 22 23 24 25
21
voice and tone The voice and tone of Urban Gardens To Go is direct, friendly, authentic, warm and fun, but still very informative. Urban Gardens To Go is the number one choice in urban gardening, we love to garden from our head to our tomatoes.
brand standards
typography Urban Gardens To Go
23
color palette & shapes RGB 90 170 187 CMYK 64 17 23 0
RGB 230 106 55 CMYK 5 72 89 1
RGB 152 118 92 CMYK 37 50 65 13
RGB 154 178 168 CMYK 42 20 34 0
RGB 227 221 204 CMYK 10 9 19 0
brand standards
imagery & Textures Urban Gardens To Go
25
design solutions
design solutions Brand Identity Out of Home Advertising Social Media Mobile App Packaging Other
Urban Gardens To Go
28 29 32 34 39 42
26
design solutions
BRAND IDENTITY Urban Gardens To Go
28
OUT OF HOME ADVERTISING - BILLBOARDS
design solutions
OUT OF HOME ADVERTISING - BUS STOP ADS Urban Gardens To Go
30
OUT OF HOME ADVERTISING - MOBILE TRUCK
design solutions
social media Urban Gardens To Go
32
design solutions
mobile app - icon Urban Gardens To Go
34
design solutions
With purchase of the grow your own kits buyers get a free download to the Urban Gardens To Go Mobile App.
mobile app - Home / Menu Urban Gardens To Go
36
mobile app - garden connect / tracker The app allows gardeners to connect with each other, see what each other are growing as well as trade produce.
The App also features a place to store pictures of the produce and plants to track their growth.
design solutions
Shop for your favorite Urban Gardens To Go products, right at your finger tips.
Connect to a member of the Green Thumb, they can chat via messenger, phone or live video chat.
mobile app - shop / help Urban Gardens To Go
38
packaging
Level 1: Seed - produces a small garden, great for apartments
design solutions
Level 2: Seedling - produces a medium garden, great for families
packaging Urban Gardens To Go
40
Level 3: Root - ideal size for community gardening
design solutions
other - Uniform Urban Gardens To Go
42
other - Tote Bag
conclusion
conclusion With this new media campain Urban Gardens To Go has the potential to grow the business into other urban areas in the Atlanta and even expand to the whole state of Georgia as well as other neighboring states. There is also opportunity to grow the line of products offered to further create a sustaiable food source through urban gardening.
95%
of surveyors think the campaign is cohesive consistent and appealing.
Urban Gardens To Go
45
references
references Images Mock Ups
Urban Gardens To Go
48 49
46
references
[050.JPG]. Cheriedurbin. Retrieved from http://www.morguefile.com/archive/display/909901 [Bauhaus]. Retrieved from http://www.metmuseum.org/toah/works-of-art/2001.392 [Brick Texture]. Retrieved from http://graphicburger.com/8-brick-wall-textures/ [Calendar]. David Marioni. Retrieved from https://thenounproject.com/search/?q=events&i=9338 [Close up of houseplant]. Retrieved from http://kaboompics.com/one_foto/1019/close-up-of-houseplant-copy-space [Composition No. II, with Red and Blue]. Piet Mondrian. Retrieved from http://www.moma.org/collection/works/79816?locale=en [Constructivism]. Retrieved from http://www.csun.edu/~pjd77408/DrD/Art461/LecturesAll/Lectures/lecture07/Constructivism.html [Garden Infographic]. Retrieved from http://www.freepik.com/free-vector/garden-infographic_790010.htm [Garden Tools]. Mike Wirth. Retrieved from https://thenounproject.com/search/?q=garden&i=23691 [Green Leaves]. Retrieved from http://kaboompics.com/one_foto/265/green-leaves-privet-ligustrum-iii [Home Gardening]. Retrieved from http://kaboompics.com/one_foto/936# [La Gerbe]. Henri Matisse. Retrieved from http://www.henri-matisse.net/paintings/ex.html [Laptop]. Veronika Karenina. Retrieved fromhttps://thenounproject.com/search/?q=website&i=36272 [Love in the Afternoon]. Saul Bass. Retrieved from http://www.saulbassposterarchive.com/gallery/film-posters/ [Magazine]. Glenis Gomez Rios. Retrieved from https://thenounproject.com/search/?q=magazine&i=75077 [Mail]. Creative Stall. Retrieved from https://thenounproject.com/search/?q=email&i=128620 [Pink houseplant]. Retrieved from http://kaboompics.com/one_foto/846/pink-houseplant-for-decoration [Radio Set]. Creative Stall. Retrieved from https://thenounproject.com/search/?q=radio&i=128020 [Swiss Style]. Retrieved from http://www.smashingmagazine.com/2009/07/lessons-from-swiss-style-graphic-design/ [Untitled photograph]. Kasia Serbin. Retrieved from https://stock.tookapic.com/photos/21282 [Untitled photograph]. Retrieved from https://images.unsplash.com/photo-14234836411545411ec9c0ddf?q=80&fm=jpg&s= f500087a88b8b870139230b457826dc3 [Untitled photograph]. Retrieved from https://pixabay.com/en/van-house-neighbourhood-801898/ [Various Fruits and Vegetables]. http://all-free-download.com/free-photos/download/various_fruits_and_vegetables_quality_pic ture_167055.html [Vector Gardening Tools]. Retrieved from http://all-free-download.com/free-vector/download/vector_set_of_gardening_tool_graph ic_523134.html [Vintage Wood Textures Vol3]. Retrieved from http://graphicburger.com/6-vintage-wood-textures-vol-3/ [Watering Plants]. Retrieved from http://kaboompics.com/one_foto/965/watering-plants-with-a-watering-can Other Icons retrieved from https://thenounproject.com/ and were edited
images Urban Gardens To Go
48
mock Ups [Apple Watch Icon Mock Up]. Retrieved from http://appicontemplate.com/watch/ [Apple Icon Mock Up]. Retrieved from http://appicontemplate.com/ios8/ [Browser Mock Up]. Retrieved from http://freebiesbug.com/psd-freebies/transparent-browser-mockup-psd/ [Bus Stop Mock Up]. Andrew Pons. Retrieved from https://www.behance.net/gallery/14105001/Free-Photoshop-mockups [Eco Bag Mock Up]. Retrieved from http://forgraphictm.com/eco-bag-mock-up/ [Food Truck Mock Up]. Envato. Retrieved from http://graphicriver.net/item/food-truck-mock-up/4485670 [Instagram Mock Up]. Zach Buechler. Retrieved from https://dribbble.com/shots/1640706-Instagram-in-Material-Design?list=users&offset=0 [iOS 9 Mock Up]. Retrieved from http://facebook.github.io/design/ios9.html[Packaging Mock Up]. Retrieved from http://zippypixels.com/product/mock ups/packaging/free-packaging-mockups-customizable-backgrounds/ [Iphone Mock Up]. Retrieved from http://facebook.github.io/design/handskit.html [Iphone Mock Up]. Retrieved from http://www.oxygenna.com/freebies/free-iphone-6-photorealistic-mockups [Outdoor Billboards Mock Up]. Ahmed Adel. Retrieved from https://www.behance.net/gallery/10332761/Outdoor-Billboards-Mockup-Templates [Social Media Mock Up]. Jozoor. Retrieved from https://www.behance.net/gallery/28437741/Social-Media-Mockup [Stationery Mock Up]. Retrieved from http://graphicburger.com/stationery-mockup-wood-edition/ [Vintage Box Mock Up]. Retrieved from http://www.creativealys.com/2014/06/10/vintage-boxes-mockups/
brand presentation by: Liana Anjuli Seegoolam www.hausofanjuli.com
Urban Gardens To Go | grow your own