Turf Brand Guide

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BRAND & STYLE GUIDE

Last Revised: 9/27/2021

BRAND TONE

EDUCATIONAL CONVERSATIONAL BOLD RELATABLE

EDUCATIONAL

With the level of science required to create and understand our products, our messages should always provide a level of education in a way that is understandable. At the heart of our business are the microbes. In order for their value to be perceived, we must be clear and consistent with our messaging surrounding what they are and how they are beneficial.

CONVERSATIONAL

Our business is built on relationships. Every message should reflect our willingness to share our science and products in a clear, simple, understandable way. We want to be approachable, and our messaging should give off a casual, conversational tone.

BOLD

Turf Titan is backed by 30+ years of research and millions of acres of results. We’ve got a solid foundation to stand on. This should be reflected in our tone - not in an arrogant way - but in a subtle yet bold and confident manner.

RELATABLE

Our customers want to get straight to the point. We lean on using relatable content with a neighborhood feel. The average weekend lawn warrior who cares about their yard and family knows what matters to them most - our messages should convey that we do too.

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FONTS

Knockout HTF49-Liteweight

USED FOR HEADINGS.

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

Knockout HTF49-Liteweight is the primary font used for headings and subheadings for print and digital mediums. For web, please use Oswald - Medium as an alternative.

Oswald - Medium

USED AS A SUBSTITUTE FOR HEADINGS.

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

Lato (all variants)

USED FOR BODY COPY.

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

Lato is the primary font used for body copy. This is an Adobe Typekit font and is also a common webfont so this should be used for both print and all digital mediums.

USED FOR PRODUCT JUGS.

Hexa is a premium font that has to be purchased if you don’t currently own it. This font is used on the product jugs. This font should be used sparingly and only for headings or subheadings.

Raxtor - bold

USED FOR LOGO.

abcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVQXYZ 0123456789!?

Raxtor is a premium font that has to be purchased if you don’t currently own it.

This is the font that is used in the Turf Titan logo. This font should be used sparingly and only for headings or subheadings.

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*Note: the green background here is used only to show the reversed white logo.

These badges below should be used when applicable to assist our products in standing out above the rest.

LOGOS
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LOGO DO’S

• Maintain the logo’s visibility by placing on backgrounds and settings that accent or bring out the logo and do not make it blend in.

• Use the appropriate files types and the highest resolution possible for the sharpest logos. Vector files are always best, for example: an eps, or a pdf.

• Logos may be used on top of product colors when applicable.

• When placing the logo, leave space for it to breathe so that it is not squeezed in or overlapped with the copy or images around it.

• The logo without the wordmark may be used as a transparent background design element that runs off one or two sides of the page or canvas. Recommended Opacity: 10% (Example in Design Elements on page 10)

LOGO DON’TS

• Stretch, distort, or chop the logo

• Place on a similar colored background

• Add shadows, embellishments, or accents to the logo

• Change the logo color (only use white or branded green)

• Separate any elements of the logo, including the registered trademark

• Arrange the logo vertically or at an angle

LOGOS
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BRAND COLORS

PMS: -

CMYK: 84-73-58-73

RGB: 17-26-36

HEX: #111A24

PMS: -

CMYK: 84-31-97-19

RGB: 43-117-60

HEX: #2B753C

PRODUCT COLORS

PMS: -

CMYK: 84-47-63-34

RGB: 38-86-80

HEX: #265650

PMS:

CMYK: 54-51-58-22

RGB: 111-102-93

HEX: #6F665D

PMS: -

CMYK: 25-15-15-15

RGB: 157-164-168

HEX: #6E6F71

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ROOT BOOSTER HEX: #2B753C THATCH BUSTER HEX: #6F665D PERFECT POND HEX: #005C8A BUD BUILDER HEX: #663795 DROUGHT DEFENDER HEX: #663795 LAWN COMMANDER HEX: #265650

ELEVATOR PITCH & SLOGANS

ELEVATOR PITCH [B2C]

Turf Titan is your legendary lawn care partner, feeding landscapes with the power of all-natural probiotics. Why use harsh chemicals when you can rely on our good-guy microbes to get the job done. Backed by over 30 years of research, we’ve developed commercial strength biologicals that enhance the health of plants and soil. The results speak for themselves - save money, save time, save the chemicals, and put these bugs to work. Unleash your lawn’s full potential with Turf Titan’s lineup of unbeatable solutions. May the best lawn win.

SLOGANS

May The Best Lawn Win

Legendary Lawn Care

Powerful Results. Backed by Biology.

ELEVATOR PITCH [B2B]

Turf Titan feeds landscapes with the power of all-natural probiotics. Backed by over 30 years of research, we’ve developed commercial strength biologicals that enhance the health of lawns, ponds, plants, and soil. Why use harsh chemicals when you can rely on our good-guy microbes to get the job done. Save money, save time, save the chemicals, and put these bugs to work. Unleash your lawn’s full potential with Turf Titan’s lineup of unbeatable solutions. May the best lawn win.

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VALUE MESSAGING PILLARS

EASY APPLICATION SAVES YOUR WEEKENDS

Turf Titan products are simple to use. Just add with water to a hose-end or pump sprayer. Apply once a month, our microbes will be hard at work, and you’ll start to see results after eight weeks.

Short-Form Supporting Content:

• Simple application

• No hassle

• More time to enjoy life

SAVE YOUR LAWN WITH SCIENCE

Our chemical-free products are backed by 30 years of biological research and development. The Turf Titan product line adds biodiversity back to your lawn using natural microbes, instead of starving the soil with nutrientdepleting chemicals. We’ve gone back to the roots of biological science to create an environment where soil and plants can thrive.

Short-Form Supporting Content:

• Backed by biology

• Naturally occurring microbes

• Promoting good soil health

SUSTAINABLE, SAFE AND ALL-NATURAL

Ditch the chemicals. All of our products are naturally occurring, non-pathogenic, and not genetically modified. You’ll feel better about having the best looking lawn on the block knowing you’re also keeping your family and pets safe.

Short-Form Supporting Content:

• Protect your pets and family

• Non-GMO

• Chemical free

• Non-pathogenic

• All-natural

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SOCIAL MEDIA

Facebook

@TurfTitanBrands

Twitter

@TurfTitanBrands

Instagram

@TurfTitanBrands

YouTube

GOAL OF SOCIAL MEDIA PRESENCES

To share engaging, informational, and easilydigestible information about our products and general lawn care tips and know-how.

To continue growing our audiences through influencer relationships and valuable content.

To promote product benefits and effectiveness, and share testimonial photos to validate proof.

Turf
Titan
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DESIGN ELEMENTS

The following elements are commonly used in Turf Titan marketing and promotion to create a unified look and feel.

RECOMMENDATION

Color: #2B753C (Turf Titan’s Brand Green)

Opacity: 60%

RECOMMENDATION

Color: #000000

Opacity: 75%

Blending Mode: Multiply

Grass photos with green overlay. Photos with a black overlay.
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PRINT EXAMPLES

UNTREATED

TREATED

UNTREATED TREATED

THE POWER OF MICROBES

• Microbes are mighty little bugs. They deliver the tools for a healthy plant-to-soil relationship and create a more balanced environment where nutrient uptake is more efficient.

• Turf Titan’s microbes are a product of 30+ years of research, development, and results on millions of acres.

• Our products are created through a process of microbial procurement, testing, blending, and growth. These jugs are full of billions of living organisms!

turftitanbrands.com
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SOCIAL MEDIA EXAMPLES

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BANNERS & BOOTHS

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NAME: The Turf Titan

AGE: 35 years

LOCATION: Mid-Atlantic region

PERSONALITY: Rugged and Sassy

VOICE CHARACTERISTICS:

Sound like the “Beef: It’s What for Dinner”

BACKGROUND/HISTORY:

The Turf Titan knows all there is to know about lawn care and is a rugged, sun-weathered environmentalist. Those tattoos came from his time as a youth in the Southwest where he learned the value of earth, air, water and fire. Having spent time learning the value of Asia’s botanical gardens, he considers himself an earth doctor and throws shade at all those who take short cuts. A symbol he is often associated with is the Chinese symbol for patience.

Target audience segment that his persona fits into: He easily recognizes the common man and his family. He values community and loves seeing neighborly debates and community involvement about how best to beautify property. He often will add tips about other landscaping ideas that do things like preserve water, allow greater air flow, reduce wind damage, reduce soil erosion and of course, enrich the soil that surrounds a home

Day-in-the-life: The Turf Titan spends his days seeking out the typical lawn care experience stopping folks from making unsafe fertilizer purchases (while in a big box store maybe?) and suggesting better uses when he sees a neighbor breaking out a traditional lawn spreader.

Specific objectives: Charm the user into a patient lawn experience. He’s not looking for instant gratification. He wants the benefits of a “lawn-term” relationship.

Throws shade: I think much like Wendy’s throws social media shade at its competitors, the Turf Titan can and should get sassy with his social media competitors.

@Scotts: Watching people apply your product is almost as much fun as watching it die in the hot sun a week later.

@Scotts: When I throw shade it’s because somebody’s lawn has been poisoned.

Main problems: What frustrates this buyer persona? Seeing people who are followers. “The sheep of the lawn care aficionados.” What stands in the way of his or her goals? People that are not disrespectful of the environment but rather ignorant of it.

PROFILE: Russ and Cindy Dodd

OVERVIEW Income

Russ

Age: 62 Age: 60 Cindy

A Day in the Life of the Dodds

Avid bicyclist, take two-hour rides twice a day

Meticulous about maintaining their home and lawn

Recently purchased a travel camper

Drive a Tesla & Honda Minivan (for traveling and grandkids)

Participate in an annual rive clean-up project

Travel to Clearwater, Florida during the winter months

Lawncare Practices

Owns 1/3 acre of property

Cuts his lawn 2x a week

Fertilizes frequently (uses products for grubs, crabgrass, weed and feed and general wellness fertilizers)

Typically use a broadcast spreader

Also use a sprayer

Property has an irrigation system

Cindy actively participates in the maintenance

What they are looking for in lawncare

Products with long-term results

Value

Safe products when available/Safe practices when they are not

Pain points

Lawn services do shoddy work and are unreliable

Lawn care products are not safe and require a lot of prep in their application

Expensive products are not necessarily more effective

What influences them

Age BACKGROUND

Married 37 years

2 children, 3 grandchildren

Live in Cedar Falls, Iowa

Both retired FINANCES

Own a ranch style home & it’s paid off Retirement income: $9000/month

Conservative spenders

Pays off credit card debt every month Uses discretionary income to improve their property

ONLINE BEHAVIORS

Both are moderately tech savvy Cindy has a Facebook account to stay in touch with family and friends

Use Amazon for purchases Internet for research

Stories and articles that provide solid research on products they want to purchase

“What the neighbors are using”

Environmentally friendly focus for products

The pond located near their property

PROFILE: Adam Lewis

Adam

Age: 45

A Day in the Life of Adam

Owns a Property Management Company

Is very familiar with landscapers and grounds maintenance

Owns a vintage Porsche

Works 30 hours a week.

Weekends are for his kids and chores around the house.

Adam does hunt and keeps two hunting dogs on his property

Supports the local community

Serves as an assistant coach on the baseball team

Lawncare Practices

Owns ¼ acre of property

Cuts his own lawn

Typically use a broadcast spreader

Property has an irrigation system

Occasionally has his business’ lawn service perform lawn maintenance activities

What he is looking for in lawncare

Products with quick results

Products that are easy-to-use

Products that he is educated about

Relies on his business’ landscaping service to recommend products Because of his pets and children, is careful about the use of chemicals

Pain points

Has little time to mess with lawn care

Wants to keep up with the neighbors

Doesn’t do as much research as he believes he should

What influences them

Prefers word of mouth when it comes to trying new things

Trusts his network of friends and family

Will use what other neighbors are using

OVERVIEW Income

Age BACKGROUND

College educated: Holds a Bachelor’s degree in Business

Married 18 years to wife Katie

Katie works part-time in the school system as a substitute teacher

2 children, age 5 and 3

Live in Greenville, South Carolina

Caucasian

Considers his family Conservative

His family attends church regularly, usually without him

FINANCES

Owns a two-story Georgian colonial style home valued at $650,000

Monthly household income is $12,000

Conservative spenders

Carries balances on 5 credit cards

Has 2 car loans

Katie drives a Suburban

Adam’s daily drive is a GMC Sierra

ONLINE BEHAVIORS

Adam and Katie are tech savvy

They maintain several social media accounts (Snapchat, Facebook, Instagram, Twitter, LinkedIn)

Makes significant online purchases

Does like to shop local when possible

PROFILE: Mary Knutson

Mary

Age: 43

A Day in the Life of Mary

Sells software remotely from her home

Uses her time in between sales appointments to keep her house and property clean and tidy

Is an avid recycler

Works 8 to 5. Uses weekends for working around the house.

Works out 4-5 days a week

Spends her free time watching TikTok, Real Housewives and NetFlix

Rarely goes out since Covid

Lawncare Practices

Owns less than a ¼ of an acre

Does not have an in-ground irrigation system (has large shade trees)

Waters her lawn occasionally using a hose and sprinkler

Recently installed a play set for her son

Cuts her own lawn using a push mower, edges and trims her property

Uses a leaf blower daily to keep her property clean

Doesn’t really try to keep up with the neighbors

Knows very little about fertilizing

Wishes her lawn was healthier but feels that is too expensive

What she is looking for in lawncare

Products that are easy to apply

Products that do not require additional implements

Products that are inexpensive

Products that provide clear and easy application directions

Products that are safe (even if she could afford TruGreen, she wouldn’t use them because of “the chemicals”)

Pain points

Knows very little about lawn care chemicals

Feels that it is too expensive of a product

Fears “doing it wrong” when it comes to application

What influences her

Someone bringing a product to her attention

Articles on social media that she can relate to

Follows many social media influencers

Products or services that make her look good in the eyes of others

OVERVIEW Income

Age BACKGROUND

College educated: Holds a bachelor’s degree in Biology

Divorced for 3 years

One child, age 6

Live in Stamford, Connecticut

Caucasian

Has Liberal views

Grew up with tree hugger hippie parents

Does not attend church, considers herself spiritual

FINANCES

Owns a 3-bedroom Cape Cod home

Pays $1100 per month for mortgage

Monthly household income is $5,000

Watches her finances very closely

Uses a debit card for all her purchases

Has 1 car loan

Drives a 2017 Jeep Grand Cherokee

Purchased an extended warranty at the time of purchase

Has a savings fund for her son

ONLINE BEHAVIORS

Mary is extremely tech savvy

She is active on social media accounts (Snapchat, Facebook, Instagram, Twitter, LinkedIn)

Makes significant online purchases, mostly from Amazon (Prime member)

Relies heavily on user reviews

Shops local only if it is a good deal.

Spends very little on herself

PROFILE: Weston Pinkett

Weston

Age: 56

A Day in the Life of Weston

Serves as the High School Principal for Peach Bottom High School

Spends most of his time participating in school and community events

Attends monthly Rotary club meetings

Works 7 to 5. Uses weekends for participating in community and church events

Spends his free time with his family

Lawncare Practices

Owns 1/2 of an acre

Has an in-ground irrigation system

Uses a riding mower to cut the lawn

Fertilizes as part of a lawn maintenance program

Feels it is important to maintain a beautiful and perfect lawn

What he is looking for in lawncare

Products that will improve or maintain his current lawn

Products that are easy to apply

Products that provide clear and easy application directions

Products that are safe and reliable

Products that use quality ingredients

Pain points

Afraid to try new things

Does not trust salespeople

Purchasing lawn care products online just seems wrong

What influences him

Local businesses that they trust

The groundskeeper at the high school

Friends and family members

OVERVIEW Income

Age BACKGROUND

College educated: Bachelor’s degree in education, Master’s in school administration

Married to wife Betty for 32 years

Four children, ages 26, 24, 19, and 17 Live in Peach Bottom, Georgia

African American Has Liberal views

Attends church regularly, wife Betty is in the choir

Suffers from diabetes

FINANCES

Owns a 5-bedroom home

Pays $1700 per month for mortgage

Monthly household income is $17,000

Wife Betty works as an executive assistant at a local State Farm insurance agency

Enjoys annual trips to the Florida coast Manages credit well. Has multiple credit cards

Has 2 car loans and 1 home equity loan Drives a 2020 BMW 5-series Betty drives a 2018 Lexus RX350 Supports his children’s education Participates in pension fund

ONLINE BEHAVIORS

Weston is above-average tech savvy He has social media accounts (Snapchat, Facebook, Instagram, Twitter, LinkedIn) but is not very active on them.

Wife Betty makes online purchases for the family and on Weston’s behalf, mostly from Amazon (Prime member)

Usually reads the first couple of reviews when purchasing new products

Supports the community & shops locally

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