TrendLeaf by Sam Sultan

Growing together

Intro + Visual Language

Mission

TABLE OF CONTENT 2

4 6

Research

Experience

14 34 3

MISSION

Mission Since the beginning of the global pandemic of 2020, most people have abruptly ended their social life in order to quarantine until further notice. Many as a result have felt isolated and turned to find new companionship, such as a pet. With many people choosing indoor plants as their quarantine companion, TrendLeaf takes that to a whole new level; TrendLeaf encourages people to engage with their new adopted plants at the moment of contact. By doing that, Home Depot is able to foster connection through physical interaction and sharing these moments with loved ones online.

TABLE OF CONTENT

Introduction

Why is it unique? This enables In this COVID related era, due to safety measures, people are encouraged to practice safe distancing. While our activities have been drastically restricted, that doesn’t mean that the overall experience must be compromised. TrendLeaf promises a new mean of shopping by enabling a new experience to which is unique and unlike traditional means of purchasing indoor plants. By safely taking photos, videos, boomerangs, etc. and by posting it on their social media, customers are engaged with a trend of buying indoor plants as well as using digital photo booths located at the plant section of Home Depot in order to share with their loved ones of their new companion. It is relatively important that people share their experience so that it could lead others to come by Home Depot and share a similar experience.

Customer’s video recording of their experience at TrendLeaf

TABLE OF CONTENT INTRO

Visual Language

Identity The following images are brand identity for this campaign. The symbol for TrendLeaf symbolizes a camera shutter that blooms as if it were a flower. The color pallet chosen are representative of the four elements which are, earth, sky, plant, and fire; Essentially elements of life. Pastel colors are chosen on the basis of approachability. People who tend to buy plants are typically intimidated with the responsibility of taking care of a living creature. However, indoor plants remain easier than outdoor plants. The design of the identity revolves around minimalism, fun, as well as youthful. Traits of those can be found within the brand. Patterns for this brand is a simplistic abstract approach to which replicates patterns that are found in plants. This may include patterns obtained from studies of plants, leafs, roots, vines, as well as flowers. By creating fun and playful patterns with inviting colors which invites consumers to interact with the exhibition. Pastel colors are intentionally chosen to promote an inviting environment. All-in-all would attract customers that are different from the Home Depot customers to encourage a divergence of target audience.

TABLE OF CONTENT INTRO

Campaign Messaging The campaign message focuses on the fun inclusion of interaction whilst shopping for indoor plant. With that being said, posters are essentially the feeling of inclusion in the instance of interaction. Interaction being using the photobooth installation at Home Depot. People are encouraged to interact with photobooths located at Home Depot and are encouraged to share with their loved ones. These posters are examples of what people can expect interacting with the photobooth. We can see the customer posing for photos with their new indoor plants in the place of people to encourage social distancing in the presence of the COVID-19 pandemic. The Campaign message, “Growing Together“ signifies the spiritual growth in preparation for a new companionship. This not only promotes indoor plants but also a social setting as well. This ultimately sets a new trend to which engages people on social media. That with the tagline #TrendLeaf brings the movement together. People may learn more on the Trendleaf website by scanning the QR code on posters.

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EXPERIENCE

Experience

Touch point

There are multiple locations to which people can engage with TrendLeaf’s photobooth. As such, options are laid out so that people could have the option to choose where to engage. The Following are touch points:

1. Enter Home Depot Customers would enter Home Depot with the intention of purchasing a new indoor plant. The signs and the photobooth would also act as an encourager for others to at least draw curiosity.

2. Select & Selfie Away with a Plant! Customers are encouraged to pick a plant, provided by Home Depot, and take a selfie at a TrendLeaf Photobooth. That way, graphics would enhance photographs in order to appeal towards social media audience. (Note: Multiple locations are available throughout the indoor plant section as well as by checkout cashers).

3. Share your new beloved plant to loved ones As customers would share their experience on social media, they are encouraged to use the hashtag #TrendLeaf to be included on TrendLeaf’s social media platform. Social Media would be utilized as a mean of sharing experience.

4. Social Bloom! With enough people, awareness will bloom thus attracting more customers to engage at the photobooth as well as on social media.

EXPERIENCE

Spatial The following are spacial experiences of how TrendLeaf operates. Throughout Home Depot’s indoor Plant section and near the checkout, are digital screens that would provide moving patterns that would suit to both still images as well as capturing videos. Customers are able to interact with the spacial exhibition photobooth by posing with their new indoor plant and a photographer may take photos, videos, or any appropriate media capture. People can play around and do funny poses to have fun! Create a memorable experience to which influences others to engage. This enables engagement which would ultimately encourage consumers to not only purchase plants but also to engage on social media.

Entrance at Home Depot

Digital Photobooth located outside checkout

EXPERIENCE

Digital Photobooth located outside checkout

EXPERIENCE

Digital Photobooth located Within indoor plant section

Photos taken and posted on Instagram

EXPERIENCE

Social Media An important part of this campaign is the social media sector. Once customers take selfies with their new plant, they are then able to share on their social media platform. Customers are then encouraged to tag TrendLeaf so that images would be more accessible. People can then View on either TrendLeaf’s social media page or on our website.

TrendLeaf Instagram Page

Instagram Story

Social Media

EXPERIENCE

Video recordings are also just as important as it encourages people to engage with the exhibition which results in a memorable experience. Customers are encouraged to use the digital photobooth to record boomerangs, TicToks, or even traditional videos.

Instagram Story

Screenshots of instagram story in action

EXPERIENCE

Website The website is also a crucial element of the campaign. It provides crucial information in regards to the photobooth, social media presence, as well as any other inquiry towards TrendLeaf. Website also serves a hub for those who want to participate but cannot be in person due to COVID-19. Customers will be able to download custom background patterns so that they may be able to use it on their social media platform. Apps such as tic tok, are able to plant subjects into the frame and place patterns behind the user.

TrendLeaf Website - Landing Page

EXPERIENCE

About page

Experience page

Social page

Contact page

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Swag

EXPERIENCE 32

Swag

Research

Key Questions hy are people investing in W indoor plants?

RESEARCH

Is it related to COVID-19 Era? (Quarantine) How are they appealing to their Audience? How can they encourage others to share positivity? All these questions were later revealed to me when social media played an important part towards the contribution towards the surge in its popularity in the course of 2020. It is important to denote that social media is often a place where people can escape, especially in these times where we have to physically distance ourselves from others. I found out that people share images of their plants as they are inviting for the people who use it. People tend to share images of things they care about. Social media users especially tend to share photos or posts when they are thinking of people. In this case, Social Media is a tooling element of this project. With that in mind, set out to create an art installation that has the ability to interact, engage and must be able to deliver its message of positivity.

“Americans spend 93 percent of our time indoors. It seems somewhat counter and somewhat intuitive because it’s an escape from our screens, and something we can take care of outside ourselves. When it’s all self driving cars and data in our contact lenses, we’re still going to want plants.” —Eliza Blank

RESEARCH

Research Findings Health benefits with indoor plants

Behavior associated with Millennials

According to a research conducted by the university of Washington medicine devision, they stated that indoor plants are extremely beneficial for our mental health. Since the screen has been in our daily life for the past few decades, researchers have examined the relations between human well-beings and nature and have found that there are numerous benefits to our mental health, such as Reduce stress, lower blood pressure, encourage faster healing, and increase overall happiness. Researchers have also examined the Japanese concept of Forest Bathing, where subjects were exposed to a nature room and have found that people heal after spending time bathing.

According to the Huffington post, Millennials typically aren’t ready to have children under the age of 30. Additionally, 2/3 of Millennials are renters & are more likely to share accommodation with roommate or family members. So this tells us that Millennials aren’t ready to settle down nor are they ready for serious responsibility. But according to a study conducted by NBC News, They have concluded that indoor plants are popular within millennials. The origin of the popularity among millennials actually originated as an Instagram trend.

According to the E.P.A, Americans spend about 90% indoors which entails that the quality indoors vary depending on how many times people cycle their air by opening their window. One solution that professionals have concluded came from a NASA study on the nature of indoor plants. NASA researchers conducted one of the most wellknown studies on the matter in 1989. Looking for ways to curb air pollution in confined spaces, like on a space station, they found that ordinary daisies, chrysanthemums and other common house plants were able to remove as much as 90 percent of certain toxins from the air in just 24 hours. Researchers from the University of Washington have even concluded that indoor plants can remove toxins in the air. They claim that plants have genetically engineered a house plant that can clean the air of specific contaminants like chloroform and benzene.

“ In most instances, there’s like- “ Plants resonate with ly little downside to having in- millennials as an antidote door plants when it comes to to this insane connectivity,” psychological well-being,” — Eliza Blank — Dr. Gregory Bratman

Key Attributes Energizing Youthful Positive

Context Social Campaign To encourage positivity in light of COVID-19. Using Social Media as a tool to spread message of Positivity.

Target Audience Social Media Fanatics, influencers, Millennials + Shoppers, Children, wide Audience

Project Framing TrendLeaf is an Exterior Design Partner in collaboration with Home Depot.