Brand Identity & Lead Magnets
Urban Gardeners Republic
Before starting any new project, we get to know a bit about our customers and their goals. It was easy to invest in the Urban Gardeners Republic and their mission – enabling change to people’s lifestyles, giving them access to clever gardening styles and creating 1000 gardens in 100 cities over 5 years. Whether you have a small plot, a balcony, or a rooftop, it’s simple to create your own urban garden.
The logo represents the basic human need for a peaceful retreat within an increasingly busy and condensed lifestyle. We took a leaf, the familiar symbol of the gardening industry, and blended it with a globally recognised image of urbaninity, an apartment block. The sparse, grey floors are offset by the thriving, green middle floor of the apartment block which connotes life and potential of growing, and enjoying, an indoor garden in a small space.
We created and designed their brand identity, with instructions on the usage of the logo, typography, photography, colours, iconography, infographics and social media in order to protect the brand throughout all communications. To encourage gardeners, we also designed a lead-magnet document, with useful infographics, lists and tables.