Green Around
Company OVERVIEW
The Home Depot brand has been built up, over many years, as the number one home improvement retailer. Home Depot strives to provide quality services and selection by giving customers knowledgeable advice about their products and how to use them to their maximum benefit. Since sustainability has emerged as a priority to many home renovators, Home Depot aims to lower the cost of going green. Everyday customers make choices. Home Depot understands its their job to make those choices smarter, greener, and more appealing.
MISSION
Home Depot partners with vendors to build a better world through energy efficiency, water conservation, healthy home, clean air, and sustainable forestry. Their goal is to make their sustainable efforts more widely known and gain the trust of the environmentally conscious home renovators. Likewise, they aim to inspire beautiful and sensible eco-home renovation projects to their existing costumers that are unaware that these products are offered
STRATEGY
In order to persuade customers to make the eco-friendly choice, Home Depot must start by making these products more widely available and understood. Likewise in gaining the trust of environmentally conscious consumers, Home Depot must position themselves as a company that is deeply invested in providing greener choices in-store and online. Since the Home Depot brand is not adequately associated with sustainability, they must launch a brand extension with a unique message to market their eco-friendly products and make them more appealing.
IDENTITY
The name inspires the public to start incorporating green options around their home. The word green is strongly connected with sustainability and the word around encompasses all parts of our environment. Green Around is always shown with the well known Home Depot brand so viewers understand the direct connection.
Logo
This mark establishes the connection between home and nature. Visualizing the concept of how caring for the environment, starts with your personal environment. These well recognized symbols have meaningful implications and are utilized to inform the logo design.
Color palette
The Green Around color palette is drawn directly from the nature. More specifically, the colors of a rock garden are utilized to create the brands two tones of green and two tones of brown. Home Depots firmly established orange tone is used as an accent. These colors work together throughout the Identity to establish Home Depot's dedication to the environment.
Type
Avenir is a geometric sans serif with a touch of organic humanism. It further establishes the nature-inspired style and eco-friendly brand values. This typeface is used for the logotype and works well throughout the identity and advertising components.
Brand Message
This message further establishes the brand and concept of utilizing green options around your home. This message advocates examining the world around you for inspiring and taking your environment into consideration, then proceeding to making lifestyle changes that benefit the costumer and the environment.
Employee Tags
Employees will wear these tags as part of their uniform to further establish the Green Around brand extension while giving costumers the opportunity to ask direct questions about the products. This further establishes Home Depots dedication to costumer satisfaction and giving people a better opportunity to understand the benefits of choosing eco-friendly products.
Green around guidance
These tags are placed around the store to point out the more eco-friendly options in each department and give further information about how and why. The tags reinforce Green Around with Home Depot by having them all around the store and promoting costumers to visit the website.
In-store Advertising
Utilizing the tall ceilings and open space of Home Depot stores to gain more attention from their existing customers is pivotal. The series of ads feature a large inspirational photo and attention-grabbing headline, with body copy further advocate considering green products around the store. The website is featured as the logo to make customers aware of the website. Encouraging them to visit the website for more inspirational ideas will better connect Green Around to Home Depot's eco-values.
The Home Depot Website
Home Depots home page needs to better represent their sustainability efforts. By showing the Green Around brand extension with a secondary search box, users will have a better chance of finding eco-friendly options and considering the benefits. The search takes the user to the Green Around site where they will want to stay and explore.
greenaround.com
The Green Around website holds the frame work of this brand extension firmly in place. The site serves as an extension of Home Depot's eco-friendly products and positions them in a cleaner and greener looking webspace. Establishing a separate site to view the many possibilities for sustainable living, highlights the importance while always linking back to the Home Depot webpage. The Green Around inspiration feed serves as the home page so the users may begin exploring right away. They are prompted to create an account so they can begin saving and sharing Home Depots eco-friendly renovation projects. The inspiration feed continuously regenerates as the user scrolls, highlighting how truly endless the eco-home possibilities are.
Project Detail Webpage
When the user clicks on a post they are interested in, it enlarges in a new page with more pictures of that project to look through. Key benefits of the eco-friendly items used for the project are featured, with a summarization of both the environmental and personal gains. The project can be saved into the users collection of favorite posts. Online purchasing for these items are found at the bottom that link back to the Home Depot website for pricing details. The user can learn how to start this project one their own by viewing the featured story.
Story page
Green Around serves as a social media network for users to share their personal eco-home renovation stories. Home Depot features top stories from users doing the best work in Home Depot inspired sustainable renovations. This way, people can find out how to instill these projects on their own as well. Home Depot encourages people to submit their stories by sponsoring the top users with the most followers and best projects.
Social Media Campaign
This hashtag is a loud and clear announcement that Home Depot is dedicating themselves to sustainable living. Home Depots orange directly associated to the brand while green is widely established with sustainability. Green Around is largely established online and is a social media network itself. Therefore, a social media campaign is necessary to bring more users to the site and further establish the brand extension. This campaign encourages the public to post pictures of their Green Around projects and hashtag #OrangeIsTheNewGreen to have the chance of winning a eco-home renovation sponsored by Home Depot.
Group project
Morgan Baker
