The brand needs to bring positivity and passion to the table: as one interviewee observed: we should feel like the opposite of detention.
We were tasked to avoid the look or feel of a charity, positioning more for the look and feel of a youth movement. As part of our development process we crafted key messaging to build looks around. It was clear that the coaches are the secret sauce of Greenhouse, they help young people discover how much is possible when you are part of a team. We created key messaging including ‘Team For Life’ and ‘Jump In’ to act as the foundation of our new concepts.
The selected look couples lo-fi youthful rawness and playfulness with emotional positivity and empowerment. An open source brand, built from a simple kit or available parts with a strong badge that feels like a stamp.
We utilised strong use of typography and high contrast to make a point. Lots of attitude in the tone of voice and lots of storytelling about the ‘athlete’ – particularly where the athlete bucks a stereotype and has climbed their own personal mountain.
The abstract G ball logo represents strength and dynamism, we want everyone to wear the G with pride. Indeed, we are proud to call ourselves part of this wonderful #teamforlife.