BRAND & STYLE GUIDE
Last Revised: 9/27/2021
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.
2
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.
3
*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
4
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
5
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
6
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.
7
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
8
SOCIAL MEDIA
@TurfTitanBrands
@TurfTitanBrands
@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
9
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.10
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
11
SOCIAL MEDIA EXAMPLES
12
BANNERS & BOOTHS
13
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
