Holistic Brand Development

Client: Organics Alive

Organics Alive’s all-natural product line helps preserve regenerative and sustainable farming practices. The company was ready to raise its commercial profile and cement its positioning as an industry leader in the organic movement. 

I identified strategic growth opportunities; played a hands-on design role; sourced and directed additional creative and tech talent; project managed creative initiatives from concept through to production; established and nurtured partner and vendor relationships; and implemented workflow systems.

Project Focuses

• brand identity and brand strategy

• sustainable packaging solutions and label redesign

• experience/service research and design

• print and digital marketing

• CSR & strategic partnership development

There’s no one right answer when it comes to sourcing sustainable packaging, as each product naturally comes with its own set of design challenges. After researching packaging options for the OA fertilizer range and microbial Mix Kit, I helped the team switch from plastic containers to bags and boxes, made in the US of 100% recycled content.

I also established a new print & production relationship that helped us switch to compostable labels that are printed with non-toxic, plant-based inks. Within the label design I included a prompt to reuse, recycle and compost materials whenever possible.

The company has a loyal following and great retail relationships; it was important to complement this with a strong, branded e-commerce website.

Establishing a partnership with creative agency Spark6 and the very talented Chris Porter, I helped the team switch to the Shopify platform and implemented analytics and reporting systems, to inform business strategies and design iterations.

The key focuses of the redesign were to:

• improve the overall site UX

• elevate the visual showcasing of the products

• strategically integrate the brand storytelling

Clear and informative, the product pages were strategically designed to cater to all levels of customer familiarity and knowledge.

Along with the bitesized product overview, we added the usage and application icon system key, and an option to “dig deeper” into expandable info sections, for those who want to get into the detail of the biology.

The expandable Us Vs Them section educates customers about the damaging practices of the conventional fertilizer industry and explains how OA products differ.

I saw the importance of emphasizing the products’ hero status in the photo direction, so high-quality lighting and enhanced angles were key to capturing a powerful presence.

We shot on a clean white backdrop to ensure consistency while also communicating the “science lab” theme of the brand story.

Education is an essential part of Organics Alive’s messaging. People need to fully appreciate the poison and destruction of the conventional fertilizer industry, in order to understand why a return to the regenerative system is so crucial.

While developing the Us Vs Them part of the OA story, I saw a perfect opportunity to introduce the “industry rebel” tone of the brand voice through an emotive, hand-drawn, surf culture style of illustration.

Both systems depict core elements that contribute directly to the health or sickness of planet Earth.

A turbulent, dying planet is represented as a result of the conventional system, while Organics Alive symbolically works in unison with the planet at the center of the regenerative system.

I used the objective-first framework to guide the digital marketing strategy. Focusing digital insights on returning users and converters for customer data segments, I then split the marketing plan into two related objectives: brand engagement and e-commerce sales. The plan leverages and complements the company’s owned media and their trusted reputation as industry innovators.

I also designed printed sales and marketing materials for trade shows, meeting presentations and business development.

Forging alliances with like-minded companies and organizations is a powerful way to amplify your message and maximize your impact.

I introduced the team to 1% For the Planet, signed up the company as a member, and established links with several non-profit members in the food and regenerative agriculture sectors.

I also helped establish and manage a special strategic partnership with superb non-profit, The Ecology Center. Embracing similar values and missions, the partnership is designed to promote education and access to organic food, healthy gardens and regenerative agriculture.