Green Machine Brand Development
Developing a distinctive challenger brand through creative direction and hands-on brand design, then carrying it into launch materials.
Emily served as creative director and personally executed all brand design and launch materials for Green Machine, including cutting and editing the videos. Manufacturer DAYE had a name and a vision for a powerful line of battery-powered outdoor equipment. Working alongside Robert Holland, Emily explored the marketplace to identify gaps in competitors’ brand identities, then designed two distinct brand directions. The selected identity—coined “the disruptor”—set the creative foundation for the brand.
Travis Linter designed the products to reflect hardcore military tools. Emily translated that vision into a bold visual identity, supported by provocative messaging and an unapologetically intense tone. Green Machine challenges both low-voltage power tools and traditional gas equipment.
Agency: SPLASH Creatives
Client: DAYE
Brand: Green Machine
Photographer: Robert Holland
Videographer: Artur Cary
Industrial Designer: Travis Linter
Commercial Spots
With the launch of the brand came two commercial spots. The directions are being A/B tested to help guide the brand moving forward.
Sample product videos
The Green Machine product videos are inspired by action movies and Army/Navy. Various fps are combined with quick cuts for dramatic effect to reflect combat scenes.
Green Machine tools are now available online at The Home Depot with plans to expand in-store soon. It’s been a joy to bring the brand to life and see others using the products and embracing the brand I have poured my heart into. DAYE is a wonderful partner and I look forward to future projects to come!
Photos by Robert Holland, Video by Artur Cary
The Green Machine brand is the result of a two-year collaborative research and design process with the manufacturer and industrial designer.
See Green Machine Live: