Green Machine Brand Development
Developing a distinctive challenger brand with a manufacturer and industrial designer, then carrying it into launch materials.
Emily served as creative director for the development of the Green Machine brand. Manufacturer DAYE had a name and a vision for a powerful line of battery-powered outdoor equipment. Alongside Robert Holland, Emily took a deep dive into the marketplace to identify gaps in competitors’ brand identities. Two brand directions were presented, and the selected identity—coined “the disruptor”—set the direction for the brand.
The products were designed by Travis Linter to reflect hardcore military tools. The brand’s messaging and tone are provocative, bold, and unapologetically intense. 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: