Branding the sustainable solution for plastic waste in the sports industry
What happens to sports fields made of plastic and rubber at the end of their lives? Before RETURF, they ended up in landfills. This industry leader approached me to help tell their story.
Brand Strategy | Identity Design
2024
“RETURF's refreshed identity wasn’t just about a new look. It was about telling the world why this company matters. A company tackling a massive problem, and making sustainability something everyone can be part of.”
The sports and landscaping industries have a problem. Each year, millions of tons of plastic and rubber are discarded in landfills as turf surfaces start to degrade in performance and looks. With no solutions on the horizon, RETURF stepped up to work on this incredibly hard problem. They began saving sports fields from the landfill and offering them to customers online at a discount. A growing customer base and increasing online presence led them to seek out a refreshed brand identity.
Read more
RETURF emblem.
“The stylized roll of turf seamlessly forms the letter ‘R’, allowing the wordmark and emblem a flexibility which enables playful, varied combinations.”
The RETURF wordmark seamlessly integrates the movement of unrolling and re-rolling sheets of artificial turf, giving the logo a sense of playfulness while remaining stable and assertive.
Installed RETURF at Sweetwater Brewing in Atlanta, GA. This specially-cut roll pays homage to the 420 Extra Pale Ale, one of Sweetwater's most popular and recognizable beers.
“The new identity needed to represent the wide array of sports and applications championed by RETURF, while also reflecting the sustainable impact of the organization’s mission.”
