(Shown above: Front cover and opening spread of the Advanced Turf Solutions core values and brand booklet.)
Advanced Turf Solutions celebrated 20 years of business in October of 2021. The company took their milestone anniversary as an opportunity to properly define the core values that had brought them this far and would continue to lead them to success. This was also an opportunity to solidify the brand style and narrative that had been continuously evolving since its inception.
Many of the brand assets have remained the same or similar, including the original logo and color schemes used for previous projects. One new brand asset that was developed is referred to as “the swoosh.” The main logo that Advanced Turf Solutions uses has a curved blade of grass acting as the crossbar in the capital “A” of “Advanced.” Derived from the curvature of the grass blade, a long and curved line is used as a visual element to add interest in a simple yet dynamic way.
“The swoosh” was then featured on marketing materials used to announce and promote the addition of the core values, including a framed set of prints featuring the full core values as well as an updated brand book that highlighted the most prominent design elements that have defined the company and brand up until now.
(Shown above: Example spreads from the core values and brand booklet, including the core values as well as color palettes and font choices.)
(Shown above: Interior building signage featuring the core values (left), and framed prints featuring the full core value statements (right.)