(Shown above: a t-shirt with the Steel Green Army logo printed onto it.)
Founded in 2018, Steel Green Manufacturing is an employee-owned business building ride-on zero-turn spreader/sprayers for professional lawn care applicators. In 2019, the company fought a lawsuit against an industry giant. But with the help of their supportive customer base, they brought the battle to an end. Steel Green Manufacturing emerged stronger than ever, and to celebrate an incredible first year in business, the Steel Green Army campaign was created and debuted at the 2019 GIE+EXPO.
The Steel Green Army logo draws much of its appearance from the “army” influence, with “ARMY” being showcased in a solid fill with negative type similar to a patch on a uniform, and star motifs to lean into the patriotic look. This logo was featured on t-shirts, dog tags, and used to create social media images and email marketing to promote the campaign. To support the army theme even further, a camouflage pattern in Steel Green’s bright green color was used as an additional campaign element.
After the conclusion of the 2019 GIE+EXPO, the Steel Green Army campaign continued to be used by dealer partners and customers to show support during their blackout period.
(Shown above: The Steel Green Army logo shown on dog tags given away during the convention, further alluding to the “army” theme.”)