WM Earthcare Identity & Advertising
Designed for Waste Management, Inc. as a new brand of retail and wholesale soil care products made from locally sourced compost (made from green waste) and mulch (made from discarded lumber).
The goal of the identity was to echo the Waste Management brand but also have its own organic feel. Advertising aimed to show the product in an up-close and transparent manner to emphasize that the product was clean. Target audiences included gardening enthusiasts, landscapers, golf course managers, and wineries.