GreenBlue Urban

In 2015, GreenBlue Urban—formerly Greenleaf—expanded its focus to include both urban tree planting and stormwater management, adopting its current name to reflect this broader mission. By 2022, however, increasing competition in the marketplace had left the brand’s identity and messaging feeling outdated and stagnant.

Despite being widely recognised as the go-to company for urban tree planting, GreenBlue’s tagline, “Establishing the Future Urban Landscape,” no longer resonated with the evolving priorities of its audience. Collaborating closely with the marketing team and key stakeholders, we redefined the company’s positioning to emphasise a more holistic approach, centered on creating healthier spaces that harmonise with nature.

This strategic shift included the development of a new tagline and the segmentation of the company’s products into four distinct sectors: Green, Blue, Smart Space, and Air. These changes laid the foundation for a comprehensive rebranding effort, featuring a refreshed color palette, updated typography, and modern visuals to align with the brand’s evolved vision.

My responsibilities

As the lead and only creative, my primary focus was to bring this revitalised identity to life. This began with the creation of an updated set of corporate guidelines, ensuring consistency across all brand touchpoints. I then spearheaded the design and development of the company’s new website, which launched successfully in 2022.

Since its launch, the website has achieved significant results, including a 15% increase in organic traffic from search engines like Google. This improvement is the result of a carefully calculated, ongoing review program aimed at delivering a fast, user-friendly experience while supporting the company’s long-term growth goals.

Through these efforts, GreenBlue Urban has not only reclaimed its position as an industry leader but has also set a new standard for innovation and sustainability in urban design.