Premium, in a category that competes on price.
CONTEXT
Sinagrass entered the Middle East artificial grass market as a newcomer with no identity beyond its name. The category competes on price and specs, and looks like it: interchangeable green, product-catalog visuals, zero brand.
CHALLENGE
Create a premium position from nothing. The identity had to justify a higher price point in a commodity category and give a brand-new company instant credibility with developers, architects and homeowners.
Creative Strategy
Branding
Web Design
APPROACH
Sell the result, not the product. Sinagrass speaks the language of landscape design and lifestyle: the finished space, not the roll of turf. The identity was built as a system with room to grow from residential to commercial lines, and the website does the job of a showroom: image-led, calm and confident.
OUTCOME
The company launched on the new brand and found its footing fastest in Dubai, now its strongest market.
Designed and directed as Design Director and Lead Designer at Bald Agency.
