Brand system and campaign development for Green Machine
We partnered with Green Machine to design a rugged, high-impact brand system that positioned their 62V outdoor power tools as a decisive challenger in the category. The work bridged strategy, identity, content systems, and campaign expression, creating a clear point of view across retail shelves and digital channels.
Rugged Battery Power
The Challenge
In retail environments, attention is compressed to seconds. Green Machine needed a brand system strong enough to cut through crowded aisles, command digital thumbnails, and maintain consistency across physical and online commerce.
The brand is positioned as heavy-duty and disruptive, using bold messaging to challenge both the user and the category.
Against the Grain of OPE Traditions
Commercial Spots
Endurance Course
Concept: Overcome your yard’s greatest challenges with Green Machine high performance tools. Tools are introduced and challenged through a rigorous course reminiscent of military training with a muddy, dirty, difficult terrain, fast moving challenges and tool teamwork.
Game Day
Concept: The new Green Machine lineup is introduced as an unbeatable sports team. A sports announcer introduces the Green Machine tools with stats and a play-by-play of the performance Green Machine skills and performances are demonstrated on the “field” as the announcers highlight their features as players in a football game.
Product Videos
Self Propelled Mower Product Video
Chainsaw Product Video
What this work included
Brand system development, positioning and audience definition, campaign concepting and rollout, content and production, and retail and e-commerce execution.