The goal of the integrated marketing plan for Goric Marketing Group USA was to appeal to landscape architects, the target audience for Goric's line of premium playground equipment. The key to successfully communicating Goric's message of "play value" and how their products aid child development, was to convey an understanding of the values, attitudes and priorities of the landscape architect's target market, parks and recreation departments and child care centers.
Parents often imagine what life path their children ultimately take when they grow up. The parallel imagery in this piece, showing a child engaged with a Goric product and then participating in similar, high-profile activities as adults (in this case, a firefighter and a pro skateboarder) creates a striking and enduring visual representation of play value and the "GoTHRIVE" tagline.
Colors were carefully chosen to reflect the values of landscape architects and their end consumer. Blue communicates a premium product, open space and imagination. Blue mixed with green immediately invites an association with nature. Green can also symbolize hope and growth, and is a color thought to stimulate creativity. When choosing the accents, a yellow/orange combination was selected. Within a branding context yellow is the color joy, happiness, and imagination, and is most commonly associated with education and accelerated learning in America. Orange radiates warmth and energy, and is a color believed to mentally encourage activity and socialization.
Parents often imagine what life path their children ultimately take when they grow up. The parallel imagery in this piece, showing a child engaged with a Goric product and then participating in similar, high-profile activities as adults (in this case, a firefighter and a pro skateboarder) creates a striking and enduring visual representation of play value and the "GoTHRIVE" tagline.
Colors were carefully chosen to reflect the values of landscape architects and their end consumer. Blue communicates a premium product, open space and imagination. Blue mixed with green immediately invites an association with nature. Green can also symbolize hope and growth, and is a color thought to stimulate creativity. When choosing the accents, a yellow/orange combination was selected. Within a branding context yellow is the color joy, happiness, and imagination, and is most commonly associated with education and accelerated learning in America. Orange radiates warmth and energy, and is a color believed to mentally encourage activity and socialization.
