USANA Garden Towers

Project Scope

Overview:

A USANA Garden Tower is a simple solution that provides sustainable, nutritious food for people all over the world. Made from a long-lasting, durable material, each tower can hold up to 120 plants and be harvested for many years.

Objective:

Create a logo and assets for the garden towers project. Must be paired with USANA Foundation logo, and globally recognizable.

Create a subsidiary lockup for 2022’s global convention: 30k by 30. The CEO challenged people to donate 30,000 towers in honor of USANA’s 30th anniversary. The cost of every 2022 convention ticket was directly donated to the tower project, along with many generous donations from associates and employees.

My Solution

I created a design system for the Garden Towers project. I was able to propose new concepts of how the logo could be used, being mindful of global scale.

One concept that I introduced was giving the people who create the towers a sense of pride and accomplishment. I designed a tag that would be sewn on each tower, so everyone who built it would sign with a marker, akin to an artist’s signature on a masterpiece. This concept was met with tremendous enthusiasm during my presentation, leading to its successful integration into the towers project. One thing that we didn’t anticipate is how many people would be involved in building a single tower. In the image below, you can see that people got creative on where to sign their name, as space filled up quickly.

The 30k by 30 lockup was used throughout 2022 to keep track of donations and spread awareness. They needed a lockup, and an illustration that was featured as a “ticker” on the website, it was also printed and updated daily in the Foundation area at convention. During convention, they exceeded their goal – 31,524 donations total!