Rooted in Strategy: Brand Identity Design for Sterlin
Ojasvee Jain
Published
Project Description
Sterlin is an Australian landscaping supply company importing high-quality artificial turf, outdoor cladding, and decking products. The brief called for a complete brand identity — one that could stand apart from a saturated market of competitors all relying on literal grass imagery and product-heavy messaging.
The project began with market research across six direct competitors, identifying a clear gap: no one was speaking to lifestyle, emotion, or aspiration. From that insight, I developed a mini brand strategy defining Sterlin’s positioning as a transformer of spaces rather than just a product supplier.
The logo draws from the natural form of grass, abstracted into a clean, flowing mark that balances elegance with functionality. The identity system includes a full colour palette spanning deep forest greens, warm neutrals, and a terracotta accent, paired with Optima for the wordmark and Poppins for supporting text. Deliverables included clear space guidelines, minimum size specifications, colour combination rules, typography documentation, and applied mockups across print, digital, merchandise, and environmental touchpoints.
Deliverables: Brand strategy, logo design, colour system, typography system, logo usage guidelines, visual mockups
Tools: Adobe Illustrator, Adobe InDesign