Lawn Order

Lawn Order is an advocacy campaign aimed at dismantling the suburban monoculture lawn as an outdated, wasteful, and environmentally harmful status symbol. Using humor, juxtaposition, and clean visuals, the campaign encourages homeowners to consider native landscaping alternatives, and maybe plant some wildflowers in their neighbor's yard while they're at it.

The American lawn is a quietly catastrophic tradition. Americans use 9 billion gallons of water per day keeping grass green. Fertilizer runoff contaminates drinking water. Monoculture turf destroys pollinator habitat. And for what? A euro-centric status symbol that says nothing except "I conform."

The campaign tagline says it all: "Please, kill your lawn."

The identity pokes fun at something Americans take weirdly seriously. The "W" in "Lawn" becomes a grass tuft logomark that works standalone as a pattern element. Typography pairs Inter Extra Bold for headlines with New Kansas Regular for body copy. The palette is stripped back: white, black, and a sharp yellow-green.

The poster series ranges from environmental statistics to sarcastic humor to absurdist juxtaposition. Some confront, some mock, some just make you stop and think about how weird lawns actually are.

Double-sided signs for converted supporters. The front provokes, the back explains, turning neighbors into campaign ambassadors. Each sign creates a conversation starter right where it matters: on the lawn.

"Growrilla Marketing": wildflower seeds as rebellious beautification. Supporters can scatter them everywhere: their own yard, their neighbor's yard, that sad corporate lawn down the street. A small act of ecological civil disobedience.

A short video spot brings the campaign's satirical tone to motion, using stock footage and deadpan captions to lampoon the absurd devotion Americans have to their lawns.

Complete campaign book including strategy, branding, and all campaign materials.