Monrovia Brand Guidelines

Monrovia is the most prolific grower and distributor of potted plants and trees in the United States, and possibly the world. They’re also a lovely and wholesome family-run operation that’s been around for more than 90 years. Monrovia had been hit hard by the 2008 housing crisis, but ten years later were coming back strong. They felt ready to get their name out there. They looked to my team at Redbird to revamp the brand.

I was able to create a fully informed brand book that included a brand manifesto, an updated Monrovia logo lockup, logo animation, and forward thinking situational usage examples. The evolution of the personas also allowed us to create an updated approach to photography — Monrovia’s face to the world and the faces of those to whom they want to appeal. Monrovia now has a solid foundation for their website and social stream relaunches.