Growing a brand for the greater good

Building an identity to unite
philanthropy and fertilizer

Project Snapshot

Worming into the world

As a student startup company, Fertilives was determined to make a difference in the environment and the developmentally disabled community. Their organic fertilizer does just that—cutting back on food waste and creating jobs for the disabled all while enriching the planet. Their business plan was strong, but they needed an identity that captured their passion and philanthropic core.

“An idea is a fragile thing, but the Williams Helde team took our small idea and developed it to be an amazing marketing communication campaign.”

Trinh Thi Phuong Nguyen
MBA candidate


The rise of the millennial gardener

Growth in the at-home gardening movement is driven by millennials. That this thriving demographic shared values with Fertilives—authenticity, honesty, equality—made them the perfect intended audience.


Growth doesn’t stop at the garden

Fertilives’ mission of sustainability kept growing. Their organic fertilizers and food waste reduction were a point of difference, but what really set them apart is their mission to empower the developmentally disabled. We found the balance between these disparate messages, with a heavy emphasis on the job creation and independence for the disabled.


Speaking from the heart

To capture the philanthropic nature of Fertilives, we developed a lighthearted, aspirational tone used throughout all materials.

Feeding heart and soil.


An eco-friendly echo

We developed a logo that not only captured both the growth and heart behind the brand, but also nodded to the red-wiggler worms used in the composting process.

We wanted the brand to have a DIY, homegrown feel while relaying the brand’s humanitarianism, leading to a neutral palette and elegant, organic visuals.

Logo Exploration
Final Logo
Poster Design


Unearthing Great Impact

“The Williams Helde team is friendly, professional, approachable and their response time is amazing. They've set the benchmark on what professionalism means in the marketing field.”
- Trinh Thi Phuong Nguyen, Program Director