How do you convince the nation to spend money on their lawn in the midst of a recession? You reveal an unavoidable truth. Our society has become technology obsessed. With our face in so many screens all day, we have lost our appetite for real, visceral experiences and connections. Our job became simple. Establish the lawn as something much more than a lawn. It's a healthy, lush canvas for authentic, sensorial connections. Which is why "Live Life Outside" became the brand's noble purpose. Because a life lived outside is a better life. And suddenly, your lawn is worth keeping beautiful.
We created a family named "The Yardleys", who have adopted this noble purpose to the point of moving their entire life outside 8 months of the year. Meet the Yardleys and live life outside.