Spruci

Spruci is a modular living green-wall system currently in development, designed to introduce greenery into compact, modern spaces. The project began as a self-initiated concept and developed into an ongoing commercial product following a competition win. As the project has progressed, my role has shifted from early product concept development toward brand, marketing and creative direction.

Develop a modular green wall system with a strong, scalable identity that balances sustainability, functionality and visual appeal, while building a brand that could carry the marketing, the digital side and the people using it.

Spruci was selected as a winning project in the STRIDE competition, run by The Innovation Experts in Plymouth. This recognition helped validate the concept and allowed the project to move past the sketch stage. The competition win provided support and access to a dedicated team, enabling further development of the product toward potential manufacture.

During the initial concept phase, I was the sole designer, responsible for defining the product vision, system logic and overall creative direction.

Following the STRIDE competition win and the formation of a wider product team, my role evolved. While I no longer lead detailed product design, I now focus on:

This shift reflects the project’s progression from early concept work into commercial development.

• Brand identity & visual direction
• Marketing and content design
• Creative direction across everything digital and physical
• Early-stage thinking around a companion app

• Brand identity: and visual direction
• Marketing: and content design
• Creative direction: across everything digital and physical
• Early-stage thinking: around a companion app

During the development stage, I refined the initial idea into a more resolved product concept, focusing on both system functionality and visual clarity. This involved exploring how the modular system could operate across different environments while staying practical, consistent and easy to live with.

Through rounds of drawing and redrawing, I focused on making the system easy to understand and use, while keeping the overall design visually simple and considered. This process helped establish a strong foundation for later technical development.

The parts came off the printer and went straight on a wall, which is where the questions get answered: whether a module holds its own weight, whether two of them line up, whether someone can lift one off with a plant already in it.

Alongside the product concept, I developed the Spruci brand identity to reflect values of sustainability, simplicity and modern living. The identity was designed to feel natural, approachable and reassuring, supporting the aim of making living green walls more accessible to everyday homes rather than feeling exclusive or technical. A flexible brand system was created to ensure consistency across digital platforms, marketing materials and future physical applications. In line with the wider brand strategy, the visual language positions Spruci as a friendly and informative guide, helping build user confidence through clarity, education and a supportive tone. This approach allows the brand to grow alongside the product while remaining recognisable and easy to engage with.

The project is currently focused on securing further funding to support the transition from concept development into manufacturing. This next phase will involve refining the product for production, including material choices, manufacturing processes and scalability considerations.

Alongside this, a marketing strategy is being developed to build awareness ahead of launch. This includes the creation of social media content to communicate the product's values, functionality and potential use cases.

Future plans also include the development of a companion app to support user interaction with the green-wall system. The app would allow users to manage their personal setup, with information on plant configurations, watering schedules, temperature and environmental conditions, helping create a more informed and engaging user experience.