Employing wordplay, Jolt has developed a character called the guerilla gorilla. The playful character embodies Urban Nature—he is both wild and civilized. GuerillaGarden, which is the name of Jolt’s company, references a movement that originated in New York City in the early 1970s. Guerilla gardening is an improvised attempt to beautify a deteriorating landscape.
Blogger Galya Trail of You Grow Girl says,
"Guerilla gardening doesn’t have to be an illicit affair. It’s about transforming space to benefit everyone rather than about personal ownership. It’s about gardening anywhere and everywhere, using plants to create beauty in forgotten spaces."