Case Study: How Business Strategy Drove a Brand Design
by |Michael Gentry came in for a logo refresh for his landscaping business, Southern Shades of Green. During our initial discovery when exploring goals for what he wanted out of the redesign, he talked about his business goals. The lawn care business is highly commoditized and competitive, and Michael really wanted to work on larger-scale projects with more creative flexibility. (That part was easy for me to relate to.) The conversation really got into the ability of what we do to solve real problems for people. Michael's range of skills as a certified landscape horticulturist weren't being used to its fullest. That was leading to stagnant energy and less satisfaction with the business. Michael wanted projects where he'd be able to work with homeowner and commercial clients who'd trust him to give consultation and design advice from the beginning. We started talking about what would appeal to contractors, high-end homeowners, and commercial development clients. We kept coming back to Michael's approach: extremely consultative, customized to each landscape and taking into account aesthetics, natural sunlight and water flow, and how the space would be used. The answer presented itself: rather than hiding behind a business name to seem more professional, Michael should be leaning into his own name to depict himself as an expert that should be trusted with high-end projects. We decided to start working with Michael Gentry Landscape Design as a brand more suited for the type of work Michael was going after.