Jose’s Landscaping took on a complete brand with heavy inspiration from nature, landscaping and Jose himself. I formed a visual identity that was both friendly, personal, inviting and a premium, quality brand. The entire identity for Jose’s Landscaping was sketched and hand drawn then vectorized and perfected. Interestingly enough, the owner Jose did not have the greatest signature so I formed an elegant one from scratch.
Jose, the owner, constantly emphasized quality and getting it done right and extremely well. He did good work and that was everything to him. And this was a small, independent business ran by one man so I wanted those elements to be the driving forces. Quality and personal. Personal being something a large landscaping company couldn’t provide. Nor the level of care that comes with a sole owner who puts his reputation behind every piece of work he does.
The Colors
For the colors, I choose a combination of green and brown to form a very organic image that was nice, warm, and cozy. Then, I added a bright, complimentary accent of teal to be my pop that made it all jump out at you.
The Shield
Shields are a symbol of strength. Often associated with medieval times where strong castles made of stone existed. The shield is split into pieces allowing for the visual of a home with a garage and a driveway or sidewalk going through a green lawn. The shield combines both curves and sharp straight lines emphasizing the natural and organic nature of landscaping and the rigid, pointy nature of concrete. The top of the shield separates off to form a crown that also serves as the home.
The Signature
Making people’s homes beautiful and increasing their property value. Creating a space for families to live and relax. Landscaping is a work of art and that’s how we saw it. Every artist needs a signature and their initials. The signature was part of a broader branding play that would differentiate Jose’s Landscaping from all other landscaping companies. Landscaping that had a brand. A stamp of approval. A certification. A mark of quality. That was the signature. All with the natural curves of nature and the smoothness of a signature that felt personal.
Together, A Monogram
Together, we have the foundation for strength, resilience, long lasting and quality with the personal touch of an artist.
Promotional Flyers
The front cover was made from a combination of various different images to form a good composition. Photo manipulation, perspective matching, color correction, and lighting was used to craft a front cover that fit what I had imagined without creating a full production to capture the image. (This was before AI was in the picture.)
Much more time should have been spent on the copywriting itself and messaging.
Promotional Flyer Variations
For flyers, I created a few variations that I wanted to test before doing a mass direct mail campaign. Or, they’d be A/B split tested in the direct mailing campaign,
The Landing Page
With the flyers, a landing page was constructed to capture leads and provide more information to prospects. And show them further examples of his work.
