Business Branding Project Kickoff
The owner of the landscape company initially approached our landscape branding company with the need for a horticulture calendar and brochure.
However, as our creative team worked through the originally requested graphic design projects, we quickly uncovered a lack of authenticity and originality in their brand, which was contradictory to what was apparent in their values, people, and operations. We knew from our conversations with our client that Milosi was locally recognized for the way that they care about their team, their clients, and the service they provide. However, we weren’t feeling that coming through in their collateral.
In an effort to convey their true personality, our landscape branding company suggested a rebrand to elevate their brand support, and align the visuals and narrative with what the company truly valued.
The need for the rebrand wasn’t simply visual. The existing service offerings, and the manner in which they were presented, were not aligned with Milosi’s goals for growth. While it was their intent to position themselves as a provider of luxury outdoor living services, their lineup of offerings was more in line with a traditional landscaping company (lawn maintenance, landscape lighting, irrigation, etc). Our team saw an immense need to restructure the presentation of services and to elevate the manner in which the services were presented to potential clients.
We presented the power of positioning to our client, and they agreed that a rebranding project would be in their best interest. As a specialized landscape branding company, our goal with the project was not to simply improve aesthetics. Rather, as mentioned, we sought to clarify their offerings and the manner in which they presented those offerings to current and potential clients.
This isn’t our typical process for onboarding a client for a corporate rebrand. This project started with a business that was seeking to solve a larger problem through one graphic design project. Through our expertise and experience, our strategic branding team was able to guide the landscape business in a manner that revolutionized the way that they are able to attract and retain clients. The rebrand was necessary. It was the proper method for repositioning the firm, as opposed to relying on one single graphic project to achieve the goal they were truly striving for.
One of the primary brand elements is the logo design. For Milosi, the existing logo wasn’t a proper representation of the brand. It was a disjointed design and it didn’t lend itself to a good reflection of the company’s services. The logo font was outdated and the logo icon wasn’t unique.
Overall, the existing logo wasn’t indicative of a luxury service provider. Both the font and the icon were non-descript and certainly not custom. Additionally, the disjointed nature of the design didn’t lend itself to telling a story of a provider with a cohesive process for caring for your outdoor space.
During this logo design project, we redesigned the logo while retaining key elements of the concept. For example, the existing color palette was adjusted to create a custom, “Milosi red” that would convey a rich depth and a more luxurious feel. Also, while we did incorporate a leaf design into the new logo, we custom-created the refreshed icon and worked it seamlessly into the type. This incorporation of the leaf into the solidness of the font was indicative of the manner in which Milosi incorporates landscaping and hardscaping to create a completely custom outdoor space for their clients.
While the changes to the logo were seemingly simple, they were significant in positioning the brand properly and this can be seen in a before-and-after comparison of the logo.