project details

CLIENT

Milosi

WEBSITE

www.milosilandscape.com
Milosi, an elite landscaping company in Nashville, approached us for a graphic design project. However, we noticed a disconnect between the company's brand support and their core values and offerings. Thus, the project evolved into a complete brand overhaul. This is not our typical process for a rebrand, however, the value that was provided to our client was immense, and the rebrand led to an ongoing marketing relationship between Milosi and Nice Branding Agency.

 

Discovery

Milosi is locally recognized for the way that they care about their team, their clients, and the service they provide. The owner of the landscape company initially approached us with the need for a horticulture calendar and brochure; however, once Nice Branding Agency started working on the graphic design projects, we uncovered that there was a need to better position the company and ultimately build a stronger, more connective brand through a complete rebranding project.

As we mentioned, this rebranding project didn’t follow the process we typically work within for a corporate rebrand. Instead, it 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, as opposed to relying on one single graphic project to achieve the goal they were truly striving for.

Here’s how it went down. 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. In an effort to convey their true personality, we suggested a rebrand to elevate their brand support, and align the visuals and narrative with what the company truly valued.

We presented the power of positioning to our client, and they agreed that a rebranding project would be in their best interest. Our goal with the project was not to simply improve aesthetics. Rather, we sought to clarify their offerings and the manner in which they presented those offerings to current and potential clients.

 

Logo Development

During the development of the brochure, we uncovered the fact that Milosi required a new logo. The existing logo 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. Further, these pieces weren’t assembled in a cohesive, aesthetically pleasing design.

We presented new logo for the landscaping company, along with our case for why the refresh was required and how Milosi would benefit from a new logo. The improved design incorporated the leaf icon from the original logo, as this element was extremely important to the owner and recognized by customers. The new logo was updated, clean, cohesive and conveyed high-end luxury outdoor living.

With our client’s approval, the new landscaping logo went back to our Director of Design for finalization. Here, the logo was perfected. Spacing was meticulously adjusted and the icon was assessed to ensure that it was ready for use. Additionally, exact colors were selected in CMYK, PMS, RGB, and hex codes.

Logo files were created and saved for the client, and guidelines were provided to ensure proper logo usage. The guidelines also note the logo fonts and brand colors.

 

brand refresh

 

Sitemap Presentation

At this point, in the rebranding process, we start planning for the website design and development portion of the project. This begins with the creation of a sitemap to determine the scope of work and to ensure all pages are accounted for in the new build. We create a list of pages needed by assessing the existing site and determining what to keep and what can go. All of this is based on user-experience and providing value to the viewer upon each click and scroll. Additionally, when replacing an existing website with a new one, it’s important to take a sitemap of the old website so that all existing URLs can be redirected.

 

Website Hosting

We also determine where the new website will be hosted. We host with the best platform for WordPress website hosting in the industry. Our host provides the fastest page load speeds, daily backups, and monthly maintenance and monitoring. By working with Milosi to determine their hosting preferences, we’re able to ensure that we’re all set up to go live as soon as the new website is ready for launch. The Milosi team decided to host the website with us, which would make the launch process efficient and seamless.

 

Stationery Package Development

Based on the new landscaping logo, we created a stationery suite for Milosi. We started with the business cards. The business cards Nice Branding Agency created were elegant and eye-catching. They took on a look aligned with the new logo design, and incorporated patterns that were developed through the rebranding process (more on that below).

As an elite landscaping company, it was imperative to equip their sales team with a business card design that was professional. The cards would be handed out to clients and potential clients, and they needed to convey a level of quality that would align with a high-end service provider like Milosi. The design implemented the new logo with social icons on one side, and the contact information, tagline, and brand patters on the other.

They were printed on a luxurious silk stock that added to the upscale presentation.

In addition to the cards, we provided an accompanying design for a letterhead and notecard, along with a no. 10 envelope that would fit both business correspondence and the new notecard.

 

 

Marketing Materials

Additionally, throughout the branding process, we created multiple design pieces, including patterns and icons that would be used throughout the marketing materials. These initial materials included a brochure, horticulture calendar, promo products, apparel, and vehicle designs. The use of custom-crafted patterns brought a luxurious look and feel to the collateral, which aligns with Milosi’s elite approach and desire to attract high-end clients. And the icons allowed us to educate viewers about the Milosi process at a glance.

 

Patterns

We established various patterns, colors and textures that were representative of the ground, water and landscape.

 

 

 

Icon System

Additionally, as the initial request was to create clarity around our client’s offerings through the horticulture calendar and brochure, we started with strategy for user experience within those pieces that led to the development of an icon system.

As we dug in, we discovered an inconsistency in the Milosi process overall. This contributed to a lack of understanding from the client side and the result was a loss in sales for Milosi. So, we nailed down the process for working with Milosi, and subsequently created a set of icons that would allow clients to easily identify their services.

This icon system would help viewers better understand the process of enrolling as a client of Milosi. Additionally, the icons worked to bring quick recognition to the services that Milosi provides.

 

 

 

Brochure + Horticulture Calendar

The icons we developed were used throughout the brochure. As we created this piece, we were able to implement strategy and copywriting to streamline the information about both the services and the core values of the company.

We then built a brochure with stacked inserts that were clearly labeled. There were 4 inserts and each insert described a step in the Milosi process. We create this type of modular printed piece in order to allow for our client to make additions or changes relatively easily. For example, one service can be added or changed by printing a new insert, without the need for a complete reprint of the entire brochure.

In addition to the brochure, we developed a horticulture calendar that would allow customers to understand when certain Milosi services should be performed throughout the year, which ultimately serves as a sales piece for existing customers.

 

brand refresh

 

 

Promo Products and Apparel Design

In order to create brand awareness and establish recognition within the community, it’s imperative that every element released on behalf of the company is aligned with the overall visual direction. So, we developed branded promo products including pens, notepads, drawstring bags, and hand sanitizers. Additionally, the team’s entire wardrobe was revamped to provide a level of professionalism that supported the new brand. The suite of branded attire consisted of tee shirts, dry fit shirts, visors, sun hats, safety vests, polos, and button-downs.

 

 

 

brand refresh

 

 

Vehicle Design

In addition, the entire fleet of vehicles was redesigned to include the new brand elements as well as the new logo. A transit van design was developed to showcase bold, eye-catching photography and graphics that would serve as a mobile advertisement for the company on a daily basis. The vehicles are a primary application for the brand, and are a major player in creating awareness. The vehicle design process for this project was extensive, and included custom designs for the transit vans, prius cars, work trucks, and more. We worked with the installers to select the exact tone of red for the vehicles that would align with the brand, while consulting on the install to ensure perfect placement of the graphics.

 

 

 

 

The Website Wireframe

For this project, we would create a custom WordPress website for the landscape company that would clearly present Milosi’s services, portfolio, and processes.

Our process for website design and development typically starts with wireframes. Here, we create a structure for the website, or a “blueprint” that allows us to map out where everything will exist on the website. Additionally, we identify what will exist in the header navigation and what will be moved into the footer. While this may seem like a simple task, it’s actually super-impactful. Determining what will live in your header navigation forces you to make some tough calls about what’s most important to your business.

Overall, Milosi wanted to present all their offerings to all the visitors which overwhelmed and confused the user. Through the website wireframe process, we were able to strategically categorize offerings into core services and sub services. This organization would guide the user to the services that Milosi actually wanted to be performing, opposed to smaller services that do not provide ideal profit margins.

 

Website Design

The website would showcase project photography, implement a strong nod to the culture of Milosi, and provide a user-friendly design with calls to action that encouraged potential customers to review the pages and contact the company.

Additionally, we incorporated stunning project imagery, paired with on-brand, descriptive copy to entice the viewer to engage with the website. Clearly placed calls to action were sprinkled strategically to capture the client as soon as they were wowed.

 

 

Website Development

We then developed the custom-designed website on a WordPress platform, which would provide the benefits of customization, while not sacrificing the ability for the client to be able to continually update key content on their website. The website was a custom build, which means that  we didn’t start from a templated theme. This allows us the flexibility to truly design the user experience and to create something that’s one of a kind for our client.

The website was designed and developed from a user-first, mobile-first perspective. It is fully responsive on various screen sizes and provides just the information the user desires upon each scroll.

The impact of this website design and development project was far reaching. Aside from just improving the aesthetics of the Milosi website, we were able to really influence the structure of their organization and offerings. The restructure has helped them focus on what their ideal offerings are and has influenced their sales force dramatically.

 

 

 

Website Launch

We launched the website on the existing domain at milosilandscape.com. The website launch process included rigorous testing of all pages, forms, buttons, and links to ensure that all was functioning as intended.

 

Brand Standards Guide

Finally, to ensure that the refreshed brand would be able to remain intact as it passed through the hands of team members both at our agency and at Milosi, we created a Brand Standards Guide. The guide outlines font usage, logo standards, brand colors, photography guidelines, and more.

Overall, this client was not looking for a brand refresh when they initially approached our firm, however they have been extremely pleased with the result. The refreshed brand provided them with a level of professionalism that gave them a leg up on their competition and aligned their customer-facing collateral with the quality of their services.

At the completion of the rebrand, Milosi engaged in an ongoing marketing relationship with Nice Branding Agency. Our team assembled an annual marketing plan and currently carries out all marketing initiatives, with associated monitoring, reporting, and adjusting.

 

 

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