PORTFOLIO
Empowering the Green Industry to Work Smarter
Client
SingleOps & LMN
Industry
Workflow Management Software
Product
Granum, Brand Merger and Website
My Role
Brand & Experience Strategy Lead
My Work
Brand Strategy
User Experience
Brand Identity Oversight
Launch Oversight
What do we need to solve?
LMN, a leading landscaping software platform had recently merged with a similar tool for arborists called SingleOps. They needed to create a new brand identity and website that clearly articulated the value of the two companies coming together.
Who are we trying to reach?
As I interviewed customers from both companies, I learned that landscapers and arborists are surprisingly different audiences with different attitudes and needs. Additionally, they exist on a spectrum of socio-economic backgrounds, with a range of specialties and needs. However, one thing stood out: they all wanted to improve the lives and surroundings of the people they care about. Finding this common ground gave us a core customer need that we could build a new brand around.
How do we get there?
To understand the two companies, I compiled insights from stakeholders, employees, and customers, and competitors then facilitated workshops to help the project team align on a vision forward. We developed a brand positioning framework that clearly articulated the purpose of the new, combined brand.
How do we bring it to life?
I led the creative team as they used the brand foundation to establish a new name, visual identity, and verbal identity that stood out among competitors. Leveraging the new look and feel, we designed a tradeshow booth, produced branded videos, and documented a thorough set of brand guidelines and assets.
To support the brand rollout and launch, I led the strategy, user experience, creative, and development of their new website. The site clearly articulates how the companies work together under the new name, and makes it easy for their different user types to find what they’re looking for.
Results
Client Testimonial
“Loving this new brand. It’s really makes waves in our industry. Thank you again for giving us this energy in our step!”
- Abbey Gilhula, EVP of Brand & Ecosystem, Granum
Customer Growth
Following the merger, Granum reported serving over 5,000 customers across North America. This is a notable increase from the approximately 4,000 customers reported at the time of the initial merger announcement in late 2024.
Adoption Rate
According to the 2026 State of Digital Technology Adoption report, Granum customers are 41% more likely to be fully digitized across their core workflows compared to the broader green industry.
More of My Work
Twin Cities in Motion
Brand, portfolio, and website experience for a nonprofit movement organization.
Power Wizard
Product and website user experience for an online electricity provider brokerage service.
Stamps.com
An interactive campaign that brought the brand to life and encouraged user engagement.