MY WORK
Empowering the Green Industry to Work Smarter
Client
Granum
Category
Software, Landscaping
My Role
Brand Strategy
Website Strategy
User Experience
Visual and Verbal Identity Oversight
Web Design & Dev Oversight
Year
2025
A leading landscaping software platform had recently merged with a similar tool for arborists. They needed to create a new brand identity and website that clearly articulated the value of the two companies coming together. Landscapers and Arborists are surprisingly different audiences with different attitudes and needs. Similarly, the people who worked at each of the companies were coming from different work cultures. They needed a consultant who could identify and understand these nuanced differences, and find the common ground around which to build a new brand without alienating loyal customers.
Brand, Creative, Production & Launch
As the lead on this full-service project, I kicked things off with a strategic approach to understanding each of the companies and who they served. I compiled insights from stakeholders, employees, and customers 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 their combined brand. We used this foundation to help them establish a new name and visual 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.
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.