Branding & Marketing Collateral for Natural Landscaping

Building a Brand: Logo & Promotional Brochure Design

Project Overview

Natural Landscaping and Maintenance initially approached me to design a Yellow Pages ad. The promotion was successful, but when delivering the final files, I noticed that the existing logo lacked visual strength. I proposed a refreshed logo design, which led to a broader conversation about branding. Recognizing an opportunity to enhance their marketing efforts, I suggested creating a direct mail trifold brochure to attract new customers while reinforcing a stronger visual identity.

My Role & Contributions

As a visual designer, I led the logo redesign and trifold brochure creation for the company’s direct mail campaign. My responsibilities included:

Logo Design: Developing an updated logo concept and refining it into a finalized design.
Brochure Design: Crafting a compelling layout that incorporated lifestyle imagery and scenic visuals to evoke a sense of connection with outdoor spaces.
Print Production Coordination: Researching print specifications, aligning expectations with both the client and the print shop

Logo Research and Inspiration

During my research into natural landscaping and maintenance, I explored what makes a landscape feel truly natural and beautiful. I wanted the logo to visually represent this idea while emphasizing the "natural" aspect of the company’s name. After analyzing competitors and brainstorming concepts, I landed on a Bird of Paradise as the central motif—a plant known for its vibrant presence in landscaping. I illustrated the plant in white, paired with green leaves and a blue sky backdrop to evoke a fresh, open-air feel. To reinforce the brand identity, I overlaid the word "Natural" in a vanilla hue, adding "Landscaping Contractors", complemented by an arc swoosh to enhance the flow.

Light Background

Natural Landscaping Contractors logo with black text. This combination was used in marketing such as website, business cards, and vehicle signage.

Dark Background

Natural Landscaping Contractors logo with white text. This version was not used with solid dark colors, however it was used in the brochure over photographs, see below.

Mixed Background

Natural Landscaping Contractors logo with white text on a mixed color background. This is how the design had the most visual impact.

The Brochure Cover

The front page of the trifold brochure featured a brick retaining wall and contact information sitting in front/below the wall. Above the wall and hovering in front of a flower bed is the business proposition, to the point, and easy to read. Upon opening the trifold, the reader is greeted with several testimonials in front of some freshly cut grass. ⛳️

The Content Design

The full spread of the brochure reveals 3 columns of messaging in the layout: Our services, Our work, and Our philosophy. The design is spread across a picture of a yard with photographs of finished projects to entice the reader into a world of cozy and comfy living. The spread is especially effective as the reader opens the brochure, they peek into a vision of how their living space could be, and are again met with a call to action to pick up the phone and call Natural Landscaping Contractors.

Logo Drafts

Preliminary versions of the new Natural Landscaping logo design, including the original.