CLS Landscape

Strategy Lead Transformation

CLS Landscape has successfully grown and evolved its business over the past decade. But as they began to promote new service lines a clear limitation to growth was how their brand name and architecture were structured.

Our Role

  • Strategy
  • Market Research
  • Customer Experience
  • CRM implementation
  • Process Mapping

The Need

To understand their current reputation within the marketplace, each line of business’s audience sets needed to be researched and defined. With that understanding, a foundational set of language was also created to communicate the future brand aspirations moving forward. This was an important starting point for all creative and strategic decisions.

The Project

  • Market Research & Brand Strategy
  • Brand Foundational Language and Tone of Voice
  • Brand Identity, Brand Architecture & Illustration
  • Marketing and Communications Plan & Budget
  • Social Media and Content Plan, Creation, Management & Measurement
  • Google Ads Management
  • Business Process Mapping

The Challenge

The strategic work uncovered strong buy-in of the current brand from its customers. However, there were clearly two lines of business that were operating under one umbrella. Each of these business lines had its own target audiences with very different needs.

The new logo had to be adaptable to account for future product and service lines, allowing for optimal growth.

The new logo had to be adaptable to account for future product and service lines, allowing for optimal growth.

The Solution

We created a robust brand guideline that included brand architecture so each element and service line was well-considered and consistent moving forward. We completed a logo refresh that strengthened brand attributes without taking away elements that the loyal client base had become familiar with.

We also developed an annual marketing and communications plan with tactics and budgets for each project along with key ideas and content themes. From there each project had its own detailed plan, specific team members, timelines and anticipated results.

We also developed an annual marketing and communications plan with tactics and budgets for each project along with key ideas and content themes. From there each project had its own detailed plan, specific team members, timelines and anticipated results.

The Results

  1. A brand identity that provides a platform for consistent growth.
  2. A marketing strategy that consistently builds relationships and generates sales leads.
  3. A strategy for social and email marketing to maintain advancement on all channels along.
  4. Reporting for all marketing efforts that are reviewed monthly and optimized.

We have weekly meetings that keep everything on track and things get done in a timely manner, which was something we were lacking before working with Shannon and her great team. We have been thrilled with our results and feel we have received exceptional value.

Janelle Leary
CEO, CLS Landscape

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