CLS Landscape has successfully grown and evolved their 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 was structured.
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 strategic work uncovered strong by-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 their 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.
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 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.
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