DOWN TO EARTH GARDENS
The opportunity was to create an identity system for a gardener who was not to be confused (at his request) with an old yard man carrying a rake. . .
By planning meticulously and working months ahead of current seasons, this gardener is responsible for creating many of the most spectacular public and private gardens in his region. The seasonal nature of his work and the infinite combinations of flora shrubs trees and flowers he plants and tends, made for seemingly infinite conceptual and visual directions for his brand identity. After much research and thought, it became clear that the most effective way to convey every possibility could be to depict only the elements essential for growth:
Yellow (primary color conveying light) + Blue (primary color conveying water) = Green (secondary color conveying growth)
Translucent envelopes make it possible for seasonal seeds to be an integral and visible component of each mailing.