Services identity, branding, website design, social media, illustration, and brand strategy
Bloom Landscaping, a small independent residential landscaping firm, faced the challenge of competing against much larger, established companies that dominated their local market. They needed a comprehensive brand strategy and visual identity that would help them expand their market presence while connecting with their primary decision-makers: women homeowners.
Strategic Research & Market Positioning
Market Analysis: My research revealed a significant gap in the landscaping industry—despite women being the primary decision-makers for residential landscaping purchases, none of the major competitors were speaking directly to this audience.
Competitive Advantage: This insight became Bloom's strategic differentiator. While competitors focused on traditional, masculine-coded landscaping imagery, we positioned Bloom as the landscaping company that truly understood women's desires for beautiful, livable outdoor spaces.
Brand Strategy: We developed a positioning that was authentically feminine without being exclusionary—celebrating the organic, nurturing aspects of landscaping that resonated with women's approach to home and garden decisions.
Strategic Success
This comprehensive branding project demonstrated that small businesses can compete effectively against larger competitors when they:
Identify underserved market segments (women decision-makers)
Develop authentic brand positioning that resonates with target audiences
Create consistent brand experiences across all touchpoints
Build genuine client relationships through thoughtful details like custom gifts
The Bloom Landscaping brand identity became more than visual design—it became a strategic business tool that supported growth, differentiation, and meaningful client connections in a competitive market.
Complete Brand Identity System
Core Identity: Organic & Unapologetically Feminine
Visual Language: I created a brand identity that embraced organic forms and feminine aesthetics without apology. The design system featured:
Flowing, natural typography that suggested growth and movement
Organic color palette inspired by blooming gardens and natural landscapes
Botanical illustrations that celebrated the beauty of plant life
Soft, approachable design elements that felt welcoming rather than intimidating
Logo Design: The Bloom logo incorporated organic growth patterns and botanical elements, creating immediate recognition while communicating the company's nurturing approach to landscape design.