Visual Identity

Progresscape had been operating for over a decade, but its brand didn't reflect that. There was no cohesive identity: no established color palette, no iconography, and print marketing and vehicle branding that didn't match from one piece to the next. The existing logo, while more modern, had alignment issues (including an inconsistent third "s") and only existed in a horizontal version, limiting how it could be used. Leads had started commenting on it directly, the brand felt cheap and new despite the company's real history, and print marketing hadn't moved past basic, run-of-the-mill flyers. There was no Google Business Profile either, so the credibility gap extended beyond print into how the company showed up online.

Rather than a full rebrand, the direction was refinement: Progresscape wanted to build around the colors already established in their newer logo, so the palette stayed close to that instead of introducing a drastic shift. The logo's rounded features carried through into every supporting element, iconography, patterns, and overall aesthetic, so the whole system felt like one cohesive extension of the mark rather than a collection of separate decisions. Typography stayed simple and restrained throughout.

Most landscaping companies lean toward cluttered marketing, every service and detail crammed onto a single flyer. The core decision here was the opposite: strip the clutter back and give each piece room to breathe, keeping only what a flyer truly needed to say. Less on the page meant a cleaner, more credible first impression.

A full marketing system built around the refined identity: a corrected, refined logo ready for implementation across formats, a custom color palette and iconography set, a short and concise brand guide, and print collateral including a range of flyers and business cards. A new Google Business Profile was also set up to give the brand a consistent, credible presence online, not just in print.