Steadfast in Service
Service with Purpose
When Evergreen Lawn and Property came to us, they had a different name. Their original name was very close to that of a major global retailer and this was leading to brand confusion and feelings of mistrust from potential customers. While not done intentionally, we partnered with ownership to show the merit in reinventing the company name and setting out on a course to create a new brand.
Through a series of creative intake and brainstorm sessions, we presented 10 different naming options and Evergreen took root.
In addition to having a great tie in to the lawn and property industry, the name contained everything ownership wanted to convey - honesty, trust, loyalty, hard work, humility, and integrity. It was also important to create a name and brand that had a strong connotative meaning, as the business was beginning to take steps towards acquiring other entities unrelated to lawn care. A strong parent brand was essential to this project’s success.
Hard work, Humility, & Hustle
Classic + Modern
As we began developing the Evergreen brand, we were challenged with creating a brand that felt fresh and innovative, but also captured some of those “business done with a handshake” vibes.
The tree silhouette mark in combination with our main serif typeface, Esteban, quickly because our lead choice as it gives off a “down to earth” feel, while still feeling up-to-date.
As we looked at competitor visual research in this industry, our decision to embrace this typeface was solidified as we noticed a lack of serif fonts in competitor logos and saw an opportunity to gain a strong advantage in the market place.
Less is More
Sometimes simpler is better. That’s the way we felt when landed on this simple, yet elegant monochromatic color palette.
With a name like Evergreen, we knew we needed to lean into the color green, but we didn’t want to stop there and call it a day. As we started researching evergreen trees, we were taken by the beauty of the Colorado Blue Spruce.
These magnificent trees have beautiful deep greens that shade just a touch towards the blue side. As you sink further into this color palette, you’re hit with waves of honesty, positivity, hard work, and perseverance - a perfect color match for the Evergreen brand voice and company values.
