Willis Commercial Landscaping
When Willis Commercial Landscaping approached me about refreshing their brand, I knew this was going to be an exciting project. They needed to evolve from their decade-old identity into something that truly captured the vibrancy of their work while speaking to their high-end commercial clients. We worked together to develop everything from a fresh new logo to branded merchandise and digital presence, creating a cohesive brand that better reflects who they are today.
Client
Willis Lawn + Landscaping Services
Industry
Lawn Care Services
Service
Visual Identity
Brand Support
Web Design
Duration
8 Weeks
Overview
Since 2009, Willis Commercial Landscaping has been making Oklahoma City more beautiful, one property at a time. They're not your average landscaping company - they handle everything from seasonal landscaping and vegetation control to complex CapEx planning and water feature maintenance throughout the OKC metro area. While their service quality had always been top-notch, their brand needed to catch up with their reputation. Together, we embarked on creating a complete visual identity system, including brand guidelines, corporate materials, merchandise, social media templates, and a new website that would better represent their premium service offering.
The Challenge
The main hurdle we faced was finding the sweet spot between vibrant and sophisticated in an industry that tends to lean heavily on masculine design elements and muted colors. Their existing brand, while functional, was stuck in a world of greys and lackluster tones that didn't reflect the colorful nature of their work. We also had to navigate a tricky competitive landscape where certain colors were already "claimed" by local competitors. This meant getting creative with our color choices while ensuring the new brand would stand out in the right ways. The timeline added another layer of complexity - we needed to have everything ready for implementation before year's end.
The Process
I always start my projects with a thorough brand questionnaire, and the responses from Willis were enlightening. One answer that really shaped our direction was their desire for the brand to feel more feminine and appeal to their high-end corporate clientele. This wasn't just about creating another landscaping logo - it was about crafting an identity that would resonate with the managers and directors of the large corporations they work with daily. Their original logo had some interesting symbolism - a W for Willis, wrapped in a shield that doubled as a tulip. While we explored refreshing this concept (and I'll admit, it was one of my favorite directions), we also pushed boundaries with completely fresh approaches. Through our discovery and design process, we pivoted from initial color choices (like an electric teal) to a more distinctive palette that would help them own their space in the market. The presentation of concepts led to some great discussions, with two strong contenders emerging. After careful consideration and input from all partners, we landed on a direction that perfectly balanced sophistication with standout appeal - exactly what Willis needed to elevate their brand in the market.
The Result
While the new brand has only been in the wild for a couple of weeks, the response has been fantastic. The team at Willis, especially the women in leadership, have embraced how the new identity breaks away from traditional industry aesthetics while maintaining a professional edge. They're currently rolling out new merchandise, business cards, and other materials, with the website in development. What I love most about this project is how it proves that commercial service brands don't have to be bound by industry conventions. We created something that feels fresh and sophisticated while still being completely appropriate for a commercial landscaping company. The new brand gives Willis Commercial Landscaping room to grow and evolve, while better reflecting the quality and care they bring to every project.
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