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Design & Branding, Creative, Strategy, Consultancy

Lesley Buchan Gardens – Brand Identity & Website

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The Challenge

A brand identity and website for Lesley Buchan Gardens, a London based garden designer with an expert mix of horticulture training and design experience.

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The Results

The project began with a brand workshop and strategy. From this we established the creative brief, what makes Lesley different, why people should believe and who her service is aimed at.

We defined a purpose, vision, mission, values, personality and positioning for the brand.

We adjusted the business name by simply changing ‘Lesley Buchan Garden Design’ to ‘Lesley Buchan Gardens’. This not only shortened the name but also opened up the proposition to feel broader, more holistic and better reflect Lesley’s overall offer and expertise. A key message was written to describe Lesley’s broad offer in one sentence: ‘Horticulture and garden design for any outdoor space’.

We also clarified how Lesley could address her broad target audience: ‘anyone with an outdoor space they’d like to love more’. This was made to feel inclusive and inviting whilst also suggesting the overall benefit of Lesley’s offer.

The logo reflects Lesley’s expert combination of ‘horticulture’ and ‘design’ in an idea that integrates the LB from Lesley Buchan and brings it to life with elegant, geometric petals that stem from the L and form the B.

The colours use a neon green that stands out and adds a contemporary feel, especially when used with imagery and the dark green from the palette. We used a neon green foil on an uncoated, racing green card for her business cards. This not only reflects the attention to detail and craft that Lesley offers but also helps her to stand out from the competition and be remembered. A warm, off white is also used in combination with the neon green and rich, dark green backgrounds across the website.

The new website captures and communicates Lesley’s offer with close up photography that heroes different plant details, project photography, conceptual sketches and a new tone of voice.

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