Greenscape
Confidence Restored
Across Australia, customers are increasingly being left with unfinished landscaping and maintenance work when businesses close, disappear or fail to deliver on their promises. This has contributed to a lack of trust within the industry, leaving homeowners and businesses uncertain about who they can rely on.
Creating a brand that feels trustworthy, reliable and connected to the community was paramount in addressing this issue. The logo, colour and typographic systems were carefully developed to communicate these values, giving customers confidence that Greenscape can be relied upon.
The new icon is inspired by the stripes created in a freshly mowed lawn, contained within a square to create a strong and structured form. Referencing shape theory, the square is associated with strength, stability and reliability, reinforcing Greenscape’s core brand values.
This is paired with Neue Haas Grotesk Medium, selected for its clean, structured and highly legible form. The Medium weight provides enough visual strength to communicate confidence and reliability without feeling overly heavy or intimidating.
The primary shades of green reinforce Greenscape’s values by creating a visual sense of calm, trust and reliability. Green is naturally associated with growth, nature and wellbeing, helping customers feel reassured that they are working with a dependable company.
The typography system combines Benton Modern with Neue Haas Grotesk, creating a balance of professionalism and clarity. Benton Modern is used for XL headlines, providing a serious, crisp and established character, while Neue Haas Grotesk is used for smaller supporting information.
An identity guidelines document was created to ensure the Greenscape brand is used correctly and consistently across all applications. It provides clear direction on the use of key brand elements, including the logo, colour palette, typography and layout.
The outcome positions Greenscape as a reliable and trustworthy landscaping brand. The simple and consistent design helps the business feel more professional and established, giving customers confidence that they can rely on.