DFL Landscaping Supplies approached us looking for the full works: branding, print, web design & digital marketing. Having recently taken over the business, DFL required us to give the brand a complete re-vamp, starting with the logo and branding guidelines. From here, we were asked to design and coordinate signage, as well as designing and building an e-commerce site with a bespoke postcode-search facility and simple navigation for both consumers & traders. Once launched, we were tasked with taking the newly acquired business with little existing presence and making it a key supplier for landscaping supplies locally.
We began planning for DFL’s rebrand and new website by conducting thorough competitor research for landscape suppliers & e-commerce shops a like. We discussed colour schemes & typography options, with the desired effect of creating branding which incorporated colour and used bold, simple lettering which would be easily read on all mediums – from brochures to the website. For the website, we paid close attention to the journey of a user when shopping online which led us to create an easy-to-navigate shop area with a simplified, stripped out checkout to reduce basket abandonments.
Throughout the build for DFL’s site, we placed strategy at the forefront of all our processes. With digital marketing strategies, we started with SEO; we ensured that the site was well-optimised from a responsive and speed perspective as well as focussing on crafting SEO-friendly content. From launching the site, we began to work on increasing their social following and creating PPC ads for Facebook and Google AdWords, using a mixture of Shopping, Display & Search Ads to encourage purchases on the site. We continue to work with DFL on a monthly basis, optimising, monitoring and adapting our strategy based on online sales.
The branding process for DFL included brainstorming the type of image that they wanted to portray to their consumers and trade customers. With their print needs of van wrapping and work uniforms in mind, we used bright, bold colours which resonated with the landscaping and gardening industry and helped them stand out for their competitors. We then looked at using a san-serif font which again was easy to read and clearly stated their name. We created the “DFL” portion of the logo to be bold enough to stand alone, whilst using muted, complementary tones for “Landscaping Supplies,” so there was no confusion over what services they provide.
After a few months of being up-and-running, DFL asked us to help them create a trade brochure to be sent to local traders in the area to promote their new products and offer a trade discount. We began the process by assessing the needs and variety of products required for promotion, taking DFL’s content and arranging it into a simple, yet striking, landscape brochure. We recommended paper weights and finishes and co-ordinated with our printers to produce the final design. With our experience in digital marketing, we knew it was vital to be able to track the impact of the brochure send out to help guide future offline marketing. We created a landing page on the website with similar design elements to the print out in order to provide consistency. We also included a trade form so that we could track all conversions from the send out.