Cultivating an Award-Winning Message with Viridian Landscape Studio

CLIENT: Viridian Landscape Studio | SERVICES: messaging / project narratives / awards

Viridian Landscape Studio has been designing landscapes that heal for more than 20 years. With a focus on equitable environments, native plantings, and green infrastructure, their work is truly transformative. But not enough people were aware of the firm’s full capabilities and many didn’t understand the true impact of their work. Our goal: reaffirm Viridian as one of the most thoughtful, knowledgeable, and conscientious landscape practices in Philadelphia and increase their brand recognition in the competitive regional market.

Over the course of an ongoing five-year partnership, ADVSCOPY has workjed with Viridian principal Tavis Dockwiller and the entire Viridian team to hone their messaging, create extensive narratives for the firm and their projects, and develop new marketing collateral. Together, we translated the passion of that first conversation into an award-winning messaging strategy.

Our narratives for Viridian’s most important projects, including a case study for their work on FDU’s campus, has helpd the firm earn new and larger projects. Every description explains, in very clear language, what Viridian did and how their work is making things better for the client and the community. 

PUBLISHER: Images 
EDITOR: Andrea Monfried
DESIGNER: Jonatan Eriksson
TEXT: ADVSCOPY / JIMMY STAMP
9 x 11 inches
240 pages
400 color illustrations

Tavis Dockwiller
Founding Principal, Viridian Landscape Studio

“The FDU case study has continued to provide enormous returns on our investment. We have used it so many times and it is really making a difference. The story is told so beautifully. It’s helping people see and appreciate the work we’re doing. It’s elevating our practice.”

75% Award Submission Success

ADVSCOPY wrote new project narratives for several of Viridian’s most important projects and prepared an extensive case study for their work on FDU’s campus. Every description explains, in very clear language, what Viridian did and how their work is making things better for the client and the community.

We adapted this new writing for multiple successful award submissions, including a SCUP Award of Excellence and ASLA PA-DE Award of Excellence for the FDU Spirit Footbridge, as well as a National ASLA Honor Award, and an American Planning Association PA Great Places Award. Viridian continues to reference and repurpose the case study to support their business development goals. 

Above: The FDU Footbridge was recognized with the SCUP 2021 Award of Excellence and ASLA PA-DE 2021 Award of Excellence. 
Left: “Farm for the City.” Our narratives helped the project win the ASLA 2021 National Honor Award and ASLA National 2021 People’s Choice Award.
Sample project sheet. The project sheet template can accommodate text from 200 words up to 400 words without disrupting the design.

Creating a System to Communicate Value Quickly and Easily

To support this new writing, we also developed clean, modern templates for project sheets, marketing brochures, and case studies that Viridian can print or share digitally. The flexible new templates are designed for skimmers, scanners, and readers, prioritizing the most important information. They also save the firm time and let them more quickly respond to client inquiries. 

We also developed new marketing collateral showcasing the firm’s experience and expertise in key markets. With a focus on results, the new texts makes it clear how Viridian’s work has successfully addressed common challenges in these areas and how past clients have benefited from their work. 

Pruning an Overgrown Website to Create New Opportunities

A website, like a garden, can get a little wild over time. Before preparing the new materials, ADVSCOPY completed an audit of the Viridian's website and existing marketing collateral. Since the firm wasn't yet ready to overhaul their entire site, we identified and implemented simple small that would have a big impact by improving readability and the overall user experience.

ADVSCOPY sharpened up Viridian’s brand. Working with their existing visual assets, we helped define a consistent visual identity. This has dramatically helped improve firm visibility and recognition as people encounter the Viridian name and logo online and in person. 

Tavis Dockwiller
Founding Principal, Viridian Landscape Studio

“I teared up when I first read what Jimmy wrote. It means so much that he can see us and our work so clearly, and help us share it with the world.”

Need help getting out
your message?

Whether you want to win more awrds or win project projects, or just feel more confident about discussing your work, we can help.

Get in touch today and soon you’ll always know exactly what to say and how to say it.

Fill out the form and ADVSCOPY founder Jimmy Stamp will get back to you in 24 hours.