Cultivating brand messaging with a landscape design firm.
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.
Client:
Viridian Landscape Studio
New York, NY
Services:
• Brand messaging
• Project narratives
• Firm profile & team bios
• Marketing collateral & templates
• Award submissions
Awards:
• SCUP Excellence Awards
• ASLA National
• ASLA PA-DE
Viridian Landscape Studio, Fairleigh Dickinson University Spirit Footbridge
In our very first conversation with Viridian, founding principal Tavis Dockwiller spoke passionately about their mission, their values, and their goals. She had a clear idea of who the firm was and what they did. She just needed a little help to communicate those ideas in writing.
ADvsCOPY worked with Tavis and the entire Viridian team to hone their messaging through a new firm profile and team bios, updated project text and case studies, marketing collateral and more. Together, we translated the passion of that first conversation into an award-winning messaging strategy.
Awards: SCUP 2021 Award of Excellence; ASLA PA-DE 2021 Award of Excellence. ADvsCOPY helped Viridian prepare successful award submissions for their FDU Footbridge.
Better messaging means better recognition
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.
“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 beautiful. It’s helping people across the board see and appreciate the work we’re doing. It’s elevating our practice.”
TAVIS DOCKWILLER
Founding Principal, Viridian Landscape Studio
Awards: ASLA 2021 National Honor Award; ASLA National 2021 People’s Choice Award. ADvsCOPY crafted new project narratives that helped earn National recognition for Viridian’s project “Farm for the City.”
Sample project sheet. The project sheet template can accommodate text from 200 words up to 400 words without disrupting the design.
It’s not just what you say, it’s how you say it.
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 and readers, prioritizing the most important information. They also save the firm time and let them more quickly respond to client inquiries.
ADvsCOPY also 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.
Pruning overgrown copy to improve readability — and understanding.
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 several small changes that would have a big impact by improving readability and the overall user experience.
Web audit. Our comprehensive “redline” audit clearly identifies design issues that hinder readability or dilute the firm’s messaging, and suggests easy-to-implement changes to improve clarity.
Marketing Collateral. Excerpts from a brochure ADvsCOPY devised and wrote that highlights how Viridian’s services impact key market sectors.
Developing marketing collateral that creates new opportunities
As part of our process to strengthen Viridian’s positioning and recognition, we developed new marketing collateral showcasing the firm’s experience and expertise in key markets. With a focus on results, the new text makes it clear how Viridian’s work has successfully addressed common challenges in these areas and how past clients have benefited from their work.
“I teared up when I read what Jimmy wrote — from bios to marketing materials. It means so much that he can see us and our work so clearly, and help us share it with the world.”
Tavis Dockwiller
Founding Principal, Viridian Landscape Studio
Need help getting out
your message?
Have a question? Want to learn more about how ADVSCOPY can support your practice? Get in touch!