Creative Brief

New Leaf Horticultural Services Ltd.

Date: 16/09/10
Project: corporate branding for New Leaf Horticultural Services - a Gardening,
Landscaping & Nursery Market co.
Project Champion: Jasper Hirst

Background:

To design and develop a comprehensive and well rounded, professional brand

identity that will encompass what is essentially five distinct businesses rolled
into one.

A successful resolution to this brief will convey a professional image that is

aesthetically pleasing, contemporary and yet alludes to the traditional values
of our organisations ethos. For the outcome to be truly successful we will need
a brand that is uniquely identifiable, distinguishing ourselves from our
competitors and above all, a brand that is interchangeable and transcends the
image gap between the different industry sectors. Please refer to the enclosed
business plan for a more in depth review of the mission statement and key
company services.

The Audience:

Our primary audience is the private customer. Generally speaking this would the
middle/upperclass homeowners with gardens and not enough time or inclination to
maintain them themselves. Individuals who possess a certain amount of disposable
income, enjoy premium brands and are keen to be green. We want the customers to
be reassured by the brand and we need to avoid looking or sounding like a small
inexperienced group of kids doing a garden round to earn some pocket money. At
the other end of the spectrum we need to avoid presenting like faceless
corporate contractors by appearing friendly and approachable.

People have radically different beliefs regarding gardening as it is a very

subjective and at times emotive topic. Personal tastes, understanding of
processes all vary from home to home. There are trends and fashions in
horticulture, which is one of the reasons things like the Chelsea flower show
and the Royal Horticultural Society are s popular. Depending on the level of
interest some people will believe everything we tell them. These are the
uninterested who see gardening as a chore. Whereas others will believe what they
know to be true according to the book. Theses are the enthusiasts. Both are
potentially good revenue sources but have to be approached in very different
ways.

Our secondary audience at this juncture are the business owners. People who have
business needs that require concise, decisive and professional services.
Services such as grounds that need maintaining, supply of fresh produce for
their cafes, restaurants, bars,cut materials for people like florists etc.

Objectives:

Our primary objective is to build a solid brand and reputation for domestic
gardening and landscaping. Further objectives are to develop a recognisable
brand for fresh produce and saleable by-products. In addition we should keep in
mind the need for potential to expand the brand into commercial maintenance as
grounds maintenance contractors and education providers. This means we will
require a brand that can straddle several industry sectors without looking out
of place.

The main priorities for our primary objective have to be the development of a
logo, colour scheme and font style for the brand.
The Message:

If we could get one sentence through all the clutter, it would be that good
things grow out of shit! There is a remarkable amount of waste even in the
gardening industry, and there are also a lot of cowboys out there doing a really
poor job. We would like to let people know that switching to us and being
greener isn't going to cost them more, it will ultimately save them money.
If asked to prove it, we would use it as an opportunity to push the kitchen
garden and cut garden concepts. Basically using peoples gardens as places to
grow fruit, vegetables, herbs and flowers for personal consumption, bartering or
sale.

Other major points we want to communicate are the importance of sharing

knowledge. With some basic training gardening can be very straightforward and
not at all scary or confusing. We would also like convey the enjoyment of
participation. Gardening is something the family can do together without
spending masses of money. And finally we would explain to people that if the
garden is tailored to the individual customers needs it is highly enjoyable and
rewarding experience being as demanding or hands off as you please.

The Medium:

The best way to reach this audience is through direct contact i.e. in person
with business cards, flyers, A boards, vehicle signage and uniforms. Also via
community outlets such as cards on the information boards in newsagents,
supermarkets and post offices. Also via posters and flyers in garden centres,
DIY shops etc.

Another way would be through the media via advertisements in local papers the
local online community through sites like Manchester online. These various forms
could all be used to direct traffic to the company website for in depth
information. Once a customer base has been established the introduction of a
seasonal or quarterly newsletter could be useful to upsell services and
products.

Inspiration:

Checkout www.didsburygardenservices.com for an overview of some of the services

we will offer. The site itself is dull and lacklustre compared with their so-
called design partner – www.janepetersongardendesign.co.uk. Other places to look
would be the APL's - www.landscaper.org.uk or the even RHS website -
www.rhs.org.uk. With regard to packaging, we like a diverse range of brands from
the wholesome home grown look of Walkers Red Sky crisps -
www.redskysnacks.co.uk, to the more formal, no nonsense look of Duchy Originals
with the royal seal of approval - www.duchyoriginals.com, to the earthy and
minimalist simplicity of muji, www.muji.co.uk to name but a few.

The Deadline:

Although we are currently in a test trading phase, the business officially goes
live in spring next year on 01/04/2011. As such the project must delivered in
its completed form on 01/02/2011.

Budget:

This project is in costing and subject to tender. Final budget to be advised by

way of return when printing and other external costs have been factored in.

The Responsible Parties:

Jasper Hirst

0161 445 0610

07890 690 070
jasper_hirst@yahoo.co.uk

enc. New Leaf business plan.