Developing a tone of voice and portfolio website for a Surrey-based landscape gardener looking to expand his design business.
Having grown a successful garden maintenance company over several years, Caspar had started to develop the design aspect of his business. With several projects completed from sketch through build, he was looking for a portfolio that could showcase his work and articulate his design process.
Caspar was looking for something that could articulate his creative savvy without being conceited and appealing to the middle of the market.
Asides from Caspar’s handdrawn logo, I had carte blanche to create the tone of voice and visual identity for his brand. Visual cues were taken from the type of work the site would be displaying - more Ground Force than Chelsea Flower Show.
The slab serif typeface has a no-nonsense honesty to it and used in multiple weights is able to work as headline and body text. The colour palette is equally robust with it’s earthy grey and dark green and lighter accent shade. The tone of voice is intended to be conversational but efficient with an emphasis on why decisions were made and their resultant benefits for customers.
Built using a 12 column responsive grid, the finished site is a simpe 5 page walkthrough of Caspar’s work so far.
The homepage hosts links off to full case studies, an overview of quick design jobs, his design process and contact details.
The project pages present the initial design challenge, the decisions taken and ruminations on the final outcome. Photgraphically, the pages attempt to give a 360o spin around the gardens.