Nurturing the birth of a brand while growing its investors and customers.
City Grange is a destination garden center and social enterprise that empowers people with tools, information, inspiration, and community so all barriers to urban gardening are removed. Its founder, social entrepreneur, LaManda Joy, asked us to build a differentiated brand that would attract investors and customers.
To help her express not just the “what”of City Grange, but the “why” of it, we honed in on the insight that people today love the idea of organic gardening, but most of these wannabe gardeners are destined for failure. Because while they may be nostalgic for a life that is simpler, greener, and healthier - they never learned how to garden, much less grow their own food, especially in a city.
Building off the promise that “United We Blossom,” we created a brand narrative, logo, and brand identity. Work that was modern and nostalgic and spoke to heritage and innovation. We created assets, templates and posting guides so the City Grange team is empowered to manage their day-to-day social media channels.
The investments and customers she needed came in. They have already opened two locations, established a successful landscaping business in the middle of the pandemic, were voted BEst of Chicago in multiple categories, and are now exploring options for their third location.