Client:

LandSource Organix (www.landsourceorganix.com)

Description:

Blower Truck business (first in Ontario)

Client Overview:

LandSource Organix is a blower truck company operating out of Milton, Ontario. The business began essentially as a mulch delivery and installation business, but has now grown to operate extensively in the areas of rooftop gardens, erosion control, silt management, turf establishment, turf renovation, soil installations, aggregate placement, playground safety surfaces and research and development. Their clients include municipalities, architects, engineers, and contracting firms across North America.

The Challenge:

Being the first blower truck operation in Ontario (there are a number of operations in the U.S.), LandSource faced the challenge of communicating to the consumer first what their service and capabilities were, and secondly, the advantage of their service and capabilities. The original visual brand created for the company was not given much thought and created more confusion among their target market than clarity (ie. Do they grow organix products? Are they a soil company?) (see logos). Many prospective customers did not get past the perceived impression of who LandSource is, thus closing the door to future opportunity in educating them about LandSource’s actual capabilities. An additional challenge identified in the branding process was the diversity of their target group. For example, the interest and selling points in marketing to engineers was not necessarily relevant to an installation contractor, thus necessitating uniquely focused materials.

The Solution:

LandSource Organix needed to be completely rebranded as a company to better illustrate their specific capabilities and better reflect their position in the industry. The image and materials for LandSource needed to be entirely recreated, starting with their corporate logo. The new logo needed to reflect their service to the horticulture industry, and represent the physical aspect of their blower truck technology. New marketing materials (trade magazine ad, mailer card, tradeshow brochure, tradeshow brochure and spec. cd, etc.) had to be specifically targeted to each audience. A new website needed to be designed to strengthen their image and better inform the consumer.

The Results:

The new visual brand for LandSource Organix was launched in November 2004. Since then, the company has grown from a small operation to a multi-truck operation serving municipalities, architects, engineers and contractors across North America. They have become prominent in the Ontario horticultural industry, and are recognized North America wide for their capabilities for rooftop gardens.