Frontier Landscapes
Full Rebrand Showcase
Frontier Landscapes is a small, yet mighty, family-owned and operated design + build landscaping firm with an unparalleled foundation of integrity, value, and service. With over 25 years of experience they develop practical outdoor living environments with pride and every space receives a well-crafted stamp of approval.
The Challenge
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Demonstrate owner Joe’s honest, integrity-driven approach
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Build a rugged look, yet still appeals to women
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Strengthen the brand image, so Joe would not lose out to his competition
The Strategy
Frontier Landscapes Inc., owner Joe Bontekoe, reached out to us with the feeling that his dated company image and a clunky website was holding him back from securing his ideal clients - the young professionals and empty nesters. Compounded with Joe’s son, Ethan was due to enter the family business, it was the perfect time for a rebrand, to make the identity successful for the next generation. We were immediately captivated by the brand's built-to-last philosophy. Words like integrity, practicality, and craftsmanship, communicated the core values of Frontier Landscapes' well-crafted persona.
The strategy focused on the ‘Well-Crafted’ tradition of the business, with an eclectic blend of influences derived from solid craftsmanship, art history, colour theory, and architecture.
The nature-inspired palette was cultivated from the company’s primary landscaping materials of stone, wood, and the element of water.
We chose to refine the deep brown (from the previous identity) to copper, as it evokes a feeling of energy and vitality while maintaining a friendly appeal. The hue connects back to the business objectives by being warm, earthy, energetic and confident.
We softened the goldenrod to medium tan, as it relates to quality, being hard-working, industrious, and reliable. Tan has a manly, rugged appeal, it's also wholesome, woodsy and true outdoor hue. It is described as genuine, dependable, and honest -- adjectives the brand ethos was built upon.
The patterns pay homage to craftsmanship and geometrics, particularly the Art Deco stained glass motif of Joe’s favourite architect, the famed Frank Lloyd Wright. The use of shapes ties back to the business fundamentals with the circle representing community and unity, the squares, a nod to balance and professionalism, and triangles resonating with masculinity, power, and stability.
The Result
We recommended the style be of heritage with modern appeal, capitalizing on the interests and style of their ideal customer. Being small and focused, there is a level of authority and confidence that comes with experience. It was important to highlight the ‘well crafted’ and 'years in business' aspects as both were to be distinctive parts of the rebranded identity.
The design was indicative of clean, straight edges and solid craftsmanship. Rightly so, the monogram is the focal point of the concept; the "F" is crafted from stone (pavers) and the "L" is carved from wood, it's all about precision, balance, and professionalism.
The nods to heritage are seen in the brand elements' use of weathered arrows, touches of serif typography, and texture. The feelings of quality, reliability, and honesty transcend the confident, wholesome and rugged colour scheme.
Thank you for all your creativity and expertise.
Great job listening to us, learning about who we are and designing our refined look.
The Takeaway
Frontier Landscape is now creating the right impression – the brand strategy has taken them to the next level and effectively communicates the value of refined outdoor spaces. In 2021, Frontier Landscapes won Landscape Ontario’s Special Interest Award for a project we captured.