Brand Identity Development
Project Title
Portfolio Nursery Collection | Brand Awareness Campaign
Role
Designer | Art Director
Scope
Pull-up banner, Spec Sheets, Point-of-Sale Display, Plant Stakes, Tags, Plant and Flower Pots, Promotional Items
Results
Engineered High-Margin Brand Identity:
Spearheaded the creative vision and launch of an exclusive "jobsite-ready" nursery brand, contributing to a 29% increase in total net sales ($3.48B) and a 22% surge in organic daily sales during the inaugural launch year.
Spearheaded the creative vision and launch of an exclusive "jobsite-ready" nursery brand, contributing to a 29% increase in total net sales ($3.48B) and a 22% surge in organic daily sales during the inaugural launch year.
Scaled National Brand Awareness:
Directed the visual identity and market positioning for a premium product line across a 620-branch network, successfully penetrating 45 U.S. states and establishing "Portfolio" as a top-tier professional-grade alternative to commodity nursery stock.
Directed the visual identity and market positioning for a premium product line across a 620-branch network, successfully penetrating 45 U.S. states and establishing "Portfolio" as a top-tier professional-grade alternative to commodity nursery stock.
Drove Product-Mix Growth:
Leveraged strategic storytelling and premium genetics positioning to elevate the Nursery category to 8% of the total product mix within the first 18 months, supporting a long-term digital strategy that fueled a 180% increase in e-commerce sales.
Leveraged strategic storytelling and premium genetics positioning to elevate the Nursery category to 8% of the total product mix within the first 18 months, supporting a long-term digital strategy that fueled a 180% increase in e-commerce sales.
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