Creative Brief

As Bayview’s business began to evolve from a solopreneur to a thriving landscape architecture firm with staff, it was also time to evolve the brand identity. The hand-drawn nature of the existing logo was inflexible, and while brand guidelines existed, they were not consistently applied. The website lacked consistent messaging, and prospective clients could not understand whether Bayview would fit their project well. With a high-net-worth clientele, it was time for Bayview to start projecting a little more sophistication while maintaining the vibe of a small team that you would actually want to spend time with. 

CVG diligently worked with Bayview to uncover the firm’s true essence. Leading up to beginning the visual identity work, we wrote mission and vision statements, developed firm values, researched the competition, created detailed client personas, and documented and improved upon the prospect-to-client journey map. 

Spending the time to articulate the Bayview brand clearly and its differentiators paid dividends. The resulting graphic identity is a perfect reflection of sophistication and friendliness. It’s been applied across collateral, office and project site signage, SWAG, a newly launched e-newsletter, and the firm’s website. The website integrates a new client guide called the Landscape Architecture Experience Guide, a cost calculator, and FAQs to help prospective clients self-qualify, significantly improving the quality of leads and the messaging and visuals expertly guide website visitors through separate customer journeys for home design and community design.