Case STudy Greenway Landscape Supply

Greenway Landscape Supply is a full-service landscape partner serving upscale homeowners in Southwest Florida. They help customers move from idea to finished outdoor space by combining expert guidance, premium materials, and in-house installation, whether the homeowner wants to do it themselves or have everything handled for them.

They came to me at a point where the business itself was working, but the brand wasn’t pulling its weight. Their identity felt amateur, inconsistent, and didn’t reflect the quality of their products or services. They wanted to do more than just refresh the logo. They wanted to clarify their position and build a complete brand system that would communicate their value and stand out from their competitors.

CHALLENGES:

  1. An identity that looked amateur/DIY

  2. No clear positioning

  3. Inconsistent visuals and messaging across signage, vehicles, print, and digital

  4. No strong reason for customers to choose them over competitors

After

Greenway Landscape Supply logo overlaid on a greenhouse filled with various plants and flowers.

Before

Logo for Greenway Landscape Supply featuring a green stylized globe with leaves and black text.

SOLUTION

We started by using the Breakthrough Brand Blueprint to define the four core elements of Greenway’s brand: the upscale DIY homeowner they serve, the all-in-one offer that combines design, materials, and installation, the approachable and knowledgeable personality of the team, and a brand story centered on confidence, clarity, and getting projects done right.

That foundation revealed a clear strategic direction: Greenway isn’t just selling mulch, plants, or pavers, they’re selling confidence. Confidence to start a project, confidence to make the right choices, and confidence that the final result will look as good as imagined.

Six words were used to define the overall visual direction:

Fresh, Bold, Bright, Clean, Professional, Approachable

Visually, we built a system designed for real-world use. The new identity features a bold, modern mark that works across signage, vehicles, apparel, and digital platforms. A refined green palette reinforced growth, quality, and professionalism without feeling cold or corporate. Supporting graphics, photography, and layouts emphasized people, process, and finished results, making the brand feel human, capable, and dependable.

Messaging was simplified and sharpened to clearly communicate Greenway’s role as a partner, not just a supplier.

Language shifted away from product lists and toward outcomes, making it immediately clear how Greenway helps homeowners move from uncertainty to confidence.

Greenway Landscape Supply went from looking like just another small landscape supplier to standing out as the highly skilled, deeply knowledgeable, obvious choice for homeowners who want quality results without confusion, whether they’re hands-on or want it fully handled.

A detailed infographic about Greenway's approach to upscaling DIY home improvement, emphasizing audience understanding, storytelling, personality, and offer through interconnected circles and bullet points, with supplemental images of people, plants, and tools.
Greenway Landscape Supply logo with green leaf and letter 'G' icon, company name in bold green letters, and slogan 'Your Complete Project Partner - From DIY to Done-for-You.'
A collage of images related to landscaping and gardening: a house with a stone driveway and palm trees, pink petunias, a smiling man in a green uniform, a satisfied couple gardening, gardening tools in soil, a modern white house with a landscaped yard, colorful plants, a backyard pool with patio furniture, and close-up of stone pavers.
Logo for Greenway Landscape Supply with green and black versions, featuring a leaf icon and the tagline 'Your Complete Project Partner - From DIY to Done-for-You.'
Color palette with six shades labeled from top left to bottom right: Grow - gradient with RGB 116,191,26 and Hex #74BF24; Deep Green - Solid color with RGB 0,73,43; Mulch - RGB 91,77,65; Lush Green - RGB 116,191,36; Light Green - RGB 206,227,160; Sunshine - RGB 255,230,0.
Advertisement for Greenway Landscape Supply featuring a man in a green polo shirt and cap. The ad highlights their services, locations in Naples and Estero, Florida, and the phone number (239) 352-1496. The design includes images of soil with a shovel, a paved walkway, and a lush green lawn.
A green background with tall grass and white text including a main heading, subheading, body text, and highlighted text.
Greenway Landscape Supply promotional display items, including a business card with a photo of a man and the company logo, a sign with contact info, and a green cap with the green company logo; also a large outdoor sign in a landscaped bed with the Greenway logo, company name, contact number, and slogan.
Brochure for Greenway Landscape Supply featuring images of landscaping projects and services, along with a photo of a man in a greenhouse, a store entrance with potted plants, and a roadside sign with company contact information.
A white pickup truck with Greenway Landscape Supply branding parked outside a greenhouse filled with colorful flowers and plants. The truck’s side displays company information and logo.

RESULT

  1. A clearly positioned brand that communicates “complete project partner” at a glance

  2. A professional, flexible identity system that works across yard signage, trucks, apparel, print, and digital

  3. Consistent messaging that builds trust with first-time customers and reinforces confidence in the buying decision

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