Like a lot of people, Josh Sherman started mowing lawns for spending money in high school. Unlike a lot of people, he grew that pastime into a thriving, responsible business. After 18 years of hard work, Josh decided to grow his company even further. He partnered with his good friend Keller to expand his company’s offering into a full-service, comprehensive landscaping organization. To that end, he hired us to think through this transition from a branding perspective. A new name and identity.
The landscaping industry has its fair share of sophisticates, but by and large it’s full of unoriginal branding. Puns. Law firm-style logos. Some look so generic that you assume they’re an FBI front. Josh and Keller wanted to stand out. So we did exactly the opposite of what the rest of their industry is guilty of. Starting with their name.
Plot is born from a simple work ethic. Its monosyllabic, layered meaning makes it impactful over time. The mark is similarly meaningful. It incorporates imagery from this organization’s work: interlocking straight lines across a lawn. And it hints at a compass motif, incorporating Plot’s desire to guide their clients through small but important decisions about their spaces. Their color is similarly surprising, yet meaningful.
Incorporating this identity across touchpoints was intuitive. From their website to their trucks, this flexible identity carves out a space in the industry that no one has touched before. The launch was seamless and quick. They pushed to get everything converted in one night.
They started by writing a letter to their clients and sending them to a temporary site that would give people a little more information. Then, they put on a party that included a presentation on the new branding, new benefits, and Plot’s vision. They had a raffle where every employee won Plot swag. And at the end of the party, they gave everyone their pick of new boots from the mobile National Workwear truck.
“It’s human nature to look at change and wonder, “What’s in it for me?” We wanted to let our team know that this process was all about growing their career and their company.”
– Keller Ross, Partner
But this wasn’t just a facelift. Josh and Keller revamped their entire company to start from the best possible place.
“We rethought everything from scheduling to estimating. We looked into creating a “destination” company for both employees and clients. This included offering greater benefits, putting together training programs, and implementing weekly safety meetings.”
“To us, it’s the little things that have changed. Employees show up to the office earlier and ready to work. They ask us for extra shirts and hats to hand out to friends and family. And they even want the company decal on their personal vehicles.”
Here is an excerpt from a client’s message to their team:
“I just wanted to say how blown away I have been with everything you’ve been doing with the release of Plot! To say you’ve made big waves in a short amount of time is an understatement. I’m very proud of your accomplishments and the direction you guys are headed.”
In Lexington, Plot is noticed immediately. Their trucks are their most visible touchpoint, and they definitely turn heads.