Kotyra Gardenscapes

Brand and website · 2024

Brand strategy, identity, design system and website for a Melbourne gardening and landscaping business.

“Fred rebranded Kotyra and built our new website. Clear process, quick turnaround, very satisfied with the results. Highly recommend.”

Alfredo Anaduta, owner

A Melbourne gardening and landscaping business with 165-plus clients, an old script logo and no system behind it. I ran the brand strategy first, then designed the mark, the colours and the type, built the system out to vehicles, cards, web and social, and designed and built the new website with a working blog.

A deck slide titled DNA from old to new: the old Kotyra script logo with a house, leaves and a trowel, an arrow, then the new mark, a sunrise over green hills that form a handshake, beside the Kotyra Gardenscapes wordmark in orange and green.

The old script logo and the new mark side by side. The strategy came first: the values, the enemy the brand stands against, the customer it serves. The mark followed from that.

A deck slide titled Lockups: eight arrangements of the Kotyra Gardenscapes mark, a round badge with the year 2022, the stacked mark, the mark beside the wordmark, and the wordmark alone, in orange and green.

The lockups: the badge, the stacked mark, the mark beside the wordmark and the wordmark alone, each handed over in SVG and PNG.

A deck slide titled Symbolism: a flower plus a sunrise makes the orange rays, grassy hills plus a handshake make the green base, with the finished symbol at the right.

The symbol: sunrise rays drawn from flower petals over green hills that double as a handshake.

A deck slide titled Colours: eight named swatches, from Bushland Green and Gumleaf Green to Outback Ochre, Sunset Rust, Wattle Gold and Desert Glow, each with its code and a line on what it stands for, the four used in the logo boxed together.

Colours named for the Australian landscape, Sofia Sans and Merriweather for type, and a 60/30/10 rule for every surface.

A deck slide titled Vehicles: a white van from the side with the sunrise and handshake mark across it, the badge on the door and four services listed, and the van's back doors with the mark and the wordmark.

The system carried onto the vans, and from there onto cards, the website and social.

The cover of the brand deck, dated 13 December 2024: Kotyra in orange, brand system in green, on a sand background.

The brand deck, with guidelines written so the owner's own AI tools produce work that looks like the brand. Shown to ten people unnamed beside competitors' logos, seven picked it.