Alaster Anderson have been designing, installing and maintaining gardens for over 30 years. Working in partnership with some of the UK’s leading garden designers, property developers and architects they have created some of London and the South East’s finest gardens.
A brand repositioning and creative refresh were required to support the business’ strategic ambitions. The new brand would be rolled out across the website and all materials.
The ability to find a messaging hook with which to catch prospects is a critical element of any effective marketing strategy.
Following a workshop with key stakeholders it became clear that Alaster Anderson’s key differentiator was their passion for and deep knowledge of plants and planting, something that surprisingly many garden designers do not possess.
Using this insight we agreed to reposition the company from ‘Specialist Gardeners’ to ‘The Planting Experts’ and create a brand and materials that articulated this unique point of difference and its value to their target audience.
As part of this evolution we introduced Alaster’s favourite plant the Amelachier Lamarckii as a design element into all materials as both a talking point and to communicate the new positioning.
The graphic reflects the overall design ethos of simple but beautiful. The chosen colour palette of blues and greys mirrors nature and materials used within their work and provides an ideal backdrop to showcase their impressive portfolio.
Once the branding was in place we updated the website to reflect the new brand and messaging, and using LinkedIn and desk research designed and built a mailing campaign targeted at interior designers, architects and property developers all of whom worked with high net worth clients in London.
The main communication objective with the mailing brochure was to give the recipient a memorable first impression through the use of a square branded envelope and high quality trifold brochure that showcased Alaster Anderson’s experience, expertise and extensive portfolio of prestigious London projects.
The new positioning and brand identity flowed into a range of documents including a new pitch document to present to new clients.
All printed materials were produced on carefully selected environmentally friendly stock reflecting Alaster Anderson’s commitment to sustainability.
The vehicle livery was also updated with the new branding and proved to be a very important lead generation source on its own, with many prospective clients getting in touch having seen a van parked in their street.
Alaster Anderson was offered the opportunity of placing a double page advert in Chelsea Life magazine alongside a feature article.
Many London gardens present unique challenges, be it their size, access, shade or privacy and so we took the opportunity to showcase their ability to conceive imaginative spaces that work for the homeowner, whatever their lifestyle.
Waypoint took the time to really understand our business, and as a result the brand is an authentic reflection of us and our values. From our website to our vans, we now have a consistent, beautiful, professional identity to support our strategic ambitions.
Alaster Anderson
Founder and Managing Director
