Citylawn is a very passionate and extremely busy artificial grass supplier, who is part of an international chain with a multitude of connections.
I've had the opportunity to work with them for roughly two months, where I made substantial progress to their brand recognition and brand presence.
My work was primarily focused around the following three core assignments:
Citylawn had prior to my intervention overhauled their website. They did a lot of things right, however, it's very apparent SEO and content structure was not a priority. Citylawn's website was deeply buried on Google, which is a big deal when your entire brand relies on their website.
On the picture is a list of issues I've identified and taken care of. All this required extensive keyword analysis, and ultimately lead to me re-writing and/or restructuring a vast majority of the website, to provide SEO engines with more accurate context and markup standards - not to speak of "using the right words" people use in their search queries.
We agreed that it'd be a great idea to bring a brochure to customers when doing sales pitches or customer interviews. Brochures are marignally more presentable than a website link, which was Citylawn's only means of marketing in the sports sector at the time.
This was a mammoth task, as Citylawn didn't have any reference material of their own, leading to many alterations as a consequence.
I took good care to make the layout easily replicatable, as I'd anticipate its success and the need of future editions. I also wanted to scale back on experimentation for the sake of brand integrity.
Citylawn constantly holds meetings, and often presents and revise proposals and solutions for installations that suit the client’s needs.
Visualizing this can be very difficult, as leaders and engineers view drafts very differently and fail to get the bigger picture.
Not only did I solve this problem – but I created a framework to turn these illustrations into a core part of their visual identity, allowing Citylawn to stand out on a very strong level.
Along with this, all material used for case presentations, including their budgeting and Word template, has been revised to be more visually appealing and on-brand.
