As a lean, father-son team, Greenway needed to separate itself from other “spray trucks” in the industry, while at the same time defining itself as something other than a maintenance crew. This new identity would help to re-enforce their mission of diagnosing lawn, shrub and tree problems and applying corrective measures while educating the home or business owner.
My role: Having met the “captain” of the crew, I knew that we had the opportunity to generate both a friendly and professional persona. I encouraged the tagline “Lawn, Shrub & Tree Health” to immediately separate them from their competitors and to avoid the ever-present “lawn care” crowd. I also contributed to much of the headline copy in the website, bringing levity to what could otherwise be a bullet-point laden list of services.