38
Page brand & marketing guideline system
Case study · 2022
A garden brand, rebuilt to sell direct.
TASC grew bulbs, seeds and planters for other people's shelves. We gave them a brand of their own, a new identity, a 38-page guideline system, a direct-to-consumer store, and a tulip farm that turned a field in Fenwick into the company's best marketing channel.
5
Disciplines, one engagement
3
Product lines under one DTC brand
1
Tulip farm doing the work of a media buy
The problem
TASC was a wholesale supplier with a retailer problem: their partners kept asking what else they could buy, and TASC had no brand to answer with. Sales were flat, new products had nowhere to launch, and the company's own name meant nothing to the person actually planting the bulbs.
Internally it was worse — no structure, no budget discipline, and a brand voice that changed depending on who picked up the phone.
What we did
Built the brand from the ideology out. A new mark, a full palette and type system, and a written standard for how anyone at TASC speaks — then the machinery to use it: a DTC store, an SEO and content plan, Canva templates the in-house team could actually run, email funnels, and a season of event marketing at the tulip farm.
One vision, documented, so a nine-person company could market like a much larger one.
01
Identity
A logo has to carry the vision, not just the name. The wordmark mixes classic serif construction with modern lines — the transitions from heavy to thin give it a confidence the old identity never had. The circle around it adds structural strength to balance those feminine curves.
The small dot is the detail that earns the mark: a nod to the two things TASC's entire business depends on — water and sunlight.
VibeStrong · Modern · Sexy
PersonalityStylish, modern
VoiceConfident & friendly
ToneSincere
Full palette — every brand color at its four tints
100%
#B6DAD3
75%
#C8E3DE
50%
#DBEDE9
25%
#EDF6F4
100%
#FFCF01
75%
#FFDB41
50%
#FFE780
25%
#FFF3C0
100%
#222222
75%
#595959
50%
#919191
25%
#C8C8C8
Mint for life and new beginnings, yellow for the optimism the category runs on, black for the prestige a wholesale supplier had never claimed. Each specified at four tints so the in-house team couldn't drift.
Typography
Montserrat, drawn from 1920s–50s urban lettering in Buenos Aires. Eighteen weights gave a small team enough range to build every asset without licensing a second face.
38 pages, browsable.
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02
Social
A single visual formula the client's own team could run: full-bleed photography from the farm, a script or heavy-display headline knocked out in white, and a black or mint slab holding the offer. Built as Canva templates so the in-house team could post daily without a designer in the loop — and without the brand slipping.
Hashtag strategy
Local-first sets for the farm (#tulippickfarm, #niagara, #ontariotravel) separated from product sets for retail.
Creator credit
Visitor and photographer content reposted with credit — the farm generated a library TASC didn't have to shoot.
Influencer outreach
Product seeding and cross-promotion pitches in place of paid posts wherever it could be traded.
03
Web & marketing
Direct-to-consumer store
One storefront covering bulbs, planters, seeds, kits and birdhouses — with the website doubling as a testing ground for products before they went near a retail partner.
Performance
Page-speed work and recurring audits across performance, accessibility, best practices and SEO. Customers don't wait for slow sites, and neither does Google.
Content & SEO
Keyword research feeding growing guides and how-to resources — content that answers what gardeners actually search, not keyword stuffing.
Email funnels
Four-step DRIP roadmaps — announcement, resource guide, alternate product, discount — with A/B testing and personalisation built into the campaign code.
04
The tulip farm
A pick-your-own tulip farm in Fenwick, Ontario turned out to be the most valuable marketing asset TASC owned. We treated it as one: ticketed events with presale windows, private photographer bookings, holiday gift experiences, and a content pipeline that fed social and email all season.
Every visitor was a data point, a photograph and a potential subscriber — brand awareness the company could measure instead of estimate.
→Presale ticketing so demand was known before the bloom
→Private photography hours as a premium, limited product
→Regional press distribution timed to the season opening
→Gift experiences to pull revenue into the off-season
Brand line
GROW TOGETHER
When we garden, we foster wellbeing. Creating a garden asks us to be rooted in the present and optimistic about the future — the brand's own words, and the reason the farm worked as marketing.
