The What:

Reposition Ulbrich's Tree Farm as a garden center that specializes in water gardens.

And How:

The initial challenge behind repositioning Ulbrich's Tree Farm was their name. To better reflect their new focus, we suggested they change their name to The Water Garden Gallery at Ulbrich's. The second challenge was their location - it's a bit of a hike for most people to get to Ulbrich's. To overcome this, our goal was to make The Water Garden Gallery at Ulbrich's a high-end destination for both consumers interested in creating water gardens in their backyards and for construction workers who build water gardens. We achieved this by redesigning their logo around the idea of using water gardens to create a masterpiece in your yard and developing print, radio, television, and outdoor advertisements to support that.