Client: RECON Native Plants
Role: Art Direction, Brand Identity and Management, Senior Designer
RECON Native Plants (RNP) is a 30-acre wholesale nursery that specializes in custom seed collection and growing species native to the western United States. The challenge for this project was to create an individual brand identity while staying true to the parent company's (RECON Environmental) style guide. The RECON Native Plants client base includes residential and commercial developers, landscape architects, and native garden enthusiasts.
RNP's brand identity had to lend itself to the robust and cyclical nature of native plant growing, from roots to leaves, while attracting RNP's variety of clientele and portraying the company's down-to-earth professionalism. The roots and stems of the plant within the logo illustrate the start of the native plant growing cycle. The leaves, and the colored arrows which were borrowed from the parent company's logo, show the emission of water and oxygen into the atmosphere and their eventual path back down into the earth where the cycle begins again.
The RECON Native Plants branding guidelines were developed for the marketing team to utilize for external communications, including newsletters, social media sites, and RNP's website. Visit the RECON Native Plants website.
