Passion

Hoerr Schaudt enjoys a distinguished portfolio of residential and commercial projects alike. They are known for their expert planting knowledge. A newly appointed partner group wanted to sharpen how they present themselves externally, better messaging the two studios through a unified theme.

My role: CONSULTANT

Impact

I successfully authored a new narrative and BD strategy honoring the studio's tradition and trajectory. Artist Tracy Taylor and communications design studio SPAN brought these ideas to life with a new brand identity and website. My challenge was reconciling past and present, the aspiration of a new leadership team, commercial and residential portfolios (and specialization within each of these) in addition to different studio locales. Articulating commonality and diversity within one brand was seminal to my charge.

Asking A More Beautiful Question

When I was engaged, Hoerr Schaudt had just finalized a business plan with the mission statement, 'Connect People To Nature.' I noted that the word nature never appeared in their existing marketing collateral. By thoughtfully excavating what they meant, we arrived at horticulture being their market differential, not nature. Specificity unlocked the brand.

Making Horticulture Sexy

Horticulture is arguably a challenging term to predicate a brand identity on. But its expansive and experiential qualities—its linage—gave me a portal to craft the studio's tagline, 'celebrating site and season,' which gave rise to the new art direction. Artist Tracy Taylor created handmade paper collages expressively conveying the tactility and intrigue plant palettes command in daily life. SPAN then designed a new website, proposal template, and logo.

The next challenge: messaging HS' formidable command in the field

Another key differentiator at Hoerr Schaudt is their Construction Administration team and how they inform the studio's design process. The team reviews designs throughout the documentation phase to ensure viability, constructability, and cost. Messaging this was essential.

Side note: Designers at Hoerr Schaudt help plant job sites. Remarkable!

Conceptual Thinking

I have never had so much fun exploring themes for a social media strategy. Given Hoerr Schaudt's brand tenets and Doug Hoerr's experience working with Britain’s greatest plantsmen—John Brookes, Beth Chatto, Adrian, and Alan Bloom—I had the idea of featuring Gardens of the World. Just as architects revere architectural sites, why shouldn't landscape architects celebrate historical gardens? I also suggested the studio embrace haute couture's love of botanicals and extend its brand into very different art/design circles along with the hashtag the nature of nature, explaining the physiology of natural systems. Hoerr Schaudt now offers a travel stipend to encourage staff to visit historical sites. History matters!

Consolidate effort and sphere of influence to go BIG!

In addition to advising the marketing team on roles and responsibilities and leading a few proposal efforts, I tailored individual BD plans for each partner/studio. A few primary goals were fundamental to my recommendations. First, HS is known in some circles for its residential commissions and commercial projects in others—any strategy needs to overcome this divide. Second, given how hands-on each partner is with each commission, visiting job sites and leading their teams, they needed to simplify their travel and time away from the studio.