ExperiGreen Lawn Care: A Brand Built to Grow
The Setup
Picture this: a crew of seasoned pros, veterans who’d spent decades growing one of the biggest names in lawn care, decide they’re ready to do things their own way. Not bigger — better. More personal. More human. So they set out to build something new: a challenger brand with old-school roots and a fresh face.
The Challenge
Let’s be real: lawn care as a category is kind of… beige. Same green logos, same “your trusted lawn experts” taglines, same trucks that all blend into one big blur of forgettable. Starting from zero in a space like that isn’t easy — the founders needed something that stood out, and they needed it yesterday.
The brief was simple to say and brutal to pull off:
- A name people would remember — and maybe even grin at
- A brand that looked just as sharp on a business card as it did on the side of a tech’s truck
- An entire brand launch, fully ready to go, in eight weeks.
Growing the Idea
Before a single logo sketch happened, the real work was naming. They wanted a name that did some heavy lifting — one word, one feeling, one promise. Enter ExperiGreen.
- “Experi” for the 400-plus years of combined experience walking in the door on day one
- “Green” for healthy lawns, healthy growth, and a nod to doing right by the planet
- Together, a name that says: these people know what they’re doing, and they’re going to take care of you. Simple
Once the name clicked, the visual identity followed close behind — built to feel grounded and trustworthy, yet flexible enough to bend and stretch as the brand rolled out into new neighborhoods. That meant:
- A logo and brand mark with real staying power
- Color, type, and imagery rules that kept things consistent without feeling rigid
- Brand guidelines are clear enough that anyone — in-house or out — could pick up the brand and run with it
Lights. Camera. Launch.
While the brand identity was taking shape, the launch machine was already cranking. In under eight weeks, we built and fired off:
- Print and digital materials to arm local sales and service teams
- A brand-new website and first social media footprint, built from the ground up
- Email campaigns, postcards, and offer letters crafted to turn heads (and win customers) in a crowded market
- Sharp, savvy market targeting that kept the rollout clean and efficient — no non-compete landmines, no wasted moves
Each touchpoint, each knock on the door, said the same thing loud and clear: experienced service, honest care, lawns that prove it.
The Result
Ten years later? ExperiGreen isn’t the scrappy new kid anymore — it’s a $369 million company. Turns out when you build a brand on something true, it doesn’t just hold up. It takes root and grows.
