Onlawn

Challenge

Founder Kelly Dowell wanted to refresh her brand, but felt she needed an outside perspective—even as a marketer herself. She was looking for expert guidance to:

• Clarify her company’s mission, vision, and values
• Develop a cohesive brand identity that resonated with her audience
• Revamp her website content to tell a compelling brand story

While she had worked with a social media manager before, she needed a full brand overhaul to align with her upscale business direction.

Solutions

To transform Onlawn into a modern and premium brand, we executed a comprehensive branding and marketing strategy:

Brand & Marketing Foundations

• Defined purpose, mission, and values
• Built buyer personas and audience insights
• Identified brand voice and personality

Market Research & Positioning

• Conducted competitor benchmarking to differentiate Onlawn
• Researched and recommended top SEO keywords and phrases
• Crafted a unique selling proposition (USP)

Brand Identity & Creative Direction

• Directed the website redesign, including color suite, typography, and layout
• Provided creative direction for a photoshoot, resulting in high-end branding visuals
• Suggested service positioning as a “system,” making Onlawn’s offerings more structured and scalable

Customer Journey & Content Strategy

• Developed a branded customer path from discovery to loyalty
• Created a messaging framework that positioned Kelly as an industry expert
• Created website copy and content strategy for a seamless user experience

Results

After our work together, Onlawn experienced a complete brand transformation:

• Rebranded entirely, including a new name, colors, messaging, and positioning
• Now perceived as an upscale, yet affordable, solution for landscaping businesses
• Kelly is positioned as an industry expert with clear messaging and a strong target market

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Transformation

• Onlawn is now a fully positioned brand, not just an individual-run business, setting the stage for team expansion and scalability
• Increased perceived value allows Onlawn to charge premium prices that match its high-quality service
• Positioned for growth, Kelly can now confidently outsource work and expand operations