Guardian Green Lawn Care | A Mock Case Study
This mock case study explores the design thinking and strategy behind Guardian Green — a firefighter-owned, queer-friendly lawn care service new to Northern Colorado. Each touchpoint was crafted to build trust, highlight inclusivity, and connect with the community through thoughtful design choices.
My Contribution:
- AI-Assisted Market Strategy
- AI-Assisted Workflows + Imagery
- Art Direction
- UX/UI
- Responsive Web Design
- Brand Identity
- Print Design
- Social Media Ad Design
Defining The Problem
- Guardian Green Lawn Care Services is a fictional client that is just getting started in Northern Colorado, and needs help establishing their presence within the local community,
- They have served some clients well, who would recommend their services to others, but not enough to showcase quality through a quantity of positive reviews.
- Do not currently have an online presence, and are concerned about missing opportunities due to people primarily booking these kinds of services online with a limited budget.
- As a result of being new, lead generation is the primary concern, and are looking for a multi-faceted solution to begin generating as many leads as possible.
Proposed Solutions
- To establish their presence, expand digital visibility, and strengthen lead generation, we start by analyzing the Northern Colorado market to uncover opportunities and better understand the target audience’s needs.
- From there, we develop a strategy to determine which touchpoints will be most effective in addressing the defined problems.
- With budget in mind but a strong need for digital presence, we will develop a location-specific landing page template. Each section will be designed to address audience concerns, with content that can be easily adapted to meet the unique needs of different service areas.
RESEARCH + STRATEGY
A Look Into The Market
To establish an effective solution strategy, we start by analyzing the Northern Colorado market to create a baseline of opportunities, guiding touchpoint strategy and informing design decisions.
What's Currently Out There
And Where Opportunity Exists
- Local competition doesn't promote a queer-affirming front.
- Some, such as Weed Man, hold a strong brand presence in the area, but there is an opportunity to present a similar visual front while offering a lower price point for services.
- Most competitors focus on collecting a high volume of reviews, leaving an opportunity to emphasize qualitative feedback — showcasing service-specific testimonials for each location, supported by photographic evidence.
- There appear to be no local services currently advertising within area nurseries, presenting a strong partnership opportunity to extend our client’s brand reach.
- Websites of the local competition appear to be more extensive (and also more expensive to produce); however, the pages for each are generic and repetitive, leaving room to explore options for unique sections that take a more in-depth approach to addressing the concerns of our target audience.
Audience Pain Points:
- Reliability & Trust
- Quality & Attention To Detail
- Lack of Personalization
- Cost Transparency
- Limited Service Flexibility
- Sustainability, Pet, & Child Safety Concerns
- No Visible Commitment To Local Philanthropy
Visual Identity Direction
To stand out amongst the competition, a simple yet dynamic direction for the logo and overall visual identity was chosen to accommodate the various environments in which it could exist.
A Mobile-First Digital Presence
To establish a strong digital presence, a landing page was created--designed to differentiate our client from competitors. The page features modular sections for easy content updates, making it SEO-friendly across multiple service locations and adaptable as either a standalone website or an ad-driven landing page.
Key Sections:
1. Unique Selling Point (to immediately differentiate and communicate the desirable values that our client brings to their audience).
2. Reviews are organized by location and popular services, segmented into low-, middle-, and high-income levels, with a qualitative focus supported by photographic evidence.
3. A CTA that offers transparency and gives visitors a more in-depth understanding of how they support inclusive efforts within their community.
4. Trust Badge section that communicates expertise, safety for pets + children, and dedication to qualitative services.
5. Services List Section that offers transparent pricing with three popular services of the season based on low-, middle-, and high-income levels promoted near the top.
6. Contact section that is short, concise, with multiple contact options, social media links, and a nod to her lifestyle as an avid hiker (offering familiarity and connection to an activity shared by many others
within the community).
Social Media Post Direction
To strengthen their online presence, we developed a five-piece social media campaign designed to extend the client’s reach across key channels where their audience is active. This also opens opportunities for partnerships with social media influencers interested in promoting their brand.
Event RSVP Invites
Presence Beyond The Digital World
Recognizing the opportunity to connect with audiences where lawn care is already top of mind, we developed a cost-effective, brand-aligned solution: a marigold seed packet business card — a kid-friendly project with natural pest-prevention benefits suited to Northern Colorado — designed to increase our client’s reach through distribution at partnering brick-and-mortar businesses.
Event RSVP Invites
Real-Life Evidence
As a non-aggressive way to generate high-quality leads from neighbors likely to invest in similar services, we designed a yard sign to be placed near completed projects. The sign highlights Guardian Green’s quality of work and provides a fast, easy way for passersby to book services for their own needs.