I managed Farmscape's brand and marketing for the first four years of the company, growing sales from zero to a million in gross annual revenue run rate. Our primary goal was to convince estates and organizations to turn a portion of their landscape into an edible garden. Farmscape prioritized several channels for spreading awareness, and positioning products for higher, faster sales conversions.
Website and Social Media - We balanced close-up photos of beautiful fresh harvests with shots of happy customers together with friendly farmers. As we began to target institutional clients, we shifted our focus to showcase large gardens and large-scale landscape design.
Events, PR, and Speaking - Farmscape sponsored fresh produce cooking events in partnership with local chefs and we attended many conferences for sustainable landscaping and organic farming. Farmscape sponsored movie viewings, and our cofounders spoke at events including Dwell on Design, TEDx, and UCLA Anderson Business School.
Design and Positioning - We aimed to make the brand look "farmy-modern" based on a general bias we discovered against the value of gardening. We found that customers hesitated to buy large gardens, at high price points, in well-designed yards, and in public view. People often associated gardening with a humble, rural, bygone lifestyle, and therefore they began sales conversations with a low initial price expectation. To reverse this, we used brand and design to position Farmscape as a modern, technical, and cosmopolitan approach to gardening.