Brigid Arts

I used to have a small landscaping business back on the Island I where grew up in the Pacific Northwest. Branding and marketing is a lot like digital/visual landscaping, except for a business. Each business or project needs to have a uniform look and feel that holds steady throughout all weathers.

The term “Brandscaping” popped into my head as I walked past the beautiful flowers in my Brooklyn neighborhood this morning. Hey! I thought. That’s really what I do for businesses. There’s a lot of parallels between carrying out a landscaping project and carrying out a marketing project.

Brandscaping starts by approaching the project (yard) seeing what’s already there (in the ground). Next, I survey to discover what to add to compliment and nurture the brand/land. Likely your project or business contains beautiful brand elements already. Maybe some are tired and need to be composted. That’s why I start off every marketing project by creating a repository/inventory of what your business already has. What photos exist? What videos? What copy? Logos? Fonts? What brand vibes came along with you to this point? What do we like? What doesn’t seem to work anymore? How do we tell the story best?

Then? I make a plan for your “yard” as a whole. How do we make this yard, aka your business, feel like an inviting and perfect habitat for your ideal client? How do we make this a special and beautiful place that caters to their senses and desires? Their wants and dreams? With that person in mind, I “landscape design” a marketing plan and guidelines for your brand. This is a guide that can come with you so you can tend your garden yourself. It’s a guide that can be passed on to another brandscaper. It’s a guide I use over years to maintain your brand’s integrity and style.

Then the labor comes in. I work to weed, uproot, dig, install water features, mulch, trim, cut back, plant babies plants, and water the brand/land. In time, with consistent care and a steady vision, this garden of your business grows. Your business outsides will be an oasis for customers who crave a product or service or experience just like the one you offer. You will see customers and visitors stream in.

My approach is truly to market your project from the ground up. Honestly, from the substrate. Sometimes a lot has to be cut back to the root for the health of the entire ecosystem to function. Branding can be uncomfortable at first, but order and beauty are the end result of the early days of upheaval. Weeding and routine maintenance will need to occur as time goes on.

Brigid Arts is a boutique marketing and branding agency in New York City. I provide brandscaping for small businesses and creative projects. I think of your brand as a living, breathing world of different elements which need to be helped into harmony. That’s just how I conceptualized yards when I was a landscaper. So that’s the true vision I bring to my business today. I help you create your authentic brand. Together we’ll watch your vision take root and flourish.

Check out our services page to see what Brandscaping can do for you!

Photographs from the Carol M. Highsmith Archive, Library of Congress