Reimagining the Great Outdoors: The SYNKD Story
When the visionary behind Pro-landscaper approached our team at JSQ for a rebrand, there was a moment of hesitation. Our forte had always been carving identities for lifestyle brands that spoke the language of luxury and aspiration. Pro-landscaper's outdoor focus was uncharted territory for us, a challenge lying just beyond our comfort zone.
Yet, it was this very challenge that piqued our curiosity. The turning point came when the owner described her ambition: to transform her publication into the Vogue of landscaping magazines. This shared vision of elegance and leadership became our common language, and from there, the decision was clear. We were on board.
Our first order of business with any brand transformation is what we call a "Marketing Therapy Dossier." It's an intense dive into the client's world—goals, pain points, triumphs, and failures. This process is not just about listening but about uncovering truths that even clients themselves may not see. The dossier we compiled for SYNKD was more than a report; it was a blueprint for a new era.
Choosing the name SYNKD was an exercise in future-proofing the brand. We needed a moniker that not only captured the essence of landscape design, build, and maintenance but also resonated across its diverse industry segments. After exploring and discarding the predictable acronyms, we landed on something bold yet elegant. SYNKD emerged as a name that was as forward-looking as the company's vision.
The brand identity needed to mirror this progressive stance. Initially drawn to sleek, sans serif fonts for their modernity, we surprised ourselves by opting for a serif typeface—a nod to the timeless craftsmanship inherent in landscaping. The final logo design cleverly connects the 'K' and 'D' with a leaf-like ligature, symbolizing SYNKD's mission to harmonize the landscape industry's disparate sectors.
Our color palette choice sought sophistication with a twist. A deep olive green anchors the brand in its outdoor roots, supported by complementary shades of blue and rust that elevate it above the traditional greenery associated with landscaping.
Perhaps the most innovative element of the branding came in the form of the icon—a rectangle with proportions matching an A4 paper, integrating the leaf from the logo. This was our creative coup, a visual homage to SYNKD's commitment to bringing everyone "on the same page"—quite literally.
Today, seeing SYNKD's brand come alive across their magazine, social media, and conventions is a source of pride for our team. It stands as a testament to the power of a collaborative rebranding process and a relentless pursuit of distinction.
This journey with SYNKD exemplifies our belief that every brand holds potential for greatness, waiting to be unlocked with the right insight and creativity. It's a narrative that captures our essence: problem-solvers with a knack for branding the extraordinary.
