Here’s what NY Times best-selling author and Sales Expert Grant Cardone had to say, “Steve Griggs is New York’s finest landscape designer, second to none.”
Steve Griggs is as New York as it gets with a client list that includes everyone from hardworking New Yorkers and their families to international celebrities and VIPS across the tri-state area.
His attitude is relentless.
His energy contagious.
His uncompromising approach infectious.
Known for being no-nonsense, Steve creates stunning backyards and landscapes for suburban homes and getaway retreats as well as stunning rooftop gardens for New York’s urban dwellers (those who live in condominiums).
Reputed by many as “the best landscape designer in New York,” Steve knows how hectic New York life can get and the importance nucleus of family.
That’s why clients choose him to eliminate the headache of working with a collection of uncoordinated and finger-pointing vendors—one point of contact with unmatched order, control and schedule control.
The result is no dropped balls. No missed deadlines. No “building-related” divorces. And no blown budgets.
Helping New Yorkers Unwind and Reconnect
Steve also knows there’s only one way to create the perfect backdrop to unplug: to listen well, to anticipate his clients’ needs, and to create an oasis that creates the space for a family to unwind.
So when Steve approached me to rebrand his company, it was a match made in heaven.
Partly because we share a common work ethic: take no crap, call it as you see it and deliver above and beyond expectations.
Steve’s existing identity was not reflective of the caliber of his work, so I tackled how his brand looked and how we spoke about.
Knowing What You’re Selling
The earliest lesson we sorted out was the result of my listening to how Steve described his services.
He kept mentioning all that he did.
I interrupted him letting him know that was the problem: people were not hiring him for what he did, but for what they got as a result of his skills.
In short, Steve saves his clients headaches, nightmares, marriages and a shitload of money while creating amazing suburban backyard havens or urban rooftop getaways.
This resulted in his new slogan, “From Residential Retreat to Urban Oasis” (since shitload doesn’t translate well in a slogan).
Above you see what Steve’s card looked like next to what his new rebranding looks like: the new 2-sided card is printed on extra thick black stock with three foils: silver, gold and glossy black.
Here’s what a sheet looked like coming off the press:
Animation, Wearables, Signage and the Ultimate Leave-behind
Every brand today must be multi-faceted.
The same was applied to Steve Griggs Design.
- The animated sequence of the new brand that shows the brand in motion
- How the rebranding is embroidered on his company’s shirts
- The signage application of the brand, and
- A box giveaway for clients once a project is complete
The Lesson Every Business Needs to Know
Your brand is either status quo or defiantly above the noise.
The lesson learned is to make sure every detail about your brand defines you, differentiates you, and elevates you above the sea of “sameness” that is out there.
How did finally wrap up Steve’s rebrand? With designing his book, which immediately became a bestseller, starting with a title that says it all: “Straight Dirt.”