First Editions®
Taking the hard work out of yard work.
Gardening and landscaping was growing in popularity among young, first-time homeowners, and First Editions wanted to capture their attention. But their brand needed an overhaul to stand out in the category.
Brand Strategy
Lending a hand
Modern Climate dug deep into research centered on new homeowners and found that while they longed to perfect their outdoor spaces, they were overwhelmed by the plant selection process and intimidated by what seemed like hard, sweaty work.
So, we set out to make landscaping fun and accessible to a new generation of young homeowners, and wake up a sleepy, commoditized category.
Visual Direction
A brand that goes to 11
We turned up the volume on First Edition’s identity with vibrant color, bold typography and punchy language to express the brand’s youthful personality.
Creative Campaign
Introducing homeowners to
their new best buds
We gave every plant a personality through unique product descriptions and bold names. We provided how-tos and quick tips to help every new homeowner gain the confidence to conquer their backyard projects with gusto.
Sales Collateral
Putting an exclamation
point on point of sale
Every pot tag became a bold billboard carrying the brand’s youthful attitude and creating instant appeal at garden centers and big box retailers. With bright colors and a big attitude, First Editions stood out among the competition in aisles and on displays.
Website & Landing Pages
A place to get all the dirt
A re-imagined website became a go-to resource for inspiration, knowledge, and how-to advice for pairing, planting, and caring for First Editions Shrubs and Trees®.
