Scapingsteel
A steel fabrication business came to me with a product they were ready to bring to market: self-fit metal edging designed for a wide variety of applications in gardens and commercial landscaping.
They had the engineering expertise. What they needed was a name, a brand identity, and strategic marketing support to launch it successfully.
The first step was a research phase to explore the market, understand the competitive landscape, and identify what would make this brand stand out in the garden landscaping category. From that foundation, I developed the name “Scapingsteel” — combining the essence of landscaping with the strength and precision of steel. It’s memorable, descriptive, and distinctive in a market where most product names are either generic or overly technical.
With the name established, I moved into the visual identity. I designed the logo to reflect both the structural quality of the product and its natural garden context, creating something that would work equally well on point-of-sale materials in a builder’s merchant as it would on marketing collateral in a garden centre.
To bring the brand to life visually, I art-directed a photoshoot across two locations, capturing the product in real garden and commercial landscaping settings. These images became the backbone of all the marketing materials that followed — giving the brand an authentic, aspirational quality that resonated with both trade and consumer audiences.
In addition to the visual work, I developed the key brand messages and wrote all the copywriting for the marketing collateral. The point-of-sale materials and print were designed to perform in both trade and retail environments, communicating the product’s versatility and quality clearly and compellingly.
The result is a confident, well-considered brand — one that’s genuinely fit for purpose in the competitive garden landscaping market.
Scapingsteel now has a strong platform from which to grow, with a name, identity, and marketing toolkit that tells its story clearly.