Estate Lawn Care – Brand Built from the Ground Up
As lead creative, I helped transform Estate from a generic private label into a standout lawn care brand. Working with cross-functional teams and agency partners, I led the creative vision across every touchpoint—from brand identity and packaging to digital, print, and in-store experiences.
Highlights:
Designed a cohesive packaging system with strong shelf presence
Created sales tools and promotional materials for retail support
Developed in-store signage and seasonal displays
Co-led website design to align with brand strategy
Ensured consistency through close collaboration across departments
The result: a revitalized brand that resonates with homeowners and drives retail success.
Customer-Centric Brand Architecture
I led the development of a new brand architecture for Estate Lawn Care, focused on simplifying the shopping experience and boosting customer confidence. By organizing products into clear, intuitive categories—such as fertilizer, grass seed, and weed control—I helped shoppers quickly find the right solution for their lawn care needs.
Through competitive analysis and benchmarking against industry leaders like Scotts, I ensured Estate’s structure met customer expectations while establishing a distinct and ownable brand position. The result was a more navigable, customer-focused brand that stands out both on the shelf and within the category.
New Product Launch: ESTATE Premium 4-in-1 All-Season Lawn Treatment
I led the successful launch of ESTATE’s Premium 4-in-1 All-Season Lawn Treatment—the first of its kind in the market. I collaborated closely with our design team to ensure alignment with brand standards, while introducing new, market-aligned color cues to help differentiate the product on the shelf.
I also provided strategic direction to the marketing team, supporting the development of compelling website content and promotional video assets. This coordinated effort positioned ESTATE as an industry leader, bringing an innovative product to consumers ahead of competitors.
