Identity Rebrand & Website Redesign
EarthPlanter
The product was already exceptional: the leader in commercial self-watering planters, used by universities, cities, hospitals, and airports nationwide. The brand wasn't keeping up.
CLIENT
EarthPlanter
ROLE
Logo Redesign · Identity Rebrand · Web Design · Art & Photo Direction
IN COLLABORATION WITH
Linden Digital Marketing
50%
Year-on-year growth post-rebrand
100K+
Units sold
2X
Leads in year one
post-rebrand
-50%
Cost per conversion
after relaunch
CHAPTER 01 — THE BRIEF
A product that deserved a better story.
EarthPlanter's self-watering planter systems save commercial institutions up to 80% on water and labor costs while keeping plants healthier. They're installed at Notre Dame, Auburn University, Texas A&M, Villanova, Memphis, and Boston, among over 150 college and university campuses, plus cities, towns, retail centers, hospitals, and airports nationwide.
The product was the #1 selling commercial self-watering planter in the country. The brand wasn't telling that story. The logo felt dated, the website was difficult to update and impossible to transact on, and the overall visual identity didn't match the scale of the company's reach.
Working alongside Linden Digital Marketing, I led the identity rebrand: logo redesign, web design, and art and photo direction, with the goal of making EarthPlanter's excellence unmistakable the moment a new visitor arrived.
CHAPTER 02 — LOGO REDESIGN & IDENTITY
Same roots, cleaner execution.
The original logo, a globe with foliage and the tagline "Premium Self-Watering Planter Systems," was doing too much. It communicated product category but not authority.
The redesign stripped the lockup back to what mattered: a cleaner mark, tighter typography, more confidence. The new logo works at scale across signage, product labels, and digital. It reads immediately as a leader in its space.
CHAPTER 03 — WEBSITE REDESIGN
Designing for the customer journey, not just the product.
EarthPlanter's business model required a non-standard e-commerce approach: on-demand manufacturing means customers submit quote requests rather than completing a checkout. The new site had to make this process feel seamless and authoritative.
The redesigned site introduced a full shopping experience with quote submission, a customer resource section, a blog showcasing customer planter designs, and mobile-optimized layouts. Customers could save and review previous orders, browse installations by sector (Colleges, Cities, Retail, Hospitals), and see real-world photography of the planters in context.
EarthPlanter Web Before
The 2017 rebrand and relaunch was the inflection point. It doubled annual leads and cut cost per paid search conversion in half compared to the previous year, a direct result of visitors now trusting the brand they were landing on.
EarthPlanter Web After
CHAPTER 04 — PHOTOGRAPHY DIRECTION
Real planters, real places, real scale.
The product photography that existed before the rebrand showed planters in isolation, with no context, no sense of scale, and no connection to the civic and campus environments where they actually live.
The new photography direction put the planters where they belong: in front of university halls, along city mainstreets, outside retail centers and hospitals. The approach spoke directly to the facility managers, landscape architects, and procurement teams making the buying decisions.
CHAPTER 05 — RESULTS
The impact
The 2017 rebrand and relaunch was the clearest signal. In year one, leads doubled and cost per paid search conversion dropped by half — numbers that point directly to a brand visitors now trusted when they arrived. Over 100,000 units have been sold nationwide since.
The design work wasn't the only variable. Linden's SEO, paid search, and influencer work all contributed to continued growth in the years that followed, but those channels only perform when the brand they're pointing to is doing its job. By that measure, the foundation held.
One channel worth noting: a partnership with Laura McCabe of Garden Answer, a gardening creator with a deeply engaged audience, at a time when influencer marketing was still largely untested in this space. The fit was obvious to anyone who followed her work closely. Two sponsored videos drove a 1,000%+ spike in users and quote requests in the five days after the first post, and the relationship has continued well beyond the initial campaign.
BRITTELL
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