BROOKLAWN

- FROM THE GROUND UP -

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The Story

JayCrew, a professional Landscaping, Lawn Care, Irrigation, and year round Maintenance Service, had become quite busy with business. By 2015, it was clear that something had to happen to separate the commercial business from the residential business. The owner of JayCrew, Jason Brooks, decided it was time to form a new entity and focus its attention solely on the residential side of things. As certain as he was with heading up two businesses, he wasn’t sure what the new company should be called or what its brand might be.

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The Strategy

When we first approached the idea of branching JayCrew off into a new identity for its residential customers, we knew that it would have to stand alone and be seen entirely different than JayCrew’s brand. We also wanted to establish some credibility right away in order for the customers to feel comfortable with the switch. The main point was to help usher in a new company but to give it a look and feel that didn’t imply that it was new to the game.

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Keywords

  • integrity
  • professional
  • competent
  • appealing
  • dependable
  • empowered

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Rationale

These along with many others helped to provide the foundation from which Brooklawn can be built upon. It’s important to note that it’s best for Brooklawn to be one word and not two. It was found that within the competitive nature of lawn service, too often are the words “green” and “lawn” used in conjunction with the name of the company.

Brooklawn lends itself to the idea that it’s professional enough for a corporation to use and approachable enough for a residential customer to call upon. Brooklawn can even resemble a name for a business development or a neighborhood subdivision.

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