Impullitti Landscaping

Client Background

Since 1952, Impullitti Landscaping, a family-owned, commercial and residential landscaping business, has built a reputation on quality and innovation within the landscape industry. The company has grown exponentially and provides the design and installation of outdoor living spaces, complete property maintenance, irrigation systems, landscape lighting, paving and stone work, patios, decks, decorative fences, custom garden art and fertilization services through a strategic partnership with Lawn Matters and much more.

A tired logo had seen better days and no longer represented Impullitti Landscaping in any memorable way. The new leaf-dotted "i" and the Caler&Company positioning statement, paying off the benefit of landscaping, gave traction to Impullitti's new marketing direction.

The Challenge

Impullitti sought to try something new - a complete corporate facelift to help reposition the organization and get its message out in a cohesive, professional and consistent way and coordinate their year-round services. The Caler&Company team, feeling Impullitti's current image did not reflect their expertise, led initiatives including a complete marketing communications strategy that conveyed integrity and quality.

"Enjoy the view," worked well as
the headline in awareness
building advertising. It also
became the new URL since
Impullitti proved difficult to spell
for online visitors.

A brand standards guide helped
Impullitti coordinate all of its new
marketing tools so that a singular
look prevailed and maximized
impact and memorability.

The brand standards guide
specified all matters of visual
cohesiveness down to
typography and the official
Impullitti color palette.

Newly designed corportae stationery served for
customer letters, estimates, billing statements,
and PR-driven communications to media and the
supply chain.

Impullitti's new signage helped to consistently brand
the company. Every aspect of marketing
communications standards were detailed.

Impullitti's entire fleet of vehicles also carried the renewed look. All back hoes, dump trucks, flat beds, pick-ups, trailers, hydro-seeders, bulldozers and service vehicles included the new Web address on the vehicle's rear panel.

The Outcome

After looking at every aspect of their organization, Caler&Company developed a complete branding strategy. A pronounced image and identity enhancement, communications and marketing programs, new Web presence and more - just a few ways Caler&Company helped Impullitti define their direction and aggressively pursue their goals for increased market share.

A new positioning statement standardized Impullitti's look and voice to one with a more corporate feel that customers could identify with and trust. "Enjoy the View" acts to exude the confidence that comes from years of experience in the landscaping business. The friendly, casual tone reflects the high level of personal service and the end result their customers can expect from Impullitti. A new logo, identity system, signage, vehicle graphics, ad campaign, direct mail program and Web presence, were developed to reflect and coordinate with the launch of this new positioning statement.

The entire workforce wore branded uniforms
to promote the company and enhance
its image on the job site.

Office personnel, estimators and foremen also
carried the new Impullitti identity with crisp,
corporate-casual apparel.

Impullitti's crews service customers year-round.
Newly designed clothing for inclement weather
was also available for the team.

Even promotional boxers and briefs carried
the message, "enjoy the view."

The Caler&Company team designed the new Web
site from the ground-up. A Flash animated splash
page featured ethereal images of some of
Impullitti's best work.

The new Web site presented Impullitti's commercial,
design & installation, residential and maintenance
services in a compelling and knowledgeable way.
CLICK HERE TO VISIT www.enjoythe view.com.

"The patience and guidance of you and your team helping us through the process of developing a new logo, business stationary, vehicle graphics, uniforms and a website was tremendous. I felt that you really cared about me, my business and the success of my business. You really wanted to understand my business and help us to succeed. It was clear that your concern was much more than trying to sell us a brochure. When we opened Impullitti Gardens, you were there again, helping us incorporate all the elements of the name, to the logo, to the onsite signage. You also were a good sounding board for ideas and business planning."

Wayne Impullitti
President
Impullitti Landscaping & Gardens

The Caler Team created the 50th
Anniversary theme graphic. Each
year it is refreshed with a new
anniversary year.

Strong brands are easily extended. Impullitti chose to purchase a
worn-out nursery and recreated it to become one of the most successful
garden centers in Ohio. Caler&Company created the new logo and
retail presence for the new garden center.

Caler&Company designed the new
monument signage which made a
robust statement to drive-bys.

The staff sported the new identity
on all employee apparal to
continue to spread awareness
and goodwill.

Caler&Company designed oversize
banners and used the greenhouse
framework as a marketing advantage.

President Wayne Impullitti and wife
Kathy cut the ribbon to officially
open the garden center to
the public.

Caler&Company created the
signage identifying specific
departments and product offerings
throughout the retail center.

Directional signage controlled
traffic patterns and carried the
Impullitti Gardens identity in a
positive way.