Case Study: Lanier Landscapes' Brand Transformation
Cultivating Beauty Beyond the Garden
Jenna Lanier, Lanier Landscapes
In the competitive landscape design industry, standing out requires more than just creating beautiful outdoor spaces—it demands a cohesive brand identity that resonates with potential clients. Today, we're excited to share the inspiring journey of Jenna Lanier, founder of Lanier Landscapes, whose business transformation story exemplifies how the right visual storytelling can elevate a successful business to new heights.
The Root of Success: Lanier Landscapes
Founded in 2013, Lanier Landscapes has flourished in the DC area through Jenna's uniquely personal approach to landscape design. Despite growing exclusively through word-of-mouth referrals for over a decade, Jenna recognized it was time to establish a professional brand presence that matched the quality and care she puts into every client project.
"I enjoy working with families and individuals to create natural outside environments they can enjoy. I believe that creating sustainable, beautiful, comfortable green spaces impacts peoples' lives as well as our shared environment." — Jenna Lanier
Jenna's approach is distinct from larger landscape companies. While she competes with and regularly outperforms bigger firms, her success stems not from lower prices but from the deeply personalized experience she offers. She thinks about the colors clients are drawn to, where children will play, how entertaining spaces can accommodate gatherings, and countless other details that transform a yard into a sanctuary.
The Challenge: Turning Exceptional Service into Visual Brand Identity
Despite her success, Jenna faced challenges common to many service-based entrepreneurs:
A minimal online presence that didn't showcase her portfolio of beautiful work
No cohesive visual identity to represent her boutique, sustainable brand
Limited marketing beyond word-of-mouth referrals
A previous disappointing experience with marketing services that felt "salesy" and disconnected from her authentic approach
As Jenna put it: "I am proud of this business and I want to have a website and images that show what I have done and can do." After 11 years without professional photography, she knew it was time for a change.
Our Collaborative Approach: Photography with Purpose
Our journey with Jenna began with understanding the essence of what makes Lanier Landscapes special. We didn't just want to capture beautiful images—we wanted to tell Jenna's story and communicate her brand values of sustainability, luxury, and personalized service.
Phase 1: Brand Discovery & Initial Photography Session
Our first shoot was designed to capture the heart of Lanier Landscapes through Jenna herself. We focused on creating imagery that embodied her brand descriptors: "boutique, individualized, sustainable, unique, altruistic, luxury."
The color palette drew from Jenna's preferences—chartreuse green, white, violet, blue, and yellow with touches of bright pink—creating a visual language that evokes the "relaxed elegance and luxury" she described as core to her aesthetic.
Phase 2: Digital Transformation
Following our initial shoot, we connected Jenna with our website design partner, Kylie Buss Design, who worked with our imagery to create a cohesive brand experience. Together, we:
Developed a completely reimagined website at lanierlandscapesdc.com that beautifully showcases Jenna's work
Established a professional Instagram presence that highlights her portfolio
Created and launched a strategic newsletter to nurture relationships with existing and potential clients
Phase 3: Continued Growth & Documentation
Our relationship with Jenna continues to flourish with two additional photoshoots planned to further build her visual library. These ongoing sessions allow us to capture seasonal variations in her work, document new projects, and continue telling the evolving story of Lanier Landscapes.
The Results: Growth Beyond Expectations
The impact of our collaborative branding work has been immediate and significant:
Lanier Landscapes secured a major new client directly through their enhanced Instagram presence
The newsletter has become a valuable touchpoint with existing and potential clients
Jenna's professional online presence now matches the quality of her work, creating credibility with prospective clients
The business is expanding beyond neighborhood-specific referrals to reach new communities throughout the DC area
Most importantly, Jenna now has a brand presence that truly represents her values and vision—one that helps potential clients understand what makes Lanier Landscapes different before they even meet her.
Key Takeaways: Lessons for Service-Based Businesses
Jenna's journey offers valuable insights for any service-based business looking to elevate their brand:
Authenticity is your greatest asset. Jenna's success comes from her genuine approach to client relationships, which we made sure shone through in every image.
Professional imagery is an investment, not an expense. After years of success without marketing, the right visual assets have opened doors to new clients and opportunities.
Cohesive branding creates recognition. By aligning photography, web design, and social media, we created a consistent experience that builds trust with potential clients. AND, shirts for her staff and signage for her jobs!
Digital presence expands word-of-mouth. While referrals remain powerful, a strong online presence amplifies their effect and reaches entirely new audiences.
Ongoing visual storytelling keeps brands fresh. Our continued relationship with Jenna ensures her brand stays current and continues to showcase her evolving portfolio.
Ready to Transform Your Brand's Visual Story?
Every business has a unique story waiting to be told through powerful imagery. Whether you're an established service provider like Jenna or just beginning your entrepreneurial journey, professional photography and brand development can transform how potential clients perceive and connect with your business.
Contact us today to discuss how we can help you cultivate your own brand transformation story.