JK

Brand Identity

Nature-inspired brand identity and a simple website built to boost credibility and convert quality-driven homeowners.

Client: JK Landscaping
My Role: Creative Direction and Design

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Shortened name to JK and built a bold, flexible mark that scales from truck livery to favicon without losing it’s edge.

 
 
 
 

Dropping ‘Landscaping’ from the name allowed the brand to tell a consistent story regardless of the service promoted.

 

“Near, far, wherever you are”

 

Custom geometric lettering designed for flexibility and impact. The J doubles as a checkmark for a job well done, its forward skew reflecting time-efficient service.

 
 
 
 

Vibrant, nature-inspired palette reflecting the four seasons ensures high outdoor visibility, even on the smallest surfaces.

 

From fresh grass and plants to autumn leaves and winter snow.

 

Brand typeface: Figtree — a highly readable, versatile sans-serif with a friendly tone that feels inclusive and supports older audiences.

 
 

Orange jacket for winter contrast against snow; green for the other seasons.

 
 

Embroidery and print applications showcase the logo’s versatility.

 

Concept ad created to showcase the brand’s powerful marketing potential.

 

Explore the branded web experience I designed and built at jkinc.org

 

Brief:

With 25 years of trusted service, JK Landscaping had a strong reputation but no visual identity to match.

The goal: build a dynamic, confident brand grounded in experience and appealing to quality-driven homeowners who value long-term, reliable service over the lowest price.

Outcome:

~9% client growth since launch, a fresh, consistent identity that stands out across Calgary neighbourhoods, and a credibility-reinforcing digital presence.

Process:

To create a scalable brand, I shortened the name to “JK” and designed a bold, flexible logo signaling presence and control. I chose a nature-inspired, undisturbing palette to convey hands-on reliability and calm professionalism while balancing vibrancy with composure. I paired it with the Figtree typeface for its readability and friendly tone, and used plainspoken copy and large font sizes to ensure accessibility for older audiences.

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