Milosi
Business Branding, Logo Design
Quest Digital Services Used
Logo Design
Business Branding
Website Development
Overview
We were approached by Milosi, an elite landscaping company in Nashville, for a graphic design project. However, a mismatch was found between their brand support and core values and offerings. As a result, the project turned into a full-scale brand overhaul. While this is not our usual rebranding process, the impact it had on our client was significant.
Logo Design
The logo design is a key brand element for Milosi. However, the existing logo did not accurately represent the brand and its services. It lacked cohesiveness and did not convey a sense of luxury. Both the font and icon were generic and not custom-made. As we approached the redesign of the logo, we made sure to incorporate key elements while giving it a more refined look. We updated the color palette with a custom "Milosi red" for a richer and more luxurious feel. While we kept the leaf design, we created a unique icon that seamlessly blended with the font. This represents how Milosi combines landscaping and hardscaping to create personalized outdoor spaces for their clients. The changes may seem simple, but they significantly improved our brand positioning, as shown in a before-and-after comparison of the logo.
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Logo Finalization
After receiving approval from our client, the new landscaping logo was sent back to our Director of Design for final touches. The design was thoroughly reviewed and refined, with precise adjustments made to spacing and careful assessment of the icon's readiness for use. Our team also selected the exact colors using CMYK, PMS, RGB, and hex codes. To ensure ease of use, we created and saved logo files in PDF, EPS, JPG, and PNG formats for the client. In addition, we provided detailed guidelines outlining proper logo usage, including font choices and brand colors.
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Business Card
​After updating the landscaping logo, we also created a new business card for Milosi. The design reflects the aesthetic of the logo and incorporates patterns developed during the rebranding process. As a top-tier landscaping company, it was crucial to equip the sales team with a professional business card. These cards would be distributed to both current and potential clients, so it was important that they exuded quality in line with Milosi's high-end services. The design features the new logo and social icons on one side, while the other side showcases contact information, tagline, and brand patterns. To further elevate the presentation, they were printed on luxurious silk stock.​
Website Wireframe and Design
After the sitemap was approved, we proceeded to develop a website wireframe. This provided us with a framework or "blueprint" for organizing all the elements on the website and establishing the tone for how the business would showcase their main services. The wireframe also allowed us to address our previous concern about Milosi's smaller supporting services receiving equal promotion as their premier outdoor living offerings.
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Through reconfiguring the website menus, we were able to enhance the overall user experience and strategically place their services. By evaluating what should be included in the header navigation and what can be moved to the footer, we made some impactful decisions. Although it may seem like a straightforward task, determining the content for their header navigation requires tough choices that prioritize their business's key elements.
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In general, Milosi aimed to showcase their range of offerings to all visitors, but this caused the user to feel overwhelmed and confused. By utilizing a website wireframe, we strategically grouped offerings into core and sub-services. This ensured that users were directed towards the services that Milosi prioritized, rather than smaller ones with lower profit margins that did not align with their luxury outdoor living brand.
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​Once the initial wireframe was completed and approved, we transitioned into the development stage of the project. Utilizing a WordPress platform allowed for customization while still allowing the client to easily update their website content. Our approach to this custom build was focused on creating a unique user experience. By starting from scratch rather than using a template, we were able to optimize the website for both mobile and desktop use. This strategic design has had a significant impact on Milosi's business, not only improving their website's appearance but also restructuring their offerings and sales approach.
