The Challenge

Grow Meaningful Brand Awareness

If you’re not an avid gardener or professional landscaper, you may not have heard of Monrovia. But here’s the thing: Monrovia is the most prolific grower and distributor of potted plants and trees in the United States, and possibly the world. They’re also a lovely and wholesome family-run operation that’s been around for more than 90 years.

Monrovia had been hit hard by the 2008 housing crisis, but ten years later were coming back strong. They felt ready to get their name out there. They looked to Redbird to revamp the brand — to help them tell their stories, which are admittedly heartful and marvelous.

The Solution

A Thoughtful, Inward Assessment

Before Monrovia could re-launch their brand, they needed to understand themselves. Who they were, what they stood for, and how things had historically been done.

So over the course of three months, Redbird conducted a situational and content audit and analysis that would lay the foundation for a thoughtful and strategic re-branding and marketing program.

  • We interviewed dozens of employees, from senior leadership to their on-the-ground sales staff, some of whom had been there for decades.
  • We interviewed Monrovia’s garden center customers — partners who take great pride in selling Monrovia plants and who deeply understand the gardening consumers.
  • We wandered through garden centers — taking note of how their plants were presented and how they were situated in comparison to other plants.

  • We performed a brand landscape and aspirational analysis, and developed updated user journeys to help Monrovia understand how the market has evolved.
  • We audited hundreds of pieces of internal and external content — from blog posts to company newsletters to hangtags — to analyze the words and the visual expression of the brand.
  • Finally, we delivered an insights and analysis report that was both digestible and immediately actionable.

The Impact

Strong, Purposeful Branding Rooted in History

From our work, the CEO understood with utmost clarity where his company’s strengths were, and where the opportunities lay. From our recommendations he knew exactly what he needed to unleash Monrovia’s great brand potential.

With our research, Redbird was also able to next create a fully informed brand book that included a brand manifesto and voice, an updated Monrovia logo lockup, and forward thinking situational usage examples. Our evolution of the personas also allowed us to create an updated approach to photography — Monrovia’s face to the world and the faces of those to whom they want to appeal. Monrovia now has a solid foundation for their website and social stream relaunches.

Services Provided

  • Content Audit
  • Situational Audit
  • E-Commerce Framework

  • Social Media Audit
  • Data Visualization
  • Presentation Design

  • Brand Messaging
  • Logo Evolution
  • Brand Style Guide