Cannon Ridge LLC - Brand / Identity
Cannon Ridge LLC - Brand / Identity from Grant Tompkins
Cannon Ridge LLC - Brand / Identity

Cannon Ridge LLC is a local startup lawn care company. The founder wanted a brand that would set his company apart from the competition. Though extensive consulting we settled on the name Cannon Ridge.

The Buffalo is intended as a mnemonic device taking advantage of a cognitive dissonance between the image of the buffalo and the name Cannon Ridge.

Placed together the logo imputes a sense of tradition, heritage, and stability.

The Cannon Ridge brand strategy is to convey lawn care as an essential part of establishing connection to family and outdoor living. Browns of various shade combine with a rust color that supports the brand strategy of outdoor living, rather than the product. This coloring and logo are professional and on message, while being radically different than the competition who focus on the green lawn product.

The founder loves his brand and the company is poised to make waves in Northwest-Arkansas.

All work within this project was completed by Grant Tompkins.

While the stacked version of the logo is ideal to communicate the brand message, the Profile version can be used where the aspect ratio needs to be wider.
A simple diamond lockup was also provided for cases where the logo needs to be put on a photo, or other unsuitable busy background.
This is the primary sales flyer, rather than show green lawns and well manicured bushes, it shows a picture of Northwest Arkansas. It is designed to re-enforce the brand message, rather than the company product. The copy is tight and carefully edited to ensure that that the focus is on growth and roots. This is specifically designed to resonate with the sentiment home owners have about their home while establishing the lawn as a critical part of the home. Rather than being front and center, the logo is placed in the position of a seal thus transforming the copy from a statement into a promise.
Cannon Ridge only offers four services. There is no menu, only four items. I needed a way to quickly convey this visually. A simple quadrant layout with the logo intersecting each service was the simplest way to achieve this visual message. The pictures have been modified with a simple gradient map to increase readability as well as universality. The bold colors serve to draw contrast between the four services; color also conveys a sense of unity. The sharp lines and color scheme cause this piece to draw attention from afar.
Cannon Ridge's business cards use a spot varnish to add an ere of quality including a gloss only version of the buffalo on the back side. The front of the card is to suggest a lawn flag on a lawn next to a drive or walk way. Drop caps are used on the name of the employee as well as proprietary services, the unique type treatment echo's the logo and implies that Cannon Ridge is unique because of it's unique services as well as its people. The title of Principal Horticulturist was thoughtfully considered to give an ere of authority and expertise that other more conventional titles were lacking. Further explanation will be provide on the back of the card.
Cannon Ridge is very different from its competitors. While most people don't look at the back of a business card, some do. The back of the card has well honed copy telling what makes Cannon Ridge so different. The signature denotes the sincerity of the founder and his commitment to upholding the values discussed in the copy. It tuns the statement into a personal promise.
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Cannon Ridge LLC - Brand / Identity

Cannon Ridge LLC is a local startup lawn care company. The founder wanted a brand that would set his company apart from the competition. Though extensive consulting we settled on the name Cannon Ridge.

The Buffalo is intended as a mnemonic device taking advantage of a cognitive dissonance between the image of the buffalo and the name Cannon Ridge.

Placed together the logo imputes a sense of tradition, heritage, and stability.

The Cannon Ridge brand strategy is to convey lawn care as an essential part of establishing connection to family and outdoor living. Browns of various shade combine with a rust color that supports the brand strategy of outdoor living, rather than the product. This coloring and logo are professional and on message, while being radically different than the competition who focus on the green lawn product.

The founder loves his brand and the company is poised to make waves in Northwest-Arkansas.

All work within this project was completed by Grant Tompkins.

Grant Tompkins
Graphic Designer at Rapid Prototypes Bentonville, AR