01 - The Brief
Refining Territorial's Visual Identity with a Refined Set of Marketing Collateral.
Territorial Seed Company is a family-owned business based in Cottage Grove, Oregon.
They’re known for their reliable, high-quality seeds, with a wide diversity of collections ranging from flowers and shrubs to fruits, vegetables, herbs and more. Their mission is to improve people’s self-sufficiency and independence by enabling gardeners to produce an abundance of good tasting, fresh-from-the-garden food, twelve months a year.
Over their 40+ year history, Territorial has grown from a small local business to a national distributor, with their seeds available in garden centers across the country. Despite Territorial’s impressive growth over their history, they often relied on in-house employees to design their marketing collateral, leading to a lack of consistency and intention across their materials. Territorial hired Rivetry to redesign their core marketing collateral in an effort to standardize their visual identity and enhance website sales.
Capabilities:
Brand Strategy & Visual Identity
Email Design & Development
Email Management
Direct-Mail Print Design
Icon & Pattern Design
02 - The Solution
A Modular Design System, Optimized for Territorial's Internal Marketing Team.
After exploring a wide range of design directions, we landed on a framework that brought the feeling of natural textures and hand-painted design elements front and center. The vibrant and wide range of colors found in the plants being highlighted often guided portions of the email design, so layouts were always changing, while still providing an easy-to-use framework for Territorial’s internal team.
One of our primary goals was to ensure the new email templates we developed were optimized for Attentive (a new marketing platform Territorial was transitioning to) and that the design files were easy to work with, update, and export so TSC’s internal team could easily create new emails to meet their rigorous marketing schedule. The final design system not only provided an updated, modern and cohesive set of email layouts, they optimized the flow of information to reinforce key call-to-actions, and gave us the framework to carry a consistent look and feel to the rest of Territorial’s marketing collateral.
Once we established a structure for Territorial’s email designs, we shifted our focus to their printed collateral in support of their end of year campaign, focused on Direct-Mail postcards and brochures that would reach over 100,000 customers.
03 - The Outcome
