New Work: Brand Identity for Victoria Wade

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Victoria Wade is pretty much our dream client. A talented Landscape Architect who specialises in creating beautiful, social outdoor spaces. The business is headed up by Vicki and her husband Joe and the power-house couple have a wealth of knowledge, backed up by their impressive qualifications. They also have the drive to become industry leaders in their field.

After working for several months with business coach Nicola Wilkes (Seriously Stylish Business), Vicki and Joe were serious about levelling-up and going after the larger scale projects that were feeling just out of their reach. They had all the skills and were able to manage the most complex of projects, but their brand wasn’t conveying that effectively for them.

The couple came to us ready to reinvent their brand identity, to help move them forward within their industry. Their infectious energy and passion for the outdoors shone through from our first meeting, and we were thrilled to be asked to help them create a beautiful brand that reflected their creativity and ambition.

When I first started working with Joe and Vicki it became clear very quickly that they were meant for so much more.
— Seriously Stylish Business

Levelling up

Vicki and Joe had been working with Nicola for several months before we became involved in the process, and had pinned down a super-clear idea of their ideal customer which we were able to use as a basis for their new identity. A customer profile (or ‘avatar’) is a great starting point when figuring out what you want your brand to do for you. It allows you to imagine your target audience as a specific person, helping you to think about the tone of voice that would be most appropriate for your conversations with them, the colours and textures they would like, and the other brands and businesses they might be spending their money with.


Before we set to work, Vic shared a selection of some of her favourite projects with us. We were inspired by her use of bare brick walls, sleek concrete features and forest green ferns as they feature in most of her designs. These materials and textures formed the basis of our initial moodboard, which centred around dark blue and green tones, and industrial textures. These strong features were lifted by detailed illustrations and a playful handwritten typeface.


This moodboard translated into the first stages of the new Victoria Wade brand, which offered a sophisticated feel with artisan touches.

We explored the way this would translate into print whilst beginning work on a new portfolio style website for Vicki and her team to showcase their beautiful work to potential clients.

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The Shift

Throughout the branding process, Vicki has surrounded herself with a wonderful team of creatives and business consultants. She has spent time in Morocco on an Instagram retreat for creative business owners with Beth Kirby, worked one-to-one with The Brand Stylist, Fiona Humberstone, and coached with Nicola Wilkes to pin down her brand strategy and set her business goals. She also commissioned photography by Olivia Bossert and Siobhan Watts.

Naturally, a process like this brings moments of realisation and clarity. For Vicki this was realising that her brand shouldn’t feel so architectural and serious - it should encompass more of her playful, energetic personality and allow her to connect more personally with her clients.

A Sprinkle of Personality

Vicki had established a strong and unique tone of voice from her Instagram account which became integral to her brand development. We shaped a brighter colour palette of green, aqua, terracotta and navy which features in playful flurries across her website. The fun terrazzo pattern adds a sprinkle of the energetic Victoria Wade personality whilst giving a nod to her architectural roots.


Vicki and Joe’s new website was developed in a magazine style with heaps of content, and is now a valuable resource for their clients. Over time it will be filled with downloads, guides, advice and recipes - reinforcing their brand on every level and providing a million reasons for people to hire them.

Their gorgeous imagery beautifully captures the energy of their business and compliments the colour palette perfectly. It’s almost impossible not to fall in love with the Victoria Wade lifestyle.

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It’s all about niching down and Vicki and Joe’s new brand identity and website reflects just that. Now clients are under no illusion that Victoria Wade Landscapes create beautiful, stylish outdoor spaces
— Seriously Stylish Business

Watch this space for beautiful printed materials coming in the new year!