ERICA GOTTFRIED
Web and Brand Development
Erica Gootfried
Web Design and Brand Guidance
Erica Gottfried Design
Building a landscape design business rooted in connection to the natural environment using native plants and ecologically responsible practices to re-connect the homeowner to their environment
What’s Inside This Guide
Client Overview & Vision
Service Offerings
Strategic Discovery Questions
3 Phase Project Delivery
Photography Shot List
Thoughtful Recommendations
Client Overview
Client Overview
Residential Landscape Design Firm with Door-scapes as a Featured Offering.
Core Vision
Design that evokes beauty, welcoming us home and inviting us outside to find peace and tranquility in a way that connects us to the rest of which we belong. Living and outdoor spaces as a harmonious extension of each other and the life we cultivate.
Brand Values
Clean & timeless
Original & authentic
Balanced & harmonious
Classic with unexpected touches
Nature-connected & ecologically mindful
Design Philosophy
Traditional, classic with a splash of originality, artsy, and unexpectedness. Focused on reconnecting homeowners to nature through thoughtful residential landscape design.
Service Offerings
Residential landscape design services with door-scapes as a featured specialty. The business encompasses comprehensive landscape design for homeowners with particular expertise in creating beautiful, welcoming entries and spaces that transition from indoor to outdoor seamlessly.
Primary Service Offering: Residential Landscape Design
Comprehensive landscape design services for homeowners including:
Residential landscape design
Doorscape design (featured specialty)
Native plant integration
Sustainable and ecologically-minded design
Front yard and backyard transformations
Garden design and planning
Doorscapes: A Featured Specialty
Landscape design services for residential clients with door-scapes as a signature element. Creating entries that serve as meaningful thresholds between public and private spaces, honoring the transition between exterior and interior, wild and cultivated
These questions will help clarify your brand positioning, identify your target audience and establish your service structure.
Discovery Questions
Business Foundation + Vision
Target Client Deep Dive
Brand Personality & Voice
Service Offerings and Operations
Goals and Growth
Photography Shot List
Hero Shots
Portrait of Erica working on a landscape project
Before and after of signature project
Detail shots of hands working with plants and materials
Wide shot showing full landscape in context
Featured doorscape highlighting the specialty
Residential Portfolio
3-5 completed residential landscape projects
Seasonal variations (if available)
Detail shots: plantings, hardscaping, water features, entries
Client interaction and consultation moments
Doorscape features within larger projects
Before and after transformations
Various home styles and property types
Lifestyle & Process
Erica at nursery selecting plants
Design sketching and planning session
Tools and materials laid out
Texture shots: soil, plants, containers, stones, natural elements
Installation process documentation, Erica overseeing install
Brand Personality
Authentic portraits of Erica (warm, approachable, expert)
Workspace or studio environment
Detail shots that reflect "classic with unexpected" aesthetic
Native plant focus
Three-Phase Project Delivery
10-12 week brand development process with clear milestones.
Phase 2: Identity & Presence (Weeks 4-9)
Visual Identity & Digital Foundation
Deliverables:
Logo design and brand mark
Color palette and typography system
Build brand style guide
Business card and print collateral templates
Website design and development (3 pages - depending on package)
Written copy for site
SEO optimization and setup
Photography sessions
Social media templates and graphics package
Milestone: Website Launch & Visual Identity Complete
Phase 1: Foundation (Weeks 1-3)
Discovery & Strategy
Deliverables:
Completed brand discovery questionnaire
Competitive analysis and market positioning
Target client persona (residential}
Brand strategy document (voice, values, differentiation)
Visual direction
Business name finalization
Service packaging and pricing structure
Milestone: Brand Strategy Presentation & Approval
Phase 3: Activation & Growth (Weeks 10-12)
Marketing Assets & Launch Strategy
Deliverables:
Service description copywriting
Client inquiry form
Social media content calendar (60-90 days depending on package)
Video content
Launch announcement materials
Google My Business profile optimization
Post-launch support and training
Milestone: Official Brand Launch & Marketing Activation
Thoughtful Recommendations
Business Naming
Keep it personal with a twist:
Erica Gottfried Design - Clear, professional, classic
Reconnect Design Studio - Unique, meaningful, tells a story
Recommendation: Eg Designs and Reconnect Design Studio
Positioning Strategy
"Residential Landscape Design That Reconnects You to Nature & Home"
Position as the residential landscape designer who creates meaningful outdoor spaces with a special expertise in doorscapes. You're not just a landscape design service. You're designing emotional experiences and connections to nature for homeowners. Your doorscape specialty then becomes a signature element that sets you apart.
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Can’t wait to develop something wow-worthy for you!
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