Waterscene
Waterscene was launched by Steve and Linda Kovacs just as the new trend in water gardens was getting started. The company provides resources to help consumers, landscapers and landscape architects create dramatic, high quality water features that will last for years with the lowest possible maintenance concerns.
The couple turned to George Pytlik to help brand and market their new enterprise. Project elements included corporate identity and stationery, advertising and a web site.
Corporate Identity
Water features consist of ponds, waterfalls and streams that transform ordinary backyards into beautiful nature parks. To make the most of the visual potential, the logo shapes the W and S of the company name out of the natural curving lines of a waterfall and stream.
Because of the vertical shape of the logo, the stationery worked most effectively when oriented vertically as well. While envelopes must be horizontal, business cards were set upright to maximize the impact of the logo. A light tinted copy of the logo was set against the white background to further emphasize the artistic elements built into every waterfall.
Advertising
An advertising campaign utilizes small but powerful ads in landscape design publications. The ads show photographs of beautiful water features with simple headlines reflecting the psychological benefits of having your own backyard oasis.
While the company relies primarily on its web presence to communicate with its audience, a brochure was designed to promote its “Pond Builder’s School” and “Build a Pond Day” events, which allow people to take part in real-world pond building projects to see how easy the process is and how beautiful the outcome. These one-day events actually construct a complete pond, stream and waterfall, guided by pond building experts. The brochure emphasized the remarkable opportunity to build a fully functional water garden from start to finish in a single day.
Social Media
Waterscene takes advantage of the growth of social media through the use of a customized Facebook page. The page allows the company to post photos and videos related to ponds, waterfalls and water features. In addition, the company posts articles on its website of interest to pond owners and adds links to those articles on its Facebook page, to build a community of people who love water features.
The Waterscene Facebook page is designed to match the look of its website, creating an immediate connection for the brand and maximizing the impact of the visual identity.
Website
The website was designed to reflect the artistic qualities of a well designed backyard water feature. Angular lines were used both to contrast the organic fluidity of the water features themselves, and also to suggest the precision of the company’s product line. Beautiful photos of real water gardens built using the company’s product line are shown throughout the website to demonstrate how lovely the final outcome can be.
The Waterscene website design reflects the elegant, artistic beauty of backyard water gardens to relate strongly to the reasons why people want a water feature.
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