HortPlus Shines With New Logo, Brand & Copywriting

A case study by Eleanor Jack.

All quotes attributed to Lesley Kersey, director at HortPlus.

–––––––

A brand refresh and website copywriting by Ed, has resulted in a new identity and online presence for HortPlus that appeals to clients and aligns with the company’s growth plans.

Founded in 1998 in Hawke’s Bay, HortPlus provides growers across New Zealand with horticultural decision support and management tools for higher profitability, better control, and more peace of mind.

The brand refresh resulted in a new identity for HortPlus that appealed to clients and aligned with the company’s growth plans.

HortPlus’ brand and website had not been refreshed for fifteen years when they were introduced to Stefan from Ed in 2018.

They engaged Stefan to redevelop their logo and tag-line, with an accompanying graphic icon, font family, colour specifications, and indicative image gallery.

HortPlus also contracted Stefan to write new key messages, SEO keyword research, and copy for a new website that Hortplus designed and built.

Ed redeveloped the HortPlus logo and tag-line with digital-tree icon, font family, colour specs and brand guidelines document.

“We heard about Stefan and Ed from James at Webfox who recommended him. We had an initial meeting and it was clear he’d be a good fit.”

–––––––

Distilling Complex Information Into Digestible Website Copy

The copywriting brief was to convert the old website’s technical language to succinct, pithy and persuasive content that would grab the attention of the target audiences.

Stefan started with an audit of HortPlus’ written materials before meeting with the team to gather answers to a series of key questions.

The understanding gleaned from this process enabled the creation of everything from the brand story, mantra and key messages, to the draft sitemap, and SEO website copywriting.

Ed converted existing technical language into succinct, pithy and persuasive content to grab the target audiences’ attention.

“Stefan was able to get the right words out of us and articulate what we wanted. He was really good at making the language succinct and simple to understand. The new website shows key information instantly, and it’s easy to find more if you need it.”

–––––––

A New Brand To Drive Growth

Stefan created several logo concepts for HortPlus, each with a different font, graphic, colour combination and tag-line, to give the HortPlus team options to consider.

They chose a simple design in charcoal and blue; an icon of a digital tree with graph-like bars and points representing branches and the tag line, ‘Growing Smarter with the Right Data.’

A simple design in charcoal and blue; an icon of a digital tree with graph-like bars and points representing branches.

“Stefan wasn’t limited at all, he took our suggestions on board, listened to what we wanted, and didn’t railroad us into anything. He then gave us a range of colours, combinations and styling to choose from.”

–––––––

Wide-Reaching Impact

With both copy and design, Stefan was able to marry the two historically distinct worlds of technology and horticulture in a way that would speak to the target audience.

The HortPlus team also found that talking with Stefan about their company’s identity and offering had a bigger strategic impact than anticipated.

And, they received excellent feedback from stakeholders after introducing the new logo and website with their Christmas 2018 message.

HortPlus have had business cards made, and new shirts, office signage, and flags for field days are next on the agenda.

“Everyone loves the new logo and brand. It symbolises what we do with the tree reflecting the two sides of the business. People are impressed and think it’s really smart. We’re thrilled with the reaction we’ve had.”

–––––––

A Fuss-Free, Efficient & Friendly Approach

Ed prides itself on being easy to work with, timely, and making the process simple for clients. This approach gelled with the HortPlus team who appreciated the efficient and clear communication style, and didn’t have time for the non-essentials.

The HortPlus team are proud of their new look and motivated to carry it through all their collateral. Using the brand guidelines produced by Stefan they have had business cards made, and new shirts, office signage, and flags for field days are next on the agenda.

The HortPlus team are proud of their new look and motivated to carry it through all their collateral.

“Ed’s process made us think quite deeply about what we wanted to be. With the new logo and brand we’re now looking forward and planning more – our new logo and brand is reflective of who we are and is right where we want to be.”

–––––––

Ed for Brand, Marketing & Communications

If your business needs the services of a brand, marketing and communications expert, contact Stefan from Empire Design on stefan@empiredesign.co.nz or 027 285 3800. Or, connect with Ed and Stefan on Twitter, Facebook, Instagram or LinkedIn.

–––––––

Stefan Olsen @ Ed
027 285 3800
brand@ed.net.nz

–––––––

Ed Takes IMS Helicopter Equipment To New Heights Globally With Targeted Digital Marketing.

A case study by Rosheen FitzGerald *All quotes in this article compliments of Jordan Salmons, Sales & Marketing Manager at IMS New Zealand. ––––––– IMS New Zealand are a Hawke’s Bay based company competing on the world stage. They specialise in manufacturing and distributing customised underslung helicopter equipment. Although primarily operating within the agriculture and […]

Ed Empowers Woodford House to Share Stories of Success with Tempus Magazine

A Case Study by Rosheen FitzGerald *All quotes in this article compliments of Chloe Johnson, Communications & Development Manager at Woodford House. ––––––– Woodford House prides itself on providing educational excellence for young women of the past, present, and future. The accomplishments of their students are many and varied, and they lead the way in […]

Ed. Copywriter of Choice for One of Hawke’s Bay’s Top Digital Developers

A case study by Ester du Fresne Webfox is a talented team of techies that develop innovative, custom cloud software, apps, and websites. And when their website development clients need compelling and persuasive written content, Webfox turns to Stefan Olsen, copywriter extraordinaire and the man behind local brand and communication agency Ed (Empire Design). Hawke’s […]

How Ed Helped Define One Of The Hippest Businesses In Hawke’s Bay

A case study by Ester du Fresne MèCHE (previously Visāge) is one of the best-known names in Hawke’s Bay’s hair and beauty scene. Oozing cool and with a reputation for being at the cutting edge of hair and beauty styles, trends and techniques, MèCHE has a large and loyal client base. Development of that reputation […]

Ed Delivers the Full Suite of Marketing Services for the Tremains Affordable Art Exhibition 9-11 March 2018

A case study by Ester du Fresne Ed undertook a capacious and engaging marketing campaign for the Tremains Affordable Art Exhibition (TAAE), which was held at Napier Girls’ High School (NGHS) Friday 9 – Sunday 11 March 2018. From website development to social media, signage and print collateral distribution to PR and communications: Ed pulled out […]

Ed’s Long-Term Relationship With Visāge Hair & Beauty

Visāge Hair & Beauty is composed of a state-of-the-art hair salon in Taradale, Napier, and a combined salon-clinic in Havelock North. Offering the full range of hair and beauty services and at times employing over 40 staff for two decades, Visāge is by a long shot the premier destination in Hawke’s Bay for men and […]

Helping HortPro Grow From The Ground Up

Ed was contracted to develop a complete brand solution for Hortpro from the ground up. As an independent, family-owned business located in Hawke’s Bay, this was a client passionate about crop protection and crop nutrition; providing top quality, high-value products to growers, orchards and vineyards. They deserved the full treatment. Sorting the Essentials After the […]

Ed Produces the Good Oil for The Village Press

Ed manages all aspects of The Village Press online communications and has done so since April 2015. This work has hands-on and strategic elements. Generating, scheduling and maintaining TVP Facebook and Twitter channels, and monthly email newsletters is a central focus but more recently Ed has been involved in the establishment and maintenance of key […]

Wine: Stories from Hawke’s Bay website designed by Ed

Wine: Stories from Hawke’s Bay recounts the history of Hawke’s Bay’s internationally acclaimed wine industry in a beautiful hard-cover book, to be published by BayBuzz October 2015. In a lively account, writer Mark Sweet sets out the evolution from Hawke’s Bay’s first vines into today’s multi-million dollar industry. Sweet deftly supplements well-researched historic fact, with stories of […]

Ed works on Custom Construction Website Redevelopment

Custom Construction are Taranaki’s leading construction experts, specialising in property transformations. They build new homes, carry out renovations and additions, and construct commercial projects. Custom Construction offer their clients a complete ‘turnkey’ package from design, through estimating and quantity surveying to project management, and the actual build. What Ed did for the Custom Construction website […]

Ed writes website for Our Kids Early Learning Centres

Our Kids Early Learning Centres are located in Glen Eden and Glendene in West Auckland. They offer quality childcare and early childhood education for preschool children in safe, secure, and dynamic learning environments where foundations are laid for a lifelong love for learning. What Ed did for the Our Kids website •  Full content and […]

Investing in your Future with Diane Stride Dietitian

Diane Stride is a Havelock North-based dietitian specialising in dietary consultancy and food management plans for food allergies and intolerances. Ed was sub-contracted by WebFox to rethink and rework Diane’s existing website’s copy, content and overall structure, leading to the development of a fresh new site that reflects the professional service Diane Stride offers. What […]

Ed develops BackPack Online Teaching Resource

BackPack is an online teaching resource concept designed by ECOED and the Department of Conservation, and developed by Ed and Sitetools. In a nutshell, BackPack is an online information centre and digital repository where intermediate and secondary school teachers can discover EOTC content, plan their school’s camp, then download a virtual ‘backpack’ of resources for […]

Burley Kitchens & Cabinetry Website Copywriting

Another example of Ed working with local techies WebFox was with the Burley Kitchens & Cabinetry website development. As with many other WebFox website projects Ed’s worked on, the task was to assess the design templates and meet with the client to understand their business and how a website will help meet their goals and […]

Epitomising Art Deco Chic. Ed rewrites The Dome website.

Located in the heart of Napier, The Dome epitomises art deco chic offering luxury waterfront studio and apartment accommodation for a variety of budgets, alongside state-of the-art business facilities for conferences, seminars and presentations. For The Dome’s website redevelopment, Ed was tasked with extracting the existing site copy for a comprehensive rewrite to better convey […]

Ed helps PORSE prepare little minds for big futures

At the end of 2014, Ed got a call from in-home childcare provider PORSE. Alongside a brand refresh by Band, and website design and development by Flavour, Ed was contracted to take supplied draft copy and whip it into shape. Essentially, Ed’s job was to inject a consistent tone-of-voice into the copy to properly reflect […]

Join The Smile Revolution!

For some time now (around four years) Ed’s been regularly collaborating with web development and coding extraordinaires WebFox. One of the more recent WebFox projects Ed wrote was for The Smile Centre – a revolutionary dental practice offering two unique services with The Healzone and The Wand. Getting Briefed In The call from WebFox went […]

Rework of the Teen Parent Educators New Zealand website

The Association of Teen Parent Educators New Zealand website is a resource for teenage parents wanting to continue their secondary schooling while pregnant, and once they have children. The site provides key info about the teen parent units attached to secondary schools around New Zealand, along with early childcare centres working alongside them. The brief […]

More than meets the eye … BayBuzz Magazine

Believe it or not, copywriting is not the only arrow in Ed’s quiver. In fact, for the past four years Ed’s been putting together BayBuzz magazine. From flat-planning to content gathering and some intense team comms, Ed’s responsible for designing, refining and whip-cracking to make sure this mag meets its press deadline every two months. […]

Ed writes 20,000w for Te Whare Tangaroa O Aotearoa

In late 2014, Ed wrote copy for the redevelopment of the National Aquarium of New Zealand’s website. Owned and operated by the Napier City Council and the people of Napier, carrying out the rewrite involved working closely with the council’s marketing and IT department, the aquarium’s staff, and web designers 3webfeet. Diligent groundwork The first […]

Actually, Kiwis Can Fly…

Toward the end of 2013 Ed was contracted by Hawke’s Bay-based communications agency Tracta. The Heartland Agency. to put together six defining people profiles for Massey University’s Engine website. The task was to track down six high-flying Kiwis based in New Zealand and overseas, organise a 10-15 minute phone QnA with each, before writing up […]

EIT Hawke’s Bay & Tairāwhiti

Recently, Ed rewrote and optimised all the programme pages on the EIT Hawke’s Bay & Tairāwhiti website. Copy was rewritten to better persuade prospective students to contact staff and enrol or find out more. The result has been a dramatic rise in Google rankings, a jump in website enquiries and ultimately an increase in enrolments. […]

Website writing and having fun being a 2-year-old

Yep, Ed turned 2 today. Exactly two years ago I chucked in my day job in search of creative writing freedom. Since then I’ve been working like a motherfather. So today I’m taking the day off, but not before defining the key components of any good website’s copywriting. So here goes it … You’ve probably […]

Massey University prospectus copywriting

Back in Bleat #6 (The Poutiri Ao ō Tāne project and the Three Tenets) I bleated about Ed’s key foci of Education, Health, and Conservation. Poutiri was about conservation and today I’m going to sell you about Ed’s complete rewrite of Massey University’s 2013 prospecti. As WB Yeats once said, “Education is not the filling […]

The Poutiri Ao ō Tāne project and the Three Tenets

When Ed kicked off at 11.59am 1 Aug 2010 packed inside the business plan were three important tenets. Because alongside entertaining professional business clients who pay their bills on time, Ed also wanted to serve the faith within the realms of education, health, and conservation. And, over the past two years all these tenets have […]

No.8 wire straight-shooters with high st smarts

Oooo nooo … only 12,783,666 seconds to go … thereabouts. Dug in the bunker last Saturday, 24 cans of baked beans stashed, tray of Tui, couple of candles. Not even. Just got back from Raglan actually. Bit of time with the extended whānau and a spot of daredevil 4wd action in the Waikato. Another tick […]