Opportunity
Customers knew Smith & Hawken (S&H) as the “quaint, gardening store”, they didn’t know it as a lifestyle brand. Customers knew S&H had best–in–class hand trowels, they didn’t know it sold furniture and table top decor—high margin categories that greatly improve its bottom line and brand reach.
Brand strategy
Reimagine how S&H shows up in customer’s mailboxes. Leverage its incredibly strong catalog/D2C business model with a marketing strategy that allows it to increase mailing circulation and raise brand awareness in new store trade areas
Establish S&H as an authority in the garden category—get credit for its lifestyle product offering
Elevate photo art direction and brand aesthetic to stand out from competition
Impact
New catalog strategy saved significant capital ($400K annually) in production + postage and increased circulation with larger, more frequent catalog distribution while creating space for trend expression, editorial content and story-telling
Gained lift in trade and wholesale businesses by creating relevant marketing and photography, broadening the brand’s lifestyle appeal
Smith & Hawken Annual Sourcebook (perfect-bound/156 pages) + Monthly Mini-magazines Trend Pulses (economy paper and printing/12-36 pages)
Photo art direction
Photo art direction