Gillen · A new visual identity, website and connected marketing.
The brief
Gillen’s growth, from selling trees and shrubs in 1978 to designing and building high-end outdoor spaces and natural swimming pools, had outpaced its brand. The original identity had not been designed for digital use. Gillen commissioned us for the full scope: the rebranding, the website redesign and the marketing ecosystem. The client was clear: “We are more than just a gardening firm.”
The challenge
The evolution into multiple activities required more clarity in how Gillen presented itself. The new identity had to bring them together as one coherent brand while preserving the company's heritage.
The branding
We started from the symbol, two trees that have been part of every Gillen logo. We retained it and rebuilt it on two overlapping circles, with heavier strokes, pixel-perfect on screen. The circle became the basis for everything else: the round Soleil typeface, the arcs that frame photography, and the pattern on templates and website. The palette is built on deep green. Four lighter colours each mark a type of content: beige for landscaping, light green for the garden centre and maintenance, blue for natural pools, and pink for finished projects.
The website redesign
We organised the website around finished projects, because they are the best proof of Gillen's quality. Each project has its own page, filed under private gardens or natural pools and illustrated with Gillen's own photographs. The layout is minimal to keep the focus on the work. Two elements turn that interest into an enquiry: an appointment request at the end of every project page, and Contact as the only button in the navigation.
The marketing
The website and the marketing now work as one connected system instead of fragmented initiatives. Every ad and post shares the same templates and visual style. Social media and Google search bring visitors to the website, which turns those visits into enquiries. Each step prioritises conversion while strengthening brand awareness.
The results
Gillen now presents all its activities under one identity, from the website to social media and print. Its marketing team and ours share one strategy and a single set of brand guidelines. As a result, each team knows what comes next and works autonomously across all channels, towards the same targets.
