Passiflora Gardens - Brand Identity & Website

Project Overview

I worked with Passiflora Gardens, a Cape Town landscaping and horticultural services company, to build their brand identity and digital presence from scratch. What made this project different was the level of iteration — the business was still refining its direction, so the brand had to evolve alongside it. Multiple rounds, constant feedback, and strategic pivots shaped the final result.

The Challenge

Evolving Business Direction The owner was still figuring out their exact market positioning. The brand couldn’t be rigid — it needed to adapt as Passiflora shifted focus between residential gardens, lawn care, and commercial landscape maintenance.

Dual Audience The identity had to appeal to homeowners wanting beautiful gardens and commercial clients needing professional maintenance. Two very different audiences, one brand.

Establishing Credibility A new landscaping business in Cape Town’s competitive market needed to look established and trustworthy from day one.

Process & Approach

Brand Development

I ran a brand sprint with the owner to establish core values, audience, and positioning. Then I worked through several design directions. This wasn’t a one-and-done deliverable — we iterated multiple times as the owner’s vision for the business crystallized.

Each round of feedback sharpened the identity. When the business pivoted to emphasize commercial landscape maintenance alongside residential work, I adjusted the messaging and visual approach to support that shift. The final brand system works across both contexts without feeling generic.

Website Build

I built the website on WordPress, structuring it to clearly communicate their full range of services — lawn care, garden consultations, and commercial landscape maintenance. The site positions them as horticultural experts while keeping the path to booking a consultation straightforward.

Key priorities were clear service descriptions, professional presentation for commercial prospects, and an approachable feel for residential customers. The consultation request system was the main conversion point.

Tools & Technologies

Results & Impact

Brand That Adapted Delivered a brand identity that evolved through multiple iterations rather than being forced into a predetermined direction. The final result genuinely represents where the business landed.

Professional Presence Passiflora Gardens went from no brand presence to a cohesive identity and live website in three weeks. They now compete visually with established players in Cape Town’s landscaping market.

Lead Generation The website serves as an effective lead generation tool with clear service pages and an easy consultation request system driving inbound enquiries.

Key Learnings

• Iterative brand work with an evolving business requires flexibility, but produces a more authentic result than a rigid process.
• Designing for dual audiences (residential and commercial) means finding the overlap in trust signals rather than trying to speak to each separately.
• WordPress remains a solid choice for service businesses that need to manage their own content updates without developer involvement.
• Close collaboration with the business owner through strategic shifts builds stronger brands than delivering a fixed package and walking away.