The core challenge was architectural. Monarch operates as a parent company to a diverse portfolio of regional brands (such as Jensen Landscape and Northwest Landscape Services). The brief was "tricky" by design: Monarch needed a strong, unified central identity, but they also needed to allow their acquired brands to retain their existing names and equity. A "one-size-fits-all" rebrand would have alienated the local markets, while a disjointed approach would have diluted Monarch's national authority. We needed to build a "Visionary Collaborator" brand - one that could lead the industry while supporting its partners.

We developed a strategic "Endorsed Brand Architecture" to bridge the gap between corporate unity and local autonomy. We moved away from generic "landscaping green" tropes, introducing a sophisticated color palette featuring Poppy (a bold red-orange), Fog, Sand, and Midnight. The new logo features a strong, capitalized wordmark paired with an organic icon representing the interconnected nature of the alliance. We created a design system where regional brands operate independently but share Monarch’s visual DNA through typography and the unifying endorsement line: "A Monarch Landscape Company". To solidify internal culture, we designed and produced a physical book titled Cultivating Growth. Far from a standard handbook, this was an art object containing poetry, photography, and reflections on nature from staff, the CEO, and notable authors.