This was an unknown, but innovative, small organic lawn care company with a small customer base until purchased by a larger well-known company. Our goal was not to convince homeowners of the benefits of organic lawn care. Our prospects were already convinced. Our challenge was to position our company in a positive light that did not cast aspersions on traditional lawn care services while also justifying our higher price for a less-than-perfect lawn. We also wanted to avoid the typical happy family shots associated with other organic lawn care companies. The new tagline says it all: “Let nature do the work.” Simple bright graphics, ladybugs and butterflies support photos that show nature doing the work. The copy gives the more technical story, but in simple personal language.