Van der Tol

Van der Tol is a landscaping company with a mission: to create a sustainable, green city where people can live, work, and thrive.

What we did

Brand strategy, Brand identity, Naming, Website, Communications

Challenge

The outdated brand identity and online communication failed to tell a consistent story and no longer supported the organization’s goals.

Solution

A new identity that focuses on “sustainable innovation”; for generations, the skilled professionals at Van der Tol have been leading the way.

New focus

Gusmanson was happy to design and develop the new brand identity and user-friendly website for Van der Tol, a leading landscaping company that creates gardens, outdoor spaces, and innovative projects. The new brand identity brings Van der Tol’s story into sharp focus: a rich history, exceptional craftsmanship, sustainable vision.

A powerful story

To get to know the company better, the process started with gathering input and brainstorming sessions. We discussed what makes Van der Tol unique, and what opportunities and challenges lie ahead. Van der Tol is a true family business that has been working for generations to build a liveable, healthy city. In cooperation with the project team we created a brand story that is both strong and widely supported.

No-nonsense

The result is a bold, no-nonsense design — naturally with an emphasis on green. The logo, inspired by the old one, was simplified and made more recognizable. A bright green accent color brings energy and playfulness to the design.

We also came up with a new tagline: progressive by nature. Because innovation has been in Van der Tol’s DNA for generations.

Website

For the website, we developed a custom WordPress theme. Easy to manage and with a strong focus on searchability. We wrote new content based on interviews and an SEO analysis, making it more effective, easier to read, and consistent in tone of voice.