Fresh From The Field — Scapegoats - By Strategy Creative

Fresh from the field

Fresh From The Field — Scapegoats – By Strategy Creative

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.

Playing off inspiration from mystical fables and illuminated manuscripts, the team at Strategy Creative take us behind their recent brand identity work for landscaping legends, Scapegoats.

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The brief

In the unruly hills of Wellington live a rag-tag band of heroes, the Scapegoats. Armed with a brand immortal they tame the forest, transforming the everyday into the super natural.

Scapegoats have built a reputation for crafting remarkable landscapes across Wellington. It’s the hard-earned result of the owners Kylie and Ruben bringing their spirit and personality to each and every job. Despite this, they lacked a compelling brand that could match their ambition and tell their story.

To connect with the high expectations of their house-proud audience we needed to create a brand that pushed the boundaries of the imagination. One that illustrates how Scapegoats use their head and their hands to create outdoor spaces for the mind to wander.

The Design Response

Our solution was to position them as landscaping legends. From soil and seed, to tiles and timber, Scapegoats create super natural experiences. We found inspiration in different forms of embellishments, from wrought iron gates to mystical fables and illuminated manuscripts.

We used every headline as an opportunity to tell a story that elevates the everyday into the extraordinary, allowing the audience to imagine more than meets the eye. Working with illustrators Jess Benhar & Rebecca Cook, we brought to life four hand-cut illustration worlds, reflecting the craft Scapegoats put into every landscape they create. Together we crafted a flexible ecosystem of elements that work together to tell the Scapegoats story.