Concept project

Verde Urban Gardens

A seasonal campaign concept for an urban gardening retailer with strong spring demand and a flat rest of year.

Challenge

Demand collapses outside a ten-week window. The brand needed a reason to exist in customers' minds for the other forty-two.

We reframed the offer from products to a year-round calendar of small, achievable projects, with paid media weighted to intent windows.

Documentary-style photography, hand-annotated layouts and a campaign line built around the passage of seasons.

Campaign platform, twelve-month content calendar, creative asset library and a paid media structure per season.

Intended measures: off-peak revenue share, email list growth and cost per acquisition by season.

This is a concept project. No client performance data is presented — the section below describes intended outcomes and how they would be measured.

Seasonality is a content problem before it is a media problem.