Print Media
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Caring For Your World Campaign
Category – Branding
Software – InDesign, Photoshop
Role - Senior Designer
Contributions:
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Facilitated design thinking sessions with stakeholders
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Defined the campaign’s visual system
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Presented creative concepts to stakeholders
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Developed campaign assets across print and digital media
The Challenge
Rainbow Companies was at an inflection point. Conversions and sales were flat or slowly declining over several quarters, despite offering a robust ecosystem of services (tree care, lawn care, and pest control). The brand was perceived as fragmented and transactional. Each division communicated independently, resulting in messaging that felt small-scale and inconsistent. More critically, the company lacked a unifying “why,” leaving customers to view Rainbow as interchangeable with any other property service provider.
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This disconnect diluted the Rainbow's broader ambition: to position itself as a steward of sustainable urban environmental health. Without a cohesive narrative tying its services together, Rainbow struggled to emotionally engage homeowners and local businesses and to differentiate beyond functional benefits.
The Solution
We developed a new positioning campaign grounded in the brand purpose: “Restore the Earth, Life is Thriving.” As lead designer, I helped align stakeholders through a design thinking session, then translated those insights into a cohesive messaging and visual system informed by user research and neuromarketing principles. From there, I led concepting and prototyping across multiple campaign touchpoints, including print marketing material, digital ads, and trade show displays.
The Result
The redesigned trade show experience significantly elevated the brand’s perception and performance. The booth stood out for its strong visual presence and clear, credible messaging—successfully repositioning the company as an expert partner rather than a product vendor.