A brand rooted in craft and landscape
Base Squared is a landscaping company led by Tom Hearn, working across the North of England and Wales. The team has built everything from private estates to award-winning gardens at Chelsea, with a shared focus on craft and biodiversity.
They came to us for a brand and digital presence that matched how they work: practical, considered and grounded in the land. The identity takes its cue from roots, a nod to strong foundations and a quiet play on the square root in the name.
Alongside it, we delivered a website, photography direction and ongoing content support.
Rooted by design
The whole identity grows from one idea: roots. In nature they anchor and nourish; in landscaping they stand for structure, planning and long-term thinking. We turned that into a distinctive logomark, with a subtle nod to the square root as a play on the name.
The mark doubles as a graphic device, used large as a pattern or small as a detail, so the brand has room to breathe across everything including on the website and in print.
The colours come straight from site: sandstone, slate, bark and soft moss, tones you would recognise from paving, soil and planting. A quiet, considered palette, built to sit across digital and print without ever pulling focus from the work.
Uniform
The workwear had to look professional and stand up to daily outdoor use. We produced embroidered beanies, caps, polos and fleeces that carry the mark simply, without fuss, keeping the team comfortable on site and the brand recognisable wherever they are working.
Portfolio-led website
The website puts the work first. Clean, image-led layouts and simple navigation let visitors move through the projects at their own pace, with recognition from shows like the Chelsea Flower Show given room to speak for itself.
Photography with a quiet eye
Biodiversity sits at the heart of what Base Squared does, so the photography had to match the same calm and observant nature. We directed various shoots around soft light and featuring a shallow focus, picking out the quieter details that show a space supporting wildlife as well as people, a bee over a flower, planting at the water's edge, texture in stone and foliage.
Those intimate moments sit alongside wider, architectural shots of structure, scale and layout, giving the full picture of a landscape designed to settle in and last.
Beyond launch
The work didn’t stop at launch. We now support Base Squared on a monthly retainer, helping the brand keep moving as the business grows. That includes ongoing photography direction, Instagram support and monthly content planning, giving the team a steady stream of considered content rather than posting for the sake of it. It keeps the brand active, consistent and closely connected to the work the team is doing day to day.
Considered in print
In print, we kept things simple and tactile. Embossed business cards add a quiet sense of quality, while brochures on uncoated stock use clear layouts to walk clients through phases of work, materials and maintenance. On the vans, the identity scales up with high contrast and crisp linework, so the brand reads clearly whether it is moving or parked on site.
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