DESIGN REWIND: Rock Creek Innovations Rebrand
Rock Creek Innovations (RCI) is a Richmond-based landscaping company with 30+ years of expertise serving upscale homeowners and builders. In 2013, they faced a branding paradox: the "Innovations" in their name misled potential clients into expecting tech services rather than their comprehensive outdoor hardscaping solutions. Let’s look back at how we helped move RCI forward.
THE CHALLENGE
Create a logo that clearly communicates Rock Creek's landscaping identity—moving away from the confusing "Innovations" emphasis—while ensuring versatility across trucks, equipment, apparel, business cards, and advertising materials.
DESIGN EXPLORATION
I teamed up with my good friend and longtime creative/collaborative partner, Hezekiyah Baylor, to explore new design directions that would produce a successful solution to the design challenge.
“Our design exploration focused on conveying a "rigid calmness with Ninja-like precision"
THE JOURNEY
Our design exploration focused on conveying a "rigid calmness with Ninja-like precision" through clean, professional elements in earthy tones. Each iteration was tested to ensure it clearly communicated landscaping services—addressing the previous logo's tendency to confuse potential customers about what RCI actually offers.
THE REBRANDED LOOK
The new brand identity paired the company name with two key elements: smooth river stones and a native Virginia river birch leaf. This combination symbolizes both durability and natural beauty—reflecting RCI's expertise in creating timeless hardscapes and innovative landscapes that blend harmoniously with their surroundings.
THE TAKEAWAY
This rebrand reinforced how crucial clarity is in visual communication; by emphasizing Rock Creek's landscape focus while maintaining their innovative approach, the new identity helped position them as experts in precision landscape design and quality craftsmanship—allowing their smaller, more personal company structure to become a competitive advantage.