branding

Dot x Ott

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Services

Brand Design

Marketing

Packaging

Seasonal Provisions + Modern Mercantile

Dot x Ott is a new modern mercantile + purveyor of fresh provisions in Downtown Bakersfield, opening spring 2019. Taking up residency in a vintage brick building, Dot x Ott will serve our Eastchester + Downtown neighbors and will be the first business of its kind in the 18th Street corridor.

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Situation + Strategy

Dot x Ott reached out to Purveyor House when they began the process of opening their shop. With a little less than a year til the doors would open, we hit the ground running as part of the creative team. Purveyor House led branding + marketing in collaboration with interior designer + creative visionary Jeran McConnel of Oleander + Palm.

Dot x Ott is important to Bakersfield because it’s located in a new center of interest downtown—the newly dubbed Eastchester. Across from Cafe Smitten + 17th Place Townhomes, Dot x Ott will fill a huge need for a fresh grocery + eatery in this well-walked area. We used our connections to bring a sense of camaraderie + community, from focus groups with17th Place Townhomes residents to a seamless integration into Second Saturday.

Plan + Implementation

Brand Discovery + Strategy

Our first order of business was to define the direction define the direction of this brand, vision + aesthetic. We took a discovery trip to Los Angeles, Napa Valley + San Francisco to understand the mindset, vision + intention our clients wanted to bring to life at Dot x Ott. During this trip, we gathered inspiration from packaging samples, product offering lists, logo design, spacial flow + overall creative direction that would set the tone for this new brand.

Brand Identity + Design

The owners brought the name Dot and Ott to the table as a nod to their childhood + we loved the nostalgia and ownability of the name from the get-go.  

We decided to use an “x” instead of “+” or “and” to bring a modern touch. The x would become part of the brand’s logo + creative suite. There will be branded items for sale at Dot x Ott when it opens, so we wanted to make the x synonymous with Dot x Ott. Piggybacking on this, our pre-launch marketing campaign was brought to life using a hashtag phrase “#xmarksthedot” + painting the perfect “insta-wall” on the side of the building.

Marketing

To help Dot x Ott reach opening goals, we created a custom marketing and brand development plan based on their brand strategy. This marketing plan took stock of their current position and laid out the specific strategies, guardrails + activities to help them in their success. We launched their website + social media platforms, and we continue to manage the content as they ramp up for opening to ensure everyone knows what is going on behind the scenes.

One of our first marketing pushes was a holiday gift box for Dot x Ott’s first showing at Bakersfield Second Saturday. We produced custom graphics using photography by Oleander + Palm to spread the word, ordering and quickly selling out of over 300 boxes.

As Dot x Ott opened, we helped share their story in a way to spark interest + bring people in to see what they’re all about. We put together a private preview for select members of the community to get a first glimpse before the soft open. From there, we’ve helped build their presence through a customized social media presence that helps invite conversation. We want our guests to feel welcomed even online.

Packaging

For the holiday box, we designed custom packaging that will be a yearly holiday “black label” aesthetic for Dot x Ott moving forward. This process informed the packaging we crafted to hold precious inventory for sale. Come opening, we will have designed custom to-go packaging, private label inventory, branded inventory, tissue paper, tape + stickers.

For opening, we spent time to carefully craft items for maximum branding exposure. From the to-go cups, to the mugs to sip coffee while in store, the brand was there. Stickers featuring the badge are used to seal bread + to-go boxes.

Our favorite part of the branding exercise for packaging was the system created for their raw good private labels. We created a system to help frequent buyers find the item they desire + in a way that is scalable for Dot x Ott.

Signage

For the building’s exterior, we crafted custom signage and had parts repainted + refreshed to bring some modern elements. Pairing black paint with overhead signs + window decals displays different elements of the branding suite while still leaving a bit of mystery as Dot x Ott plans to open in a few short months [with much more to be revealed]!

Results + Transformation

Dot x Ott is now open to high remarks! What was once just a name + a building now has a brand built on strategy, a unique aesthetic + a community minded point of view.

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Dot x Ott

93018th Street, Bakersfield Ca 93301

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Redhouse Beef

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Services

Brand Development

Creative Direction

Website Design

Marketing

Ranch to Table Provisions

Redhouse is a Central California ranch specializing in 100% grass-fed + grass-finished beef. As one of the only direct-to-consumer grass-fed operations here in Bakersfield, Redhouse Beef aims to keep their wholistic mindset at the center of what they do while educating + serving the community.

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Situation + Strategy

President Debbie Wise reached out to Purveyor House to help bring their new beef line to life. She and the Redhouse team had the product, a logo + a really great aesthetic in mind.

From the get-go, Redhouse Beef wanted to ensure their brand reflected an upscale, bespoke + thoughtful tone in every aspect the consumer would see. They practice a wholistic process with their herd in every life stage, and it was crucial that the brand, messaging, graphics + strategy communicate that in a respectful and elegant way.

Plan + Implementation

Brand Discovery + Strategy

Our first order of business was to define the direction this brand, vision + aesthetic based on what Debbie wanted to see. We started with mood boards, showcasing the imagery we would need to capture, graphics we would need to create and how we’d bring their stand-alone logo to life.

Since we began working with Redhouse, we have built out a two-year brand development plan that coincides with their business goals, revenue models and commitment to building brand recognition + devotion.

Brand Messaging

The first step in our work with Redhouse was to sit down and sort through all the messages and pieces of their process that they wanted to communicate. From there, we built a framework to share the Redhouse story in a way that felt comfortable to them. Starting off with this messaging component has been integral to website setup, marketing and even knowing if a new opportunity is in line with their broader brand vision.

Brand Identity + Design

Redhouse had worked on a logo design prior to us coming on board. We helped round it out by solidifying a color palette, choosing complementary fonts + meeting photography needs. From the get-go, Redhouse wanted to invest a lot of effort in capturing their process, product + people in authentic photography. Stock photos just wouldn’t do!

Over the course of working together, we’ve extended this identity into promotional marketing assets, social media posts, informational graphics, packaging + their website.

Website

Redhouse serves their customers primarily through their website. Developing their brand through clear messaging has been a great way to tell their story, capture interest and drive sales through their shop. We utilized SquareSpace to integrate with their Ecwid + Clover point of sales systems for a seamless user experience.

Their website + online shop features photography captured by handpicked local photographers like Oleander + Palm, Lex & Ev, Jonah + Lindsay Photography and Suyen Torres.

Marketing

We have worked with Redhouse to streamline their marketing efforts and ensure they are on-brand + promoting items in a timely way. Each week, we coordinate, design + share unique promotions to drive traffic to their physical location + website.

We built their social media presence on Instagram from less than 300 to now over 2,300 and growing daily. We share newsletters using Mailchimp every week and strive to build a community around ethical processes, shopping local + making healthy food choices.

Working with you on the Redhouse project has been awesome. You are truly talented, and it’s been such a joy for me to watch you bring our brand to life. You listen, and your ideas are on point with our vision. Thank you for all your hard work and creativity, and thank you for being dedicated to our town!
— Debbie Wise, President, Redhouse Beef

Photography

The time devoted to grow, harvest, package + share a product like Redhouse Beef deserves imagery that is upscale and beautiful. In partnership with Oleander + Palm, Lex & Ev, Jonah + Lindsay Photography and Suyen Torres, we facilitated upwards of 6 photoshoots and occasions to capture lifestyle + product imagery to tell the story of Redhouse in a truly authentic way. The photography captured can be seen on Redhouse’s website, social media accounts, marketing materials, collateral + packaging. We leverage these images in designing all of the materials needed to build this brand in a cohesive way.

Results + Transformation

It is an honor to work with Redhouse Beef as their brand grows. From the time we were brought on board with Redhouse, we’ve been able to articulate, apply + share their vision.

We love working with Redhouse Beef and the creative freedom they afford us—from laying out inspirational instagram grids to providing creative direction on photoshoots to writing website copy to joining them for 2019 business planning with the broad team.

We are proactive partners with Redhouse, developing their ideas and providing constant consultation + collaboration to ensure their brand is going in the right direction.

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Redhouse Beef

9649 Enos Lane • Bakersfield, CA 93314

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Laurel Ag

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Services

Brand Strategy

Logo Design

Press Release Copywriting

Premier Agriculture + Water Solutions

Laurel Ag is focused on precision water solutions + agriculture products. They aim to revolutionize the industry through innovation and a customer-centric mindset to help farmers, investors + management companies reach their goals. What once were separate efforts are now a combined group on the same long-term mission to provide growers with the right tools to do what they do best: cultivate the land in a sustainable, profitable + responsible way.

We set out to define their brand, name, look + feel with a new, comprehensive brand identity point of view, website splash page + brand communication plan.  

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Situation + Strategy

Laurel Ag is the culmination of Arable Capital Partners’ acquisition of several like-minded businesses located in the Central Valley of California. As with any acquisition, it is key to bring together the vision leaders and those involved within the businesses to set plans for the future + how the collaboration will run.

We were brought in before acquisitions were finalized, and we worked with the team to identify just what was happening and what internal communication + buy-in would be required to build this new home for these businesses.

To start, we needed to get to the core of why these businesses were attractive enough for Arable to acquire them. Was it their service? Their knowledge base? It was all that and so much more.

From there, we set forth a plan to learn about each entity and build a brand that captured the essence, drive + innovation they all shared.

Plan + Implementation

Brand Name Research + Development

As we started learning more about the individual businesses that would make up Laurel, something special rose to the surface—the desire to make each and every customer proud + profitable.

We used this concept to hone in our brand name development. We wanted success, heritage and collaboration to be the key descriptors for this new operation and found that the word “Laurel” embodied that. It is a visual symbol of success historically used to crown victors. It has a simple + familial feel. Both the name and the corresponding symbol helped solidify the brand identity.

The Laurel Ag name is derived from the interlocking leaves of the laurel crown, which illustrates our drive for a collaborative relationship with our customers, leading to the ultimate goal of celebrating our customers’ successes.

Brand Design

To help bring the laurel wreath idea home, we developed an aesthetic, color story + identity system to give Laurel an ownable brand + logo. We chose greens with blue undertones to illustrate the service Laurel provides—water + agriculture solutions.

Along with the logo design, we brought the brand to life through extensive collateral design work, from business cards to letterhead files to tradeshow graphics to merchandise options.

Presentation Deck Design 

The brand design was then shown to important stakeholders + investors through a comprehensive presentation deck. We worked with the business leaders to develop their brand story, the reason behind the brand name, graphics to illustrate their business model + a viewer-friendly outline to share.

Press Release Copywriting

Part of Arable’s process is to share exciting events with the press, and the formation of Laurel was no exception. Along with their team, we helped capture the essence of Laurel and its service + purpose in a concise and informative press release. As they continue to acquire and develop, we are excited to help them write and share this exciting news.

Results + Transformation

From where we started to where Laurel is today, the transformation is huge. The acquisition is now formalized through a new identity—one that each of the individual businesses feels connected with and can own as they hand out their new business cards.

We are proud to have helped Laurel shape those broad ideas and form them into a brand with a story, purpose + drive to succeed.

We are honored to be the creative partner to Laurel.

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LAUREL AG

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Edible Schoolyard Kern County

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Services

Brand Strategy

Updated Brand Identity

Marketing

Content Creation

An Edible Education for Kern County.

Edible Schoolyard Kern County is a group of educators + cooks proudly serving children + the community in their discovery + development of a healthy relationship with the food they eat every day. The Edible Schoolyard Kern County team works with kids to create healthy lifelong habits through hands-on edible education in the classroom, garden + kitchen.


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Situation + Strategy

Edible Schoolyard Kern Country reached out to Purveyor House to help with their marketing efforts around some of their big annual events.

After meeting to see how Purveyor House could help, it was clear that to really make an impact, the whole Edible Schoolyard Kern County brand deserved some attention to clarify its message + could benefit from updated, consistent visuals.

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Plan + Implementation

Brand Discovery + Strategy

To kick things off, we met with the Edible Schoolyard team to listen to what they value, what their day-to-day looks like + what drives them in their passion to provide kids + the community with an edible education. We also tapped into the 20+ year Edible Schoolyard movement, dove deep into the white paper documents of Edible Schoolyard Kern County + did some market research.

In this process, it became apparent that this brand is offering an amazing service to the community and is solving real problems surrounding food education. They have a robust passion, and they deliver in their mission. However, they weren't able to  share their story + deliver their brand publicly it in a consistent way with the impact it deserved.

A major component of our strategy was to create guardrails for this brand in a fun + practical way that draws from their existing brand pillars, rotating seasons (fall, winter, spring + summer) + their process at their flagship garden + kitchen (grow, cook, eat + enjoy).

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Brand Identity + Design

We set the stage for their visual + creative direction by creating moodboards + assets that pulled straight from the brand strategy. We seized the opportunity to use color to communicate seasons + food found in the garden.  It was also important we captured the spirit of Edible Schoolyard Kern County in a way that could be playful + vibrant but also provide an elevated look for upscale events.

From this foundation, we were able to create a really fun system where all elements, fonts + aesthetics are consistent across all dimensions yet unique for each application.

Marketing + Content Creation

Using the brand strategy + updated creative identity we created, we are also working extensively with Edible Schoolyard Kern County to streamline their marketing efforts as we lead the creation + promotion of their events, ensuring that they are always on-brand + promoted in a strategic + timely fashion.

Each month, we coordinate with the Edible Schoolyard team, write content, take photos + design graphics as we manage + grow Edible Schoolyard Kern County’s social media presence + develop their brand into an online community.

Results + Transformation

It is a blast to work with Edible Schoolyard Kern County as the continue their amazing work in their community to ensure kids + adults have fun with healthy food through edible education.

Purveyor House is ongoing partners with Edible Schoolyard Kern County to develop their dreams + ideas while providing creative marketing management, content creation, consultation + collaboration to ensure their brand is going in the right direction.


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Edible Schoolyard Kern County

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Sharing Spaces

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Services

Brand Strategy

Brand Identity + Logo System

Collateral

Website Design

Premium + personalized co-housing for the adventurous soul.

Sharing Spaces is a co-housing matching service based in Bakersfield, California that provides screening, matching + facilitation between people to find the perfect fit for housing options.

For this new company, we created a full brand identity including brand development, strategy, a logo system, collateral + website.


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Situation + Strategy

We were brought in before plans were finalized, so we were able to help research, strategize + build this brand in all aspects of the start up process.

Once we understood the need + complexity of what Sharing Spaces would need, we wanted to be sure that we were targeting the correct group. Our first step was to put together a focus group.

In the group, we were able to navigate through perceptions of the new-to-California concept of co-housing. In the focus group, the Sharing Spaces team gained insight into a new target market and solidified the need + potential for this venture in its founding city.

Plan + Implementation

Brand Discovery + Strategy

Using branding homework, the plans + dreams of the Sharing Spaces team and market research + findings from the Purveyor House-led focus group, we had a clear picture of how to build out this brand in a fun way that encapsulated their competency.

Throughout our process, we steered the strategy to focus on trust, camaraderie, adventure + a straightforward process that reassures the Sharing Spaces clients.  Whether clients are looking to rent their house or are looking for a roommate, we knew that they need to encounter a brand that they can trust. The brand needed to communicate that Sharing Spaces has thought of everything for them in their co-housing search.

Brand Identity + Design

Visually, we created an identity system that was simple + bold. We strategically chose strong colors and applied them in a way that suggests warmth + approachability.


For their icon, we wanted to use a simple graphic with subtle embellishments to show connection leading toward home.

We chose bright, lively photography to highlight the community + adventure this brand seeks to develop with its clients.

 

Website

Because Sharing Spaces is a new brand with a nuanced offering, it was important to show off their brand while using it as an opportunity to share their dream, build trust + walk clients through their process in an easy to understand way.

In the future, this website will feature a portal for easy sign ups + connection to potential share-ers.

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Results + Transformation

It was an honor + joy to work with Sharing Spaces from the beginning parts of this project. Their tenacity to bring this service to life, amidst twists and turns is truly admirable. Sharing Spaces launches in 2019. What was once an idea + dream now has a solid brand strategy, visual identity + plan to launch it into its future.

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Sharing Spaces

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Santa Barbara Community Church

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Services

Brand Strategy

Brand Identity + Logo System

Collateral

Website Design

Conviction. Community. Compassion.

Santa Barbara Community Church is a non-denominational church located in Santa Barbara, California. Their mission is to be a community of believers looking upward to God, growing inward in Christ and moving outward by the Spirit for the glory of God.

Using their rich history + values, we created a full brand identity including brand development, strategy, a logo system, collateral + a new website.

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Situation + Strategy

Executive Pastor Karen McLean reached out to Purveyor House to make SB Community’s desire for brand consistency a reality.

For the first 30+ years of their existence, the church’s language, logos + look lacked cohesion.

The value + practice of community is a huge part of who they are and how they operate, so it was important to craft the brand, strategy + graphics to communicate that in a simple + thoughtful way.

Their team also wanted to ensure their brand reflected a simple, modern + relaxed tone in every aspect a congregation member or visitor would see.


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Plan + Implementation

Brand Discovery + Strategy

We gave the SB Community branding team, staff + elders homework that allowed us to hear what they value, their core beliefs + what they think their organization does well. At the same time, we dove into the current state of their brand, looking at white paper, outward facing communications + visuals. We found that, while they do an amazing job living what they believe + value, they weren't able to deliver their brand publicly it in a consistent way with the impact it deserved.

Through this process, we gained an understanding of where the focus needed to be for communication + visuals and how to make community the cornerstone of our strategy.

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Brand Identity + Design

Using our exhaustive brand strategy, we moved on to define the visual direction.

We started with mood boards (above), showcasing the imagery we would need to capture, and created a diverse logo + color system with the flexibility to encompass varying ministries + visual applications while allowing for future growth.

We also wanted to take into account the way their organization values + lives in community as a church body and also in the greater Santa Barbara area. We created a color palette based on the vibe of the church culture and the natural beauty that surrounds them.

As strategists, we saw an opportunity to use color to communicate that SB Community is a relaxed + authentic environment without being too trendy. We decided to build the brand around the word “community” and a mid-blue color, weaving in a broader, more complementary color palette to invite in life + variety across multiple applications.

We took the same approach with their logo system. We created a dominate logo with a complimentary simplified version as well as an icon + ministry badges using the historic acronym for their name, “SBCC”.

In our work together, we also extended their identity onto their new website + collateral materials to ensure the brand was consistently represented across the board.

Website

SB Community previously used their website primarily as a way to communicate with members and provide weekly materials such as announcements + sermons. We wanted to extend that offering and make their website a place visitors could get important information and a sense of SB Community’s spirit through the copy + visuals.

In partnership with Alan Brozovich of Metal Bird, we developed their existing Wordpress site integrated with X Theme to achieve the look + user experience SB Community was after, and we featured photography captured by Lex & Ev.

Photography

We knew using only stock photos just wouldn’t do. Many church-type stock photos are borderline cliché + heavily overused. This brand’s authenticity and emphasis on living + growing in community deserves imagery that is beautiful and represents who they really are. In partnership with Lex & Ev, we facilitated an all-day church + Santa Barbara photoshoot to capture the spirit of SB Community. The photography captured can be seen on SB Community’s website + collateral. We used these images in designing all of the materials needed to build a consistent brand.

Results + Transformation

It was an honor + joy to work with SB Community in developing their brand. From the time we were brought on board with SB Community, we’ve felt like part of their team as we’ve been able to articulate + apply their vision.

We started with a brand that lacked outward identity + consistency, and we ended with a brand, a website + collateral that is built around a cohesive strategy + beautiful visuals so they can keep looking like themselves for the next 30+ years of church life.


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Santa Barbara Community Church

1002 Ceineguitas Road, Santa Barbara, CA 93110

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Cochran Mechanical

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Services

Brand Strategy

Brand Identity + Logo System

Collateral + Trade Show Material

Website Design

Specialized Industrial Refrigeration Solutions

Cochran Mechanical is a locally-owned industrial refrigeration contractor proudly based in Kern County, CA.

Drawing from their decades of knowledge + experience as well as their strong values, we created a full brand identity including brand development, strategy, a logo system, collateral + a new website.

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Situation + Strategy

Cochran Mechanical has a 40+ year legacy and is highly reputable in the refrigeration industry, but, despite their solid reputation, their overall brand identity was underdeveloped, outdated + inconsistently applied.

The goal of this project was to develop a refreshed message + new look for Cochran Mechanical that would match their reputation, display their value to their customers and carry them into the next 40+ years of business.

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Plan + Implementation

Brand Discovery + Strategy

Through our strategy + focus group with the Cochran Mechanical team, we found that they are a company with wonderful core values, they operate with the highest level of integrity + they are highly skilled experts. However, there was a lot of inconsistency in how they spoke about themselves, even down to using different versions of their name, and they were not adequately representing all they could do.

What they all felt was that they wanted to take their business to the next level and deliver + speak about their brand publicly it in a consistent way with the impact it deserved.

In our time together, we gained an understanding of who they were + brought them back to basics while leveraging their expertise, values + reputation.

Brand Identity + Design

We saw an opportunity with this brand to bring in obvious nods to the industry while roping in a cool retro vibe. We wanted to steer clear of the harsh colors + cheesy cliché visuals that tend to dominate their industry. For moodboards, we wanted to creatively bring in true-to-industry imagery + provide an updated cool to warm blue. We developed a color system that evokes trust + the literal feeling of being cold.

From our earlier strategy sessions, we landed on their brand name being “Cochran Mechanical” with the family name “Cochran” as the hero. We implemented this within their logo system, and this move allowed the Cochran team to drop all of their other name versions and work toward being called what they actually want to be called.

We created a dominate logo with complimentary simplified wordmarks, and we developed badges for flexibility + diverse applications across their marketing materials while still maintaining consistency.

In our work together, we also extended their identity onto their new website, collateral + trade show materials to ensure the brand was consistently represented everywhere Cochran Mechanical showed up.

Website

The previous Cochran Mechanical website was primarily used as a way to get in touch with their office. By implementing our brand strategy + visual identity on their new website, we created a place where customers can get a sense of who Cochran Mechanical is through copy + visuals. Their new website communicates their expertise + what they offer, creating a seamless brand experience for the end-user.

Results + Transformation

What started as a brand that was outdated and lacked consistency, overall messaging + visual development ended as a brand that is now built on a cohesive strategy that represents the spirit, values + professionalism of Cochran Mechanical in words + visuals.

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Cochran Mechanical

7749 Di Miller Drive, Bakersfield, CA 93307

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17th Place Townhomes

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Services

Brand Development

Marketing

Content Creation

Modern Downtown Bakersfield Living

17th Place Townhomes is a modern 44-unit development in Downtown Bakersfield. When the plans were announced, many people were skeptical given 17th Place’s misunderstood downtown location + price. Sage Equities, the property’s developers + managers, reached out to us to craft a marketing campaign that would pique interest, generate leads + create community and long-standing engagement, helping them lease out units as quickly as possible. 

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Situation + Strategy

Sage Equities, developers and managers of the townhomes, needed to get the word out and drive leases as quickly as possible. They looked to us to define their target markets and build photo + video content that spoke directly to them. Our plan also included building an online community to share a positive message about Downtown Bakersfield while promoting the townhomes.

In our target market work, we defined 4 sets of individuals that the townhomes would be perfect for. We chose the one that indexed highest, crafting a campaign geared toward the thirty-something crowd—they are well educated, have great jobs + have lived in other urban environments before coming to Bakersfield.

Our goal is to give our clients a fresh perspective and do the unexpected. We could have built a campaign that was realty-driven, simple and straightforward, but we knew that wouldn’t do this client + the product justice. We were inspired by campaigns in other industries + how they focused on ideal lifestyle goals, story telling + Pinterest-worthy styling—all things that our target market would be attracted to.

PUSH PLAY >> A Day In The Life | Promotional Video | 17th Place Townhomes

Plan + Implementation

Purveyor House provided creative direction + project management, overseeing a grand team of artists for a video promotion shoot that showcased a day in the life of a17th Place resident. During this video shoot, we also captured photography to lay the foundation of the branded campaign across all of their social media channels + website.

In building the 17th Place brand, we set the the tone + messaging to highlight the unique features of the townhomes while sharing the inspiring lifestyle of residents. Our messaging centered around "Modern Downtown Bakersfield Living" and the story of why the developers decided to bring this type of living to Bakersfield, and we focused on building community both within the townhomes and across Downtown as a whole.

Visually, we switched up the brand color to match the signature teal doors. Our goal was to create brand recognition and connection not only online but also as people driver or walk by. 

Results + Transformation

As ongoing partners, we also provide social media management for the townhomes, creating unique content and engaging with their community as it grows. We also produce a feature newsletter that highlights 17th Place residents, their stories and the good work they're doing in our beloved city.

In just six months of working with 17th Place Townhomes, we helped them fill all their open units—a full six months ahead of schedule.  Almost two years after the first resident moved in, 17th Place now has an ongoing waitlist.

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17TH PLACE TOWNHOMES

1001 18th Street, Bakersfield, CA 93301

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It’s a breath of fresh air to work with a marketing professional who understands what we are trying to accomplish and wants to help get us there.
— Austin Smith, Sage Equities & Developer of 17th Place Townhomes
Shannon was a pleasure to work with! She is driven and went above and beyond in providing marketing solutions which far exceeded my high expectations. She has a unique gift to understand high-level strategic marketing all the way down to the details of day-to-day project management, social media engagement and coordination with creatives. I cannot recommend Shannon highly enough!
— Austin Smith, Sage Equities & Developer of 17th Place Townhomes

Be In Bakersfield

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Services

Branding

Web

Program Development

Content Creation

Be In Bakersfield is a grassroots movement + nonprofit that shares the interesting, creative and captivating side of Bakersfield.

As founding members, we helped build a marketing campaign turned movement to rally around the city we call home. From brand identity to creative direction to event planning, Purveyor House’s development of Be In Bakersfield is at the helm of changing the conversation in Bakersfield.

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Situation + Strategy

Bakersfield’s lack of economic diversity + low number of educated professionals make it seem unattractive to the burgeoning creative class. Limited marketing efforts put us at competitive disadvantage when new residents contemplate moving here. When that is paired with a perception of low quality of life by outsiders + a lack of civic pride by residents, the conversation tends to be negative.

Our team used to think that Bakersfield wasn’t where we wanted to be because of its lack of developed creative business opportunities + overall poor perception. We were planning to move to a cool city in a few years because we didn’t see what was right in front of us.

Instead of living in that negative mindset, we chose to start a business in this seemingly “uncreative” town. To our delight, it’s working. There is a tremendous need here for new thoughts, innovative businesses and a positive conversation. It all starts with us residents.  

Back in early 2017, we were brought into talks with folks who believe the same things. It was time to build a platform to share what we knew to be true—Bakersfield is a great place to live, work + enjoy.

Videography by ResCo.

Plan + Implementation

We developed a brand behind the Be In Bakersfield movement, defining the mission, vision + story. Our strategy was to build a marketing campaign to share the experiences we all have—triumph, pushbacks, success, challenges + excitement.

We wanted Be In Bakersfield’s website and social media to be a place of connection + positive conversation, but we also wanted it to be real. It's ok that we have things to work on here in town. That means there are opportunities for growth.

Our plan was simple—create a brand around what we know Bakersfield to be. Be In Bakersfield is a movement that shares the interesting, creative + captivating side of Bakersfield.

Our team has worked tirelessly to capture personal accounts on film and in writing, asking our community to share their vision for the city by filling in the blank: “Be ________ in Bakersfield.” We launched a website, social media presence, events + an ambassador program to connect potential residents to our community.

Results + Transformation

Be In Bakersfield has moved from a marketing campaign to a movement. We see cars with the BKFLD bumper sticker driving around town. We see people posting about their hopes + dreams for their city. Our team is asked to share about this movement to high school students in hopes they come back to town after college or consider staying in town to attend our great university or community college.

One special success we saw was our inaugural event, which happened to be in the middle of summer. The heat didn’t seem to bother many—the event sold out in a few weeks, and over 100 residents joined together to share their Bakersfield stories. It was a time of connection + fun that supercharged the conversation through a thoughtful activity.

We have also leveraged this marketing campaign to partner with financial sponsors in the industries in Bakersfield that benefit from the creative class. These businesses are the ones who hire + retain talented people, and they have a heart for sharing their story. We see this platform as a way to come alongside Bakersfield businesses in their own marketing efforts.

From where we started to where we are today, it’s an inspiring story. We set out to share our perspective + came to find out we weren’t alone. Our community has supported us and, most importantly, shifted the conversation from “we have to be in Bakersfield,” to “we GET to be in Bakersfield.”

We are excited to continue developing this project as we collaborate with even more partners to share this version of Bakersfield. We like to think we’re re-branding this city + think we’re on to something quite big!

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BE IN BAKERSFIELD

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Stewards

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Services

Brand Identity

Logo Design

Website Design

More than a Number

Stewards is an advocacy nonprofit and representative payee agency that helps and resources the most vulnerable in our community to prevent homelessness.

We revived their look + feel with a new branding campaign, point of view, website + brand communication plan.  

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Situation + Strategy

Stewards, Inc. reached out to Purveyor House to rebrand + reframe the conversation around what they do. They are often asked, "So, what does Stewards, Inc. do?" They wanted to tell their story visually while elevating the perception of their services. 

Our objective was to craft a message behind Stewards, Inc., telling about their services in a way that is easy to understand and navigate while using design to illustrate + support what they do.

When we started, their logo was a dated bright orange cross emblem. While they wanted to retain the organization’s faith-rooted mission + history, they were open to a more current + modern look.

Plan + Implementation

We started with a deep dive into the current state of their communication. We found that, while they do an amazing job at doing the work, they weren't able to articulate it with the impact it deserved. 

We met with their team to hear about their daily interactions and the ways they give back to the community. We were left with an understanding of this organization + the stories we wanted to tell.

One of the first things we did was look into their name—Stewards, Inc. They wanted to become more approachable, so we recommended that they drop the "Inc" and own the name Stewards. Because being a good steward is central to who they are as an organization, it made sense to focus on that word. 

We also wanted to take into account the way their organization helps the community + use design to help in other ways many may not think of. Their previous logo had a vibrant and powerful orange color. At first look, it may be OK to keep that color, but, as we visited their operations, we realized that that color could be a bit disruptive. Stewards employees work with and at times need to help calm down clientele that walk into their offices. Using such a powerful color could create unease. As strategists, we saw an opportunity to use color to communicate that Stewards is a calm and trustworthy environment. We decided to build the brand around a soft blue color + weave in elements of a softer orange to nod back to their previous aesthetic.  

We landed on a design strategy that harkened back to their history while making room for future growth. Years ago, they were referred to as the Bridge Builders, so we chose a bridge icon to feature in their badge logo design. We also wanted to call out their longevity + long-standing impact in the community by using a tagline of "serving since 1995" within their badge design.

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Results + Transformation

To tell their story properly, we outlined what we saw, heard + observed from our meeting with the Stewards team. Their website is oftentimes the first place people go to learn more about the organization, so we knew it should be easy to navigate and have critical information easily organized. By understanding who their target market is, we could predict what information people would need and make it readily available. We also wanted the website to function well for those wishing to learn about the organization in order to donate to their mission. 

Our work with Stewards included a full website redesign using their existing platform on Wix, a tool that, when used properly, can truly be customizable + on-brand. We wanted whatever we did to be updatable + customizable for the team at Stewards, so we built our deliverables around their needs.

We are honored to be the creative partner of Stewards.

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STEWARDS

2211 H Street, Bakersfield, CA 93301

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Brandwell Workshops

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Services

Founder

Brand Strategy

Logo Design

Brandwell is a game-changing brand workshop for you and your business.

Late one afternoon in 2017, a few of us gathered to discuss the state of branding in Bakersfield. Unfortunately, the state was sad—void of a voice and lacking a social media presence.

We decided together that it wasn’t ok to go into 2018 this way, so we developed a workshop to help small businesses brand themselves, clean up their image and leverage social media to move their businesses forward in a sustainable way.

Alongside Oleander + Palm and our favorite photographers, Lex & Ev and Rubi Z Photo, we brought Brandwell Workshops to life in a city that never really talked about branding before.

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Situation + Strategy

We found that businesses in our city didn’t understand the importance of branding themselves or what branding even means. Throw up a graphic, open doors, post on social media every once in a while—that’ll do it!

Through Brandwell Workshops, we wanted to share that to have a brand, you need to build it with a strategic base that all decisions run through.

We felt that the best way to share our insight would be to start a social media presence that would inspire + teach while showing a well branded execution. We also offered in-person opportunities to develop these skills.

Plan + Implementation

To get started, community came first. We wanted to share our passion, insight + latest tips in an easy-to-engage way. We set up Brandwell Meet Ups where we focused on brand-related activities like taking photos on an iPhone or how to plan content calendars for social media. We also set up times to bring in experts that all business owners need in their back pockets, including professionals from fields like insurance, accounting + law.

Our first workshop was in January 2018. Attendees represented business from several industries, including weddings, real estate, interior design, photography, nutrition + coaching. Our May 2018 workshop featured much the same but added in some local flavor with a group of talented musicians. Read more about the Brandwell Alumni here.

Our philosophy + structure was drilled down to eight components, spread into two days of intense workshop time.

  • THINKWELL

    • Develop and refine your brand through brand words, focused messaging, point of view + story

  • STRUCTUREWELL

    • Capture your ideal aesthetic based on your brand strategy through moodboards + color.

  • DESIGNWELL

    • Create or refine the first impression customers get from your business—your logo, your brand colors + your visual point of view.

  • STYLEWELL

    • What's your brands style? Learn how to find style while on the go that represents your brand aesthetic. Learn what props, colors + vibes meld best with your brand.

  • CAPTUREWELL

    • Have a branded photoshoot to capture your newly refined brand through the use of expert stylists + photographers.

    • Learn how to take and edit stunning photos on your own, in a simple way that fits into your busy life.

  • PLANWELL

    • Create a plan for your content + brand building activities so you can get back to the actual work!

  • LAUNCHWELL

    • Create a plan of action to implement + announce your brand through social media, your website + traditional personal marketing.

  • GROWWELL

    • Take your business to the next level and learn tactics for business growth, scaling + collaboration. Connect with likeminded entrepreneurs for camaraderie + support!

Results + Transformation

To those that attended + implemented the principles, design, style + strategy, the change is magnificent. We are honored that so many have joined with Brandwell to make their brands a way to share their story + vision in a clear way.

A bit about us was featured in the Bakersfield Californian. Read it here.

I really learned the importance of putting “me” into my company. Brandwell has given me a whole new list of things I can work on to make sure that my brand represents me and has a personality. It also helped me to narrow in on what was really important for me when running my business and gave me good boundaries to help me decide if something is on “brand” or not moving forward.

Operating this type of workshop in Bakersfield has been hard, though. Our city doesn’t speak the brand language yet, and the budding entrepreneur is still finding its safe haven here.

We are hopeful that Brandwell will expand in the future to other cities, online courses, community-building + even more workshops in our hometown.

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BRANDWELL WORKSHOPS

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Bakersfield Second Saturday

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Services

Branding

Web

Program Development

Content Creation

Second Saturday brings the community and local businesses together in Downtown Bakersfield.

Second Saturday is a monthly event downtown. We connect with the farmer's markets and businesses open on Saturdays to create a fun, family-friendly experience.

We work with businesses to encourage special discounts, offers or experiences to make Second Saturday an event that is not to be missed.

Every month, we release a new map of downtown the Monday before Second Saturday. The map includes details about all the businesses, farmers markets + events happening so that attendees can plan their route for the day.

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Situation + Strategy

Second Saturday is a community gathering centered around Downtown Bakersfield that launched in October 2017. We partnered with Councilman Andrae Gonzales to revamp the offering, create a brand identity + website and manage all the connection points between organizers + local businesses.  

The main need for this partnership was to find a way to involve businesses, both brick + mortar and vendor-based, by providing an opportunity for them to showcase themselves to the community. 

Bakersfield's growth is contingent on downtown. While there are many places to visit in the area, most people aren't aware of the offerings + events that make Downtown Bakersfield such a great place to spend time. We also need to bring more business downtown. By focusing on the storefronts, we're able to share where they're located and keep them top-of-mind for prospective visitors.

Plan + Implementation

Our first course of action was to craft a strategy that was repeatable monthly, scalable + exciting for the community. We decided to center our offering around a monthly map, released the Monday prior to the event, to gather attention and share details with our community. We invested time to communicate with each business who signed up to create a special offer for attendees of Second Saturday—from a photobooth to 40% off to free accessories.

We designed a website using SquareSpace to communicate our vision, gather email addresses and provide more information for interested businesses. 

We also partnered with Lex & Ev, a duo creative team, to photograph + capture video of our December Second Saturday. We wanted our imagery + video to set us apart from other community events as the top tier of community-oriented marketing + branding. [click here to watch]

Each month, we facilitate sign ups using our website, design custom maps + marketing materials, generate content for our social media channels and advertise so that businesses gain more traffic every Second Saturday.

Results + Transformation

Our community looks forward to this monthly gathering, and it is a great marketing tool for local businesses to leverage. Sign-ups each month exceed our expectations. Our hope is that this event helps foster a positive view of Downtown Bakersfield while boosting the local business economy.

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BAKERSFIELD SECOND SATURDAY

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