In crafting the brand identity for social, I led the team and client to differentiate from the wall of same in the gardening and horticultural category. We took stock of the predominant look: saturated, glossy, close-ups of blooms and confidently carved out our own premium niche. Monrovia's new style would emphasize negative space, moody lighting, and artistic compositions to reinforce the brand's superior artisanal quality.
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