"The money I spent on the Brand Blueprint was the best money I have spent in my entire marketing career."
- Harington Telford, VP Marketing

Greengate garden centres was born in 2001 when Golden Acre Garden Sentre South rebranded. The owners hired Blueprint to help them identify ways to create a meaningful and unique brand experience while retaining customers through the transition. This development of the Brand Blueprint was concurrent with the search for a new name, to signal the store's evolving customer relationship.

First, the objectives for the store were defined and a shared vision for the new brand articulated. Blueprint intercepted customers in the store to understand their perspective and validate the owners' ideas of a memorable shopping experience. Focus groups were also conducted as part of the naming exercise and the insights from both initiatives were used as a basis for developing the brand strategy. The resulting strategy leveraged the customers' strong, positive perceptions while further defining a unique and meaningful brand position for the new organization.

In addition to defining a brand promise and character to guide operational decisions, the Brand Blueprint identified key areas for the delivery of the brand experience, including annual employee orientation and training. Greengate hires hundreds of seasonal employees each spring to serve customers through the growing season. Blueprint has developed and delivered the brand orientation and training to all permanent and seasonal staff for the past five years.