Yellowstone Landscape drops legacy brand names

September 1, 2015 -  By
Yellowstone

Yellowstone Landscape

Austin Outdoor and Bio Landscape, the two companies that make up Yellowstone Landscape Group, are unifying under one brand: Yellowstone Landscape.

CEO Tim Portland shared the news in a client announcement, which was posted on the company’s website Aug. 27. The company also got a new logo and updated its color scheme.

Yellowstone Landscape, which is headquartered in Bunnell, Fla., operates 20 locations in Florida, Georgia, South Carolina and Texas. It ranked No. 15 on the 2015 LM150 list of the largest landscape companies with $95,688,000 in 2014 revenue.

Yellowstone was founded in 2008 with the acquisitions of Houston’s Bio Landscape and Piedmont Landscape Contractors, based in Atlanta. Bunnell, Fla.-based Austin Outdoor joined the group the following year and, in 2012, absorbed the Piedmont brand. Each of the companies had retained their own brands with the tagline “a Yellowstone Landscape Company.”

The decision to unite under the Yellowstone Landscape name has been an internal discussion since the beginning, said Joseph Barnes, marketing manager.

The timing was right for a rebranding because the company has worked to unify its objectives, management, systems and more among its predecessor organizations, he said.

“Culturally, we no longer want to be separate companies with separate identities that do things for legacy reasons,” Barnes said.

Additionally, the company is seeing growth, some of it by acquisition, and it becomes cumbersome and expensive to maintain multiple brands. Finally, the change cuts down on confusion among clients who work with the company in multiple locations.

The company’s new private equity investor, CIVC Partners, was receptive to the update.

“When we began our partnership with CIVC earlier this year, we discussed the timing of the change, and they were immediately supportive of our decision and agreed that now was the appropriate time to unify our brands,” Barnes said.

Employees are on board and clients welcomed the change, too, he added.

“We’ve tried very hard to address (customers’) questions proactively and reassure them that this is strictly a branding change,” Barnes said. ” We understand that to our customers, the brand is our people. Once our customers have understood that their account manager and service teams aren’t changing, they’ve been very open to the new brand.”

About the Author:

Marisa Palmieri is an experienced Green Industry editor who's won numerous awards for her coverage of the landscape and golf course markets from the Turf & Ornamental Communicators Association (TOCA), the Press Club of Cleveland and the American Society of Business Publication Editors (ASBPE). In 2007, ASBPE named her a Young Leader. She graduated with a Bachelor of Science in Journalism, cum laude, from Ohio University’s Scripps School of Journalism.

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