How Branding and Web Design Helped Capel Gardens Attract More Premium Clients

Client Spotlight

For the first post in my new Client Spotlight series, I’m kicking things off with someone doing seriously good work in the industry: Toby Pritchard of Capel Gardens. Capel Gardens is an award-winning business whose projects combine expert plant management and garden design in way that feel effortless, modern and connected to nature.

You might’ve seen Toby's work at BBC Gardeners’ World Live, or featured on Gardeners’ World itself. His show garden at BBC GWL 2019 wrapped together contemporary living and ecological awareness relaxed, refined and made to fit real lives.

The challenge

Toby came to me with a strong portfolio but DIY branding that didn’t reflect the premium nature of his work. Like a lot of garden designers, he was attracting mixed enquiries: some ideal, some… not so much.

He wanted to appeal to higher-value clients, raise the perception of Capel Gardens and step away from the “generalist” look that undersells so many garden design designer businesses.

"It’s the most worthwhile thing I've done for my business."

The Strategy

We dug into his competitors, ideal clients and the kind of projects he wanted to attract. From there, we built a clearer brand position - one that aligned with his craft, his reputation and the experience he offers.

We developed a premium brand identity that still felt natural, warm, and grounded in his design philosophy. Nothing flashy… just thoughtful, confident and unmistakably “Toby.”

To elevate things further, we suggested a photoshoot with local photographer We The Conspirators, capturing the details and atmosphere of his Toby's gardens. Real projects, real craftsmanship all presented with clarity.

The Website

Once the visuals were in place, we designed a new website that finally did his work justice. Clean layouts, strong storytelling and an experience built to showcase high-end garden design.

The result? A site that feels premium, invites the right clients in and positions Capel Gardens exactly where it should be — at the top end of the market.