EcoGarden Supply
Cultivating a Full-Spectrum Brand Revitalization
TLDR: Led a full-spectrum brand overhaul for Minnesota’s top grow shop—tripled social engagement, launched a high-converting website, and turned a legacy storefront into a modern, community-driven brand.
Role: Brand Strategy · Social Media · Meta Ads · Brand Voice · Creative Direction
Objective
EcoGarden Supply came to me with nearly two decades of credibility as Minnesota’s largest indoor grow shop—but they were ready for a serious growth spurt. They needed a modernized identity, a clearer voice, and a smarter way to connect with both longtime loyalists and newer growers entering the space.
The goal? Turn a respected legacy shop into a fully integrated, community-driven brand—one that could thrive online, offline, and everywhere in between. I led the charge on brand strategy, digital marketing, Meta advertising, and content development—essentially acting as EcoGarden’s full-service creative partner. I also provided creative direction and project management for the visual identity refresh and complete website redesign, executed in close collaboration with my design partner, John.
Together, we didn’t just give EcoGarden a new look—we helped them feel more aligned, confident, and connected to the people they serve.
Strategy & Execution
With the objectives clear, we translated vision into action—rebuilding the brand from the inside out. From identity and infrastructure to daily content and community engagement, every move was designed to reinforce EcoGarden’s legacy while laying the groundwork for modern, scalable growth.
Brand Identity
We started by defining the look and feel. The shop’s in-person energy—earthy, gritty, sun-warmed, and sticker-covered—inspired a visual system built around bold typography, modern badge-style logos, and a grounded color palette. I worked with John to finalize the full brand guide, ensuring the identity was modular enough for packaging, signage, social templates, and merch.
Everything was designed to reflect EcoGarden’s roots while signaling its next chapter.
Website Redesign
We brought the new brand online with a complete site overhaul. I led the strategy and structure to create a user-friendly digital storefront that mirrored the in-store experience. With mobile-optimized design, streamlined navigation, and tone-aligned product storytelling, the new site became a powerful tool for conversion and community engagement.
While the goal wasn’t to become an eCommerce brand, we did build a fully functional online store to support how EcoGarden’s customers actually shop. Many products were set up for local pickup or limited shipping—not to drive massive online sales, but to capture purchases that might otherwise be lost. It became a quiet but effective value add.
Social Media Management
I developed and managed EcoGarden’s organic content strategy on Instagram and Facebook, focusing on four key areas:
Education – Visual tips, how-tos, and explainer reels
Entertainment – Light, on-brand humor and community storytelling
Community – Showcasing real growers via UGC and vendor features
Consistency – A reliable cadence and clear tone across all posts
Daily comment moderation and DMs were handled in-brand to build trust and momentum. Everything was crafted to feel like it came straight from the shop floor.
Importantly, because EcoGarden operates in a cannabis-adjacent space, I also accounted for the platform limitations that come with it—particularly on Meta. I researched and navigated restrictions on terminology, imagery, and paid promotions to avoid shadowbanning, post suppression, or ad disapprovals. Every piece of copy and creative was carefully vetted to align with policy while still driving strong engagement and reach.
Meta Advertising
To amplify reach and drive in-store traffic, I designed and ran Meta ad campaigns that mirrored the organic content strategy. From seasonal promos to general awareness plays, the ads helped introduce the new EcoGarden to broader local audiences—and kept the content machine running across touchpoints.
Event & Environmental Design
Once the new brand system was in place, we extended it into the real world—making sure EcoGarden showed up consistently and confidently at key industry events like Legacy Cup Minnesota and CannaCon.
For Legacy Cup, we designed a custom postcard to serve as an informational handout at their booth—compact, on-brand, and designed to build curiosity and foot traffic.
For CannaCon, we went even bigger. I led the creative direction and production for their full visual presence, including:
A branded step-and-repeat backdrop
Custom retractable banners
A table throw
Redesigned business cards
A new informational postcard
Beyond design, we managed all vendor coordination—sourcing a local Minnesota printer and ensuring seamless delivery and pickup.
EcoGarden also used the refreshed brand assets we created to produce a full line of branded swag, including t-shirts, sweatshirts, and stickers—a testament to how versatile and immediately usable the identity system was, even beyond our direct involvement.
Brand Voice Development
One of the most rewarding aspects of this project was building a voice that actually sounded like EcoGarden. They didn’t want to feel like a faceless chain—and they definitely didn’t need to sound clinical or overly corporate. They needed something that matched their personality and physical space.
The goal was to find a tone that could balance:
Technical knowledge and accessible guidance
Underground credibility and mainstream readiness
Minnesota roots and industry reach
Vibrant personality and regulatory awareness
We grounded the voice in four core pillars:
Straightforward, Not Stiff
Clear and confident, without jargon or pretenseKnowledgeable, Never Condescending
Whether someone’s scaling up or just starting out, we meet them where they areRooted in Community
Proudly local, with language that reflects real growers and regional cultureA Little Grit, A Lot of Heart
Friendly, funny, a little rebellious, and always real
This tone came to life everywhere:
CannaCon promos that nodded to Minnesota’s evolving grow climate
Instagram carousels like “4 Things Every First-Time Grower Should Know”
UGC spotlights, shop storytelling, and even comment threads
Paired with the modular visual system in the brand guide, this voice gave EcoGarden a recognizable presence that worked across digital, in-store, and community platforms.
Copywriting
The right words can carry as much weight as the right design. For EcoGarden, copy wasn’t just filler — it was a tool to educate, inspire, and convert. Every headline, caption, and call-to-action was crafted to reflect the shop’s grounded voice, balance technical know-how with accessibility, and drive real results across web, social, and print.
Examples
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Type: Facebook Photo
Copy:
We’re more than just a grow shop – we’re a community hub for growers of all backgrounds, from beginners to seasoned pros. Since 2004, we’ve been dedicated to providing the Twin Cities with top-quality supplies, expert advice, and a passion for sustainable, organic growing.
We believe in empowering our customers to achieve their best results while respecting the environment. Whether you’re cultivating your first plant or managing an extensive setup, we’re here to support you with everything you need, from nutrients and soil to lighting and ventilation.
Stop by and see us at 800 Transfer Rd, Suite #3, St. Paul, MN 55114. For easy access, head to the back of the building and use the door between garage doors 7 and 8.
Grow big. Grow bold. Grow with us.
Voice Highlights: Calm CTA, on-brand grower lexicon, community-forward pride, friendly “we/you” tone.
Performance: ER: 3.83% | WER: 4.30% | CTR: 1.15%
Performance Notes: Shareable content (75th percentile+).
Type: Facebook Photo
Copy:
Stocked up and ready for your next grow 🌿 From trusted nutrient brands to organic soil amendments, we’ve got the essentials to keep your plants thriving. Whether you're fine-tuning your feeding schedule or looking for something new to boost your yields, our shelves are stacked, and our team is here to help.
Stop by, stock up, and let’s talk shop.
Find us at 800 Transfer Rd, Suite #3, St. Paul, MN 55114.
Grow big. Grow bold. Grow with us.
Voice Highlights: Calm, confident CTA; approachable “let’s talk shop”; practical lexicon.
Performance: ER: 5.23% | WER: 6.03% | CTR: 4.55%
Performance Notes: Strong CTR; high shares → highly actionable content.
Type: Facebook Photo
Copy:
From inline fans to carbon filters, AC Infinity Inc. is a game-changer for controlling airflow and odor in your grow setup. Whether you’re running a small tent or a large operation, their top-tier equipment helps you maintain the perfect environment for your plants.
Not sure which gear is right for you? Stop by the shop and let’s talk about your setup—we’ll help you find the perfect fit.
Find us at 800 Transfer Rd, Suite #3, St. Paul, MN 55114. For easy access, head to the back of the building and use the door between garage doors 7 and 8.
Grow big. Grow bold. Grow with us.
Voice Highlights: Technical authority balanced with accessibility, inviting CTA, supportive tone.
Performance: ER: 6.07% | WER: 7.40% | CTR: 2.58%
Performance Notes: Above-average engagement rate; high weighted engagement; strong CTR; shareable content.
Type: Instagram Carousel
Copy:
Getting pH right is essential for a healthy grow, but did you know that optimal pH varies by growing medium? 🌱 Hydroponic systems thrive with a pH around 5.5–6.5, while soil-based grows do best closer to 6.0–7.0. The right pH ensures your plants can absorb the nutrients they need. Stop by the shop to pick up pH meters, solutions, and get expert advice on keeping things balanced.
Grow big. Grow bold. Grow with us.
Voice Highlights: Educational and accessible, clear CTA, technical but not condescending.
Performance: ER: 16.18% | WER: 16.60% | CTR: 0.00%
Performance Notes: Above-average ER/WER; informative “saveable” content.
Type: Instagram Reel
Copy:
We’re proud to be the Twin Cities’ largest hydroponic and organic grow shop. Whether you’re just starting your journey or a seasoned grower, we’ve got the gear and the know-how to help your plants thrive. From nutrients to grow tents, we’ve been your trusted source since 2004.
Stop by the shop at 800 Transfer Rd, Suite #3, St. Paul, MN 55114. For easy access, head to the back of the building and use the door between garage doors 7 and 8.
Grow big. Grow bold. Grow with us.
Voice Highlights: Pride in local roots, approachable CTA, consistent “we” voice.
Performance: ER: 5.51% | WER: 6.99% | CTR (Follows): 0.36%
Performance Notes: Strong follower conversion; highly shareable; saved as a reference.
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Type: Homepage Hero
Copy:
FOR THE SERIOUS GROWER.
We’ve been the Twin Cities’ preferred supplier for indoor-outdoor gardening supplies since 2004.
Voice Highlights:
• Bold, confident positioning for expert-minded audience
• Local authority with “Twin Cities… since 2004”
• Minimalist yet impactful
Type: About Us Intro
Copy:
CAN WE BE YOUR BEST BUD?
EcoGarden Supply is all about giving growers everything they need to get the most out of their crop — no matter what you’ve got planted.
Let’s Get Growing.
Voice Highlights:
• Playful, brand-aligned phrasing (“best bud”)
• Inclusive tone for diverse growers
• Upbeat and collaborative (“Let’s Get Growing”)
Type: Lighting Systems Copy
Copy:
We stock a wide range of lighting systems essential for indoor gardening ... Whether you're growing seedlings or maintaining mature plants, our lighting solutions can enhance plant health and productivity.
Voice Highlights:
• Helpful, balanced detail
• Inclusive (beginners to pros)
• Focused on real benefit (“enhance plant health”)
Type: Shipping Policy Clarity
Copy:
Orders are processed same day if received before 12 pm CST. If you need product IMMEDIATELY, call 1-866-647-1896 once your order is submitted.
Orders are shipped in plain boxes. We make sure contents are secure and spill-proof.
Voice Highlights:
• Transparent, practical information
• Directly addresses customer concerns
• Builds trust via clear reassurance
Type: FAQ Response
Copy:
What if we don’t carry what you’re looking for?
Let us know! We can often special-order items or suggest great alternatives.
Voice Highlights:
• Conversational and helpful
• Turns limitation into service opportunity
• Feels human and approachable
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Type: Business Card
Copy (Back):
Grow Big. Grow Bold. Grow with Us.
800 Transfer Rd. Suite 3
St. Paul, MN 55114
651.647.1896
ecogardensupply.comVoice Highlights: Clear, no-fluff authority; emphasizes longevity and trust; tight, professional copy for a pocket-sized leave-behind.
Type: Postcard
Copy (Back):
ELEVATE YOUR GROW GAME:
Save 10%
On AC Infinity Advance Grow Tent Systems*
Exclusively redeemable with this card.Voice Highlights: Bold, energetic headline; playful urgency; tight benefit-driven phrasing designed for a promotional hook.
Type: Retractable Banner
Copy:
Grow Big.
Grow Bold.
Grow with Us.Largest inventory.
Newest Technology.Voice Highlights: High-visibility mantra; strong repetition of brand identity; approachable yet commanding tone that works from a distance.
Results
From July 2024 to August 2025, EcoGarden saw record growth across both social and web—reflecting the impact of a cohesive, content-rich strategy.
Reach: 46,779 (+1,900% YoY)
Interactions: 7,891 (+27,100% YoY)
Link Clicks: 2,163 (+100% YoY)
Page Visits: 9,979 (+224.2% YoY)
Follows: 429
Reach: 15,509 (+401.9% YoY)
Interactions: 4,574 (+100% YoY)
Link Clicks: 266 (+155.8% YoY)
Profile Visits: 2,623 (+171% YoY)
Follows: 358
Website
Since launch, the website has welcomed:
24,000 total visits and 18,000 unique visitors
66,000 total pageviews, showing visitors were exploring products and resources
A bounce rate near 50%, signaling that visitors found what they were looking for
Traffic led by direct visits, followed by search and then social
The site now acts as a true brand hub—turning brand curiosity into foot traffic, and giving loyal customers new ways to engage and buy on their terms.
Reflection
This wasn’t just a campaign. It was a reinvention. By aligning brand voice, design, content, and digital strategy, we gave a longtime local favorite the tools—and the confidence—to keep growing in a fast-changing space.
It’s one of my proudest collaborations to date—and a blueprint for how I like to work: strategic, grounded, collaborative, and built to last.