A simple identity for a gardener based in the outskirts of Rome, Italy — developed to meet a simple need.

As Valerio began his solo venture as an independent gardener, he was frequently approached by people enquiring about his services while working in communal spaces. Often resorting to writing down his number on scrap paper, it became clear to him that he required a simpler and more practical solution — a set of business cards with his name and number, ready to hand out to potential clients.

Whether working in gardens, driving through town, or handing out a card, Valerio’s identity was designed to be simple, relatable, and recognisable.

Beyond a business card, I developed additional elements to demonstrate how the identity could be cohesively applied across various assets, ensuring a friendly, memorable, and approachable visual presence. With his name at the forefront, the identity is centred on a bold wordmark for clarity, a simple colour palette, and a grass pattern that reinforces his profession, adding a playful and recognisable nod to his work.