Monthly Archives: September 2016
Monthly Archives: September 2016
Last year I wrote a piece full of tips for adding style and personalization to backyards, emphasizing that every material and every surface is an opportunity to make your yard your own. The ideas came from garden designers that I’ve known for years, people who daily invest their knowledge and creativity in other people’s gardens (plus their own!).
One of the ideas in my Orlando Magazine story was to use an exterior wall of the house to hang things, making the adjacent space more like a room.
But, be careful what you put there. Years ago, a designer in Sausalito told me he had placed a large mirror on a wall facing a garden, and birds kept flying into it. One bird actually died as a result, so he stopped using mirrors in gardens altogether.
There are things designers know from experience that the rest of us don’t.
When I develop and ghost-write content for a garden designer as part of their marketing program, the designer herself is my primary resource. Tapping her expertise is what makes for the most interesting, shareable, and authentic content. That content is used on her blog, her eNewsletter, and her social media posts.
Every designer brings something different to the table, and that’s one of the things marketing should express: differentiation. As a designer, your experiences are different than another designer’s. Your approach and communication style is unique to you. All your marketing efforts should reveal that, and make it clear to potential clients how your brand of work aligns with their needs.
Not only should your authentic perspective come through in your marketing, but it should be consistent across all your channels. A channel can be a blog, an eNewsletter, a Facebook fan page, an Instagram account, a brochure–any of the mediums you use to communicate with your audience.
If the way you communicate doesn’t align among these various mediums, it creates brand confusion and dilutes your message. Your messages to the world need to be similar no matter where you’re publishing. That’s why having professional marketing support from someone who knows the worlds of garden design AND marketing can be so helpful.
I’d love to schedule a free consultation with you to discuss your marketing goals, so call me anytime at 407-461-4368.
I’ve got small garden spaces on the brain–specifically in areas that are adjacent to the house, condo or apartment. Many people don’t have more space to work with than a porch or terrace, and if they do have more space, they tend to spend most of their time close to the house anyway. To address these realities, I’m talking to landscape designers and architects and listening to their ideas about the best way to design with plants in these areas.
Recently, I spoke with Charles Birnbaum, President and Founder of The Cultural Landscape Foundation. I wanted Charles’ insight on gardens that are enclosed by or right next to the house’s architecture because that topic is relevant to one of Charles’ areas of expertise: the history of modern gardens. He reminded me of Thomas Church and the other greats of modernism.
“Look at Church’s career, or Garrett Eckbo or Robert Royston. All of them got their start doing small, in-town enclosed garden spaces.”
He noted that as their ambitions grew they abandoned those for major landscapes, like public spaces, but the principles that had driven them early on influenced not just their large projects but the way designers handle small gardens now, seventy or more years later.
The houses and gardens of modernism were designed to work together, to flow into each other so people living there could experience a connection with the outdoors when they were inside, and the safety and comfort of home when they were outside. That quality or dialectic is something I plan to explore in my book.
Laura Livingston, a landscape contractor who installed the restoration of Church’s design for the garden at Castro Adobe in Watsonville, California, notes how functional the garden is.
“We followed the original plan closely, based on research done by landscape architect Pam-Anela Messenger. The garden was designed strictly for residential use, but now that fundraising for Castro Adobe is a consideration, events are held in the garden to raise money for the remainder of the house’s restoration,” explains Livingston. “We didn’t make changes to the garden to allow for events, but because it’s such a good garden, it works. That’s the thing about Church, his gardens allowed for so many possibilities for how the space would be used.”
The garden also shows how tightly Church’s projects were tethered to the architecture. Cork oaks that he placed in close proximity to the house are now mature, so when you relax on a bench in the garden, you look toward the house and see light filtering through the tree branches.
“It’s clear that he thought about that view, not just the vantage point from the house out to the garden,” says Livingston.
The St. Francis bird bath is placed in original location, on axis with a path leading from the house to benches. This very simple, elegant garden, first constructed between 1968 and 1972, has all the trappings of a garden any of us would hope to have today: trees for shade, flowering plants to tend, places to sit, walk and play–all within a stone’s throw of the indoors.
Church’s emphasis on the act of gardening is what distinguishes this garden (and his others) from a landscape. A landscaper herself, Livingston often installs a fairly narrow palette of landscape plants, so she was struck by the detailed plant list (most of which were chosen by Church’s client Mrs. Potter) that she chased down for the installation.
“There are particular varieties of iris that were used, and I was only able to find two or three out of ten, as well as certain roses, narcissus, lavenders, and an apricot tree. Plant names change, patents get lost or expire, and this makes it really hard to track down the varieties,” she explains. “The plan also called for the use of seeds, which you hardly ever see anymore. It was obvious that the goal wasn’t to make a low-maintenance garden. It has to be taken care of.”