Strategically Rebranding a 40-Year Legacy

A brand refresh that felt both authentic and impactful.

— COLLEEN G.

The Client

Carney Irrigation & Lighting, formerly Rick Carney Irrigation, has been serving Northern Virginia homeowners and businesses since 1984. Founded by Rick Carney, the company has built a reputation for its professionalism, integrity and quality service. In 2022, under new leadership, the company sought to modernize its brand and marketing efforts. Their existing website was outdated and ineffective as the hub for their marketing efforts, and the company had never implemented formal advertising or branding.

To support this next chapter, Greene Marketing brought in Sharper Creative as a strategic design partner. Together, the two teams – who’ve collaborated since 2005 – combined branding, strategy and marketing expertise to deliver a cohesive and confident new identity for Carney Irrigation & Lighting.

What We Did

We executed a comprehensive brand transformation to create a unified, compelling identity that positions the company for long-term success. This deep dive enabled us to write with authority, capturing the full value of the services, their consumer benefits and what sets our client apart as the industry leader.

Conducted in-depth industry research through client meetings, employee interviews, job site visits and independent study
Developed a cohesive brand identity that reflects Carney’s expertise and high standards
Refined the logo with font and color selection to complement the supplied graphic
Designed a modern, user-friendly website to serve as the company’s marketing hub
Created a home show booth to enhance brand presence at industry events
Designed high-impact marketing materials including truck wraps, yard signs and sell sheets
Developed branded apparel for a polished and professional team appearance
Produced a 40-year service logo to honor the company’s legacy
Coordinated professional photography and videography to showcase expertise in action

What We Delivered

Logo Design (Font/Color Selection With Supplied Graphic)
Letterhead
Business Cards
PowerPoint Template
Branded Apparel (T-Shirts and Polos)
Website Development
Home Show Booth Design
Sell Sheets
Email Marketing
Email Template
Yard Signs
40-Year Service Logo
Truck Wraps
Print Advertisements
Photography
Videography

Key Messaging

MISSION STATEMENT
To make beautifying and maintaining your landscaping as stress-free, efficient and effortless as possible.

BRAND POSITIONING
Carney Irrigation & Lighting is Northern Virginia’s trusted partner for expert irrigation and outdoor lighting solutions – enhancing landscapes with efficiency, reliability and style.

BRAND PERSONALITY
Professional / Reliable / Customer-Focused / Innovative / Community-Oriented

The Results

The rebrand positioned Carney Irrigation & Lighting as a modern, forward-thinking company while honoring its 40-year legacy. With a fresh, professional identity and a strategic marketing approach, the company now stands out in a competitive industry, strengthening customer engagement and solidifying its presence in Northern Virginia.

A fresh, authentic brand.

“I’ve partnered with Sharper Creative on countless projects over the years, and they continue to deliver thoughtful strategy and standout design. For this project, we worked closely together to shape a brand refresh that felt both authentic and impactful for the irrigation and outdoor lighting industry. They took the insights we gathered and translated them into a cohesive identity, clear messaging and polished marketing materials. Carney Irrigation & Lighting now has a professional, recognizable brand that reflects their expertise and 40-year legacy.”