About the company
Earth Inc. is arguably Toronto’s most outrageously imaginative landscape architecture firm. They have pioneered countless new approaches to the notion of a garden, using rock, concrete, wood, metals in various states of oxidation, water, plants and dirt repurposed. They are so good they had their own TV series, Dirty Business, on HGTV for years. They are always too busy, always pushing themselves to invent something not yet done and always leaving an ever-growing legacy of out-of-doors creative achievement.
Earth Inc.’s partners asked me to write the third iteration of their website; over roughly ten years, I’d done the first two as well. They wanted a minimalist copy deck with strong, dry, witty, yet compelling headers that summed up the offering, in concert with the images over which these headers would live. They wanted a site that would make visitors ache to hire them. Not that they needed any of this, as their work is the ultimate new business attractant. The challenge was to top previous writing – up there with my best – and deliver something they’d buy into.
The landing page has a series of rotating images, each with its own headline and a short line of subordinate text below it. These were the hardest-working words. Each main section also has a simple headline, sometimes funny, sometimes contemplative. Earth is very big on bios – bios that make a mockery of the whole notion of the business bio. These were the only long copy sections of the site.
Paul knocked it well out of the park once again. He listens, takes notes, asks questions, delivers beyond expectations and on time. What more can we say? We especially love our bios… our knock-you-off-your-chair absurdist bios.
Partner, Designer, Earth Inc.
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