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How Growtek put its new brand in Claude’s hands

Growtek sells sedum roofs and gardens from Bogense, Denmark. It set up its new identity in Archetype a month before the launch. Five weeks in, its team makes launch posts, datasheets and installation guides with Claude, and every page comes out in the brand.

Company
Growtek, family-owned since 2014
Sells
Sedum roofs, trays and hedges
On Archetype since
14 September 2026
Agents
Claude, Lovable
  • 44 → 80Check score for growtek.dk, on the old site and after the relaunch
  • 28 pagesof datasheets and installation guides, made in under four hours
  • 639 callsfrom agents to the brand, from 14 September to 19 October
  • 12 templateswith 52 pages between them: stories, posts, a landing page, an A4 library
01 · September

A new identity, written down

Growtek has sold sedum to builders and homeowners since 2014. This autumn it relaunched as a brand for the people who look at the roof every day: a serif for the headlines, a forest green called Skov with sand and chestnut beside it, and a pattern of quarter-circle Truchet paths.

The voice was written down as firmly as the colours. Five documents in Danish say who Growtek sells to, what it never claims, and how a sentence should sound. One rule sets the tone for the rest: argue against the black roof, never against another sedum supplier.

Alt det grå kan
blive grønt.

Everything grey can turn green.

The core message, from Growtek’s messaging document

SkovPrimary
SandSecondary
KastanjeAccent
AaNoto Serif 400
Headings, 40 to 80
AaStack Sans Text 300
Body, 14 to 20
Growtek’s brand as Archetype serves it: drawn here from its own tokens.
02 · 14 September

Set up once, read by every agent

The brand came into Archetype from the new identity’s Figma files and from growtek.dk: colours, type and spacing as tokens, the button, input, switch and slider as real HTML and CSS, and the social and document layouts as templates.

The photos were described and tagged, so an agent can ask for a pitched sedum roof in flower and get one. Then Claude was connected with the brand’s one MCP link. The first agent call came in three hours after the brand was made.

  • 39tokens: colours, two typefaces, 17 spacing steps and a radius
  • 34examples across four components, every state its own
  • 12templates with 52 pages: stories, posts, a landing page, an A4 library
  • 182of its 200 photos and PDFs described and tagged, so agents can search them
  • 5voice documents, in Danish, with what never to say
  • 1art-direction rule: a Truchet path never ends in the open
Everything in Growtek’s brand on 19 October, as the brief counts it.
03 · October

Launch posts in the new look

The new identity and the new growtek.dk went out in October. The posts that announced them, and the first product posts after, were made in Archetype’s Create from a prompt of a sentence or two each.

One asked for “a product title, a very short description, a price”. The serif, the colours, the photo, the logo and the 319 kr per square metre came from the brand.

LinkedIn post announcing the new Growtek and growtek.dkInstagram story for NordicMat, a sedum mat on a rollProduct post for the NordicMat sedum mat, from 319 kr per square metre
The launch post, a product story and a product post, as Archetype drew them.
04 · 15 October

Ten documents in one afternoon

Growtek’s datasheets and installation guides were still the old PDFs, ten of them, kept in the brand’s library. The brand also holds an A4 page library for this kind of job: 39 page designs, from covers and contents to step-by-step pages, tables and FAQs.

On 15 October Growtek’s own team asked Claude to remake them. Claude read the page library, picked the pages each document needed, filled them in from the old copy and saved each one back to Archetype. The first was saved at 15:38 and the last at 19:31: ten documents, 28 pages, ready to export as PDF.

  • Datasheet
  • Installation guide
  • Plant guide
15 October: 17 saves by Claude, re-runs included, from 15:38 to 19:31. Ten documents, 28 pages.
  • Cover of the NordicTray installation guide
  • NordicTray installation guide, page 3: five numbered steps
  • SedumLight datasheet: specifications beside a photo of the mat and felt
  • NordicMat guide, page 2: four things to know before laying it
  • Cover of the guide to the sedum species Growtek uses
  • Plant list: each sedum species with its flowering, colour and height
  • Cover of the SedumPlus installation guide
  • Care and maintenance of sedum plants, from delivery to the second year
Eight of the 28 pages, as Archetype draws them for the PDF.
“Our datasheets used to wait until a designer had a free week. Now I ask Claude, and the pages come back in our fonts, our green and our way of saying things. I redid all ten in an afternoon.”
FrederikGrowtek
05 · September to October

The website, checked against the brand

Archetype’s Check opens a page in a browser and grades it against the brand. On the old site in September, growtek.dk’s home page scored 44. After the relaunch it scored 80, and the seven product and information pages checked that day scored between 68 and 82.

Colour is still the lowest subject at 43, and every report names the values to fix first. That is the next job.

Off brandOverall adherence44%24 September
AlmostOverall adherence80%14 October
Old siteNew site
  • Typography3986
  • Components3082
  • Copy8888
  • Colour2043
growtek.dk’s home page, out of 100. The October report also grades logo (88), imagery (92) and sections (83), which the September one did not.

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