Greenscape

As the simulated client already had branding and copy in place, this case study will show how I adhered to the brief, designed the logo and made design decisions for each section.

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Project Overview:

Create a website design that should feel organic and earthy, reflecting our eco-friendly mission, yet professional and modern. Tone: Down-to-earth, friendly, and reliable.  Target Customers: Homeowners and small business owners aged 30-50, seeking professional landscaping and gardening services to improve their property’s outdoor spaces.

Primary Objective:

Convey branding through web design

Explore art directions

Drive incoming sales

The Logo

Integrating a classic pair of gardening shears incorperates eco-friendliness of hand tools, using just man power, and the human touch of this friendly brand.

The Hero

The Hero section features an employee, with a name and smiley face to communicate the friendly tone. 
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Hand drawn eco-graphics impart the organic and eco-friendly mission, and the professional design to give off professionalism. 

The minimalist web design style checks the modern box.

To relate to the target customers, individuals who fit into the same demographics were selected for the featured testimonials.

The Process

I exploited the copy’s natural pyramid structure in centre alignment to add variety, while the user automatically knows where the start of the next line of text is. Following this I re-used the ‘three steps’ as boot graphics to subtly persuade the user to the CTA button. 

Everything to do with three is green and handwritten/drawn for the organic and friendly vibe.
This is to style the section cohesively.  The beautiful image below then demonstrates an example of what the end result of these three steps could look like for the user.

Testimonials

I used conversation bubble background graphics to immediately convey the purpose of this section, reducing cognitive load, and give a down-to-earth vibe.

The partyu popper graphic adds to the friendly vibe

Plans

I laid out the plans in a logical and easily digestible format. Using icons to indicate value to reduce cognitive load. 

As the project’s copy didn’t explicitly list what is contained in each plan I added the lists myself to give depth and attention to detail to the project

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