Turf Company Branding + Custom Website

The Prototype

The Brief:
Madison Turf Farms not only grows their own sod, but is able to handle residential and large scale commercial landscaping and sprinkler projects. Their business had mainly been in the realm of winning government bids to do larger projects. However, they wanted to expand their reach to more local B2B and B2C efforts. To do this, the company needed to rebrand towards the right audience and create an online presence. 

The Process:
As the creative lead on the process, I worked hard to align our team on a strategy for branding to start off the process. We identified that the focus for their branding should be more of the DIY residential customer, considering the business did well with B2B referrals and government bids. Its the direct consumer that needed to be won by the online and local competition. From there, we came up with stylescapes to communicate who the business was to the right audience. The customer chose the concept I created to be the direction for design. Me and another designer created brand concepts based on that mood board. The chosen concept centered around their main product for sale, sod. The mark eludes to strips of sod, with one being rolled up. The strong color palette was another distinctive piece that made Madison Turf standout from the competition. 

Once we finalized the brand, we moved on to the website. We knew the client wanted to create an ecommerce site, somewhere someone could easily buy sod themselves or request a quote of one of their many services. We built the sitemap (in Figma) around these needs in mind and some custom interactions.

For the main custom interaction, we knew we needed a sod calculator. Many of their competitors had calculators on their sites to help customers figure out how much sod they needed. We knew we needed something similar on the Madison Turf site (especially since this interaction alone could bring in good SEO traffic), but we wanted to make sure it was much easier and intuitive. I worked with devs to map out the features I knew we wanted to build and built that interaction with their thoughts in mind. 

For wireframes, I designed with all best ecommerce practices in mind. Making sure CTA's were abound, making sure all roads went to either a quote or product. I knew we were going to pitch to the client creating custom content for them (video and images) so I made sure to build with those types of features in mind.. even in wireframes. 

The Result:
The full designs are currently underway of the site. We do not have final images and videos, but copy and designs are fairly finished. The client has been very happy thus far with the work. So we're very excited to share the client the website progress. Once we have final approval and assets, this site will be developed in Webflow. 

Creative Director, UI/UX Designer