Emerald Harvest

In 2018 I led the design of a new marketing and dealer location website for a hydroponic nutrients manufacturer.

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Role
Art Direction, User Experience

Agency
Gleason Creative

Client
Emerald Harvest

Year
2018

I was approached by the marketing team at Emerald Harvest to help bring their unique visual style to a refined, modular web experience. The goal was to create a new site that would allow them to showcase their products in a easy to digest format.

I started the project with a phase of art direction. Together with their tea we collaborated on mood boards and style tiles to refine a direction for components that everyone was satisfied with.

With the visual language settled upon I moved on to the task of a audit of their current site, refining their IA with collaboration form their marketing team, and exploring solutions for a CMS to meet their needs into the future.

The site uses large typography and wide colour blocks to play of the strong visual language present in their product label designs. I wanted to allow room to integrate their wonderful illustrations and have them help move the eye from section to section with strong editorial like overlaps. This became an interesting challenge as the site is very modular in its nature so ensuring these blocks could work anywhere became quite the task.