Green Dreams Landscaping
Website Redesign
2024–2025
Role
Design Lead
Services
Web Design · UX/UI · Visual Design · Design QA
Green Dreams Landscape Design + Build creates high-end landscape environments, from initial design through installation. The company wanted a digital presence that better reflected the quality of its work and gave its portfolio the attention it deserved.
I led the design direction for the website, guiding the team through the visual approach while working directly with the client to refine the experience and establish a direction everyone could get behind.
The Challenge
Evolving the brand online
The existing digital presence didn't fully capture the level of craftsmanship and design behind Green Dreams' work. The new experience needed to feel more considered and refined while staying true to the company's personality.
Letting the work tell the story
The portfolio needed to do much of the storytelling. The experience had to give projects enough space and context to make an impression without letting the interface compete with the work itself.
My Role
Led the design team and established the overall creative direction.
Guided the visual and UX approach throughout the project.
Reviewed and refined the team's designs to maintain consistency and quality.
Worked directly with the client to discuss design direction and resolve open questions.
Stepped in hands-on when additional design exploration or alignment was needed.
Supported design QA through implementation.
Key Decisions
01. Put the portfolio at the center
The experience needed to prioritize Green Dreams' landscape work, using the projects themselves to communicate the company's capabilities, craftsmanship, and point of view.
02. Create a more considered digital presence
The visual approach needed to feel elevated enough to reflect the quality of the work, but restrained enough that the design would support rather than compete with the imagery.
Design Solutions
Giving the work room to breathe
I designed layouts around the photography, using scale, spacing, and composition to create a more immersive way of exploring the portfolio.
Establishing a refined visual language
I developed the visual direction across typography, layout, and supporting details to create a more polished and cohesive experience while keeping the interface intentionally restrained.
Guiding the experience from concept to execution
I worked closely with the design team to develop and refine the experience, while also stepping in directly with the client when a more hands-on design conversation was needed. I carried that direction through the remaining designs and into implementation.
Impact
A stronger digital expression for Green Dreams
Created a more refined digital presence centered around the company's portfolio.
Established a clear creative direction for the design team and client.
Created a cohesive experience that allowed the work to remain the focus.
Helped bring the project to a client-approved design direction.
Maintained the intended visual quality through implementation.
Quantitative performance outcomes were not provided.