Big Green
Branding Web design
Big Green is a national nonprofit working to improving education around how to grow a garden and increasing access to the necessary tools. They approached us at Studio Simpatico for help with a completely new website.
I led visual design for this project, from the concept work and visual directions, to the design of each individual page. I chose NaN’s Holo Condensed font in all caps as the new headline font across the site, which added an offbeat, bold, and characterful feeling to the site. A new color palette of punchy, organic-feeling shades softened the boldness of the font and brought to mind fresh vegetables like carrots, spinach, and sungold tomatoes.
To pair with these elements, our studio illustrator created bold silhouette-based illustrations with a textured feeling that further balanced the large blocks of color on the site, and we created a parallax effect so that when the user scrolls, the vegetable illustrations follow them down the page. The final element of the visual look is the animated sunbursts that peek out from the corners of the site, popping out to add contrast and visual interest, and lending a sense of fun and youthfulness to the organization.
The finished product
The visual design process for the NAC site was a joy to watch unfold. Through clever use of photography and a refreshed color palette, the team brought the wireframes to life. The new enlivened look was strengthened by the use of parallax scrolls and subtle animations that were added during the dev process.
NAC now has a home base on the web that tells their story and is a pleasure to use. They also let us know that post-launch, their “traffic has nearly doubled, our bounce rate has dropped by 22%, and we're seeing increased downloads of our research.” Check the site out here!
