Randall Rozzell

Client

Landing page design for ALTO Garden Center

The Results

• ALTO is a local and small business in PA, and I wanted to take advantage of that and present a welcoming local garden center where gardening feels approachable, enjoyable, and community-oriented.
• I wanted to give them a unique and art driven hero section that didn't just sell products, but invited the customer to view more. This isn't just a place to buy landscaping supplies, ALTO wants to provide classes and help their community.
• Most garden centers or home improvement websites are corporate driven and use color palettes of white and bright greens. I used deep greens, warm beiges and creams without overly saturating the design to paint a picture of growth and trust.
• The business is reopening so the challenge was to showcase what is available now and what's to come without hiding things from the customer. Extra sub-headings were needed as well as ivy dividers that help segment sections without being cheesy.
• I introduced the sections of the page early on with service cards and icons that help visualize what's to come, and I intentionally chose photography that showed the action of gardening and planting as opposed to smiling faces and boring products.
• Giving the classes and community events a large prominence helps the page feel more community oriented and helpful as well. They are not your typical plant store, and I tried to convey that.