Green Mile: total plant inspiration

Brand Strategy & Identity | Design System Creation | UX & UI Design | Homepage Design | Visual Language | Growth-Ready Architecture

Context

Green Mile is a digital hub for plant lovers—offering inspiration, care tips, and intuitive tools to help people grow and care for their own green spaces.

The project was a full-spectrum design challenge: I led everything from early brand thinking and visual identity to homepage experience and UX strategy. The goal? Build a digital space that felt calm, rooted in growth, and genuinely delightful to explore—without overwhelming new users or power hobbyists alike.

The challenge

Green Mile needed more than just a “pretty” landing page—it needed a holistic digital experience. This included:

• Establishing a distinctive brand identity and voice
• Crafting a modular homepage that balanced editorial storytelling with utility
• Designing a scalable design system to support future content and feature growth
• Balancing visual calm with usability and clarity
• Communicating a sense of organic discovery, without sacrificing structure

The process

I started by exploring how best to visually express the core themes of the product—growth, calm, and curiosity.

I developed a brand strategy grounded in nature’s forms: soft edges, gentle transitions, and subtle layering. The visual identity centered on organic shapes, muted greens, and a neutral earth-toned palette to evoke the feeling of a peaceful garden space.

Using this identity as a foundation, I created a modular design system that could easily scale across multiple page types and future tools (e.g. plant trackers, community stories). Typography, spacing, and component styling were chosen to maintain breathability and rhythm—just like in a well-kept garden.

The homepage had to serve both inspiration seekers and active learners. I designed it with a flowing, scroll-based structure that gently guides users from discovery to deeper engagement, using:

• Card-based modules with plant tips, tools, and editorial content
• Soft scroll-triggered animations to create subtle delight
• Microinteractions for buttons and search to give tactile feedback
• Clear navigation for future expansion (shop, tools, user guides, blog)

The result

The final result is a tranquil, immersive, and functional experience that speaks to both the beginner and experienced plant lover.

The homepage and design system are now set up to evolve—supporting not only static editorial content, but also planned tools like a plant care scheduler, wishlist, and local plant store directory.

Highlights:

• Developed and documented a full brand and visual system in under 4 weeks
• Created a homepage framework designed to evolve with product growth
• Laid the UX foundation for personalized tools in future phases
• Designed a digital space that users described as "inviting", "serene", and "refreshingly non-techy"