Let’s Get Growing
Harvi Gardens
Harvi Gardens brings the farm to your table, even in the smallest spaces. Made in the USA with recyclable, food-grade, high-quality polymer, its compact stackable system helps aspiring and seasoned gardeners start small and grow big.
I joined the team via 20nine Ventures, a stand-alone brand incubator, just as Harvi was sprouting — armed with a prototype and a loose style guide. I stepped in to shape the brand’s vibrant, modular aesthetic as we moved towards a full product launch, leading creative efforts across web, social media strategy, lifestyle photography, and more.
Role
Art Director & Lead Designer
Created at 20nine
Deliverables
Website Audit + Redesign
Lifestyle & Studio Photography Shoot
Social Media Strategy & Design
Instructional Video Art Direction
Wholesale & D2C Marketing Materials
Team
Creative Direction: Kevin Hammond
Supporting Design: Liza Marino
Motion: Gianna DiAddezio
Web Development: Joe Zeoli
Photo & Video: Matt Mahoney
Brand Management: Jack Chacon
The Website
The first iteration of Harvi’s website was all over the place — inconsistent typography styles, lack of white space and an overabundance of content modules. I led a full audit, partnered with the Brand Manager to streamline content, and overhauled design with new stylesheets and a flexible spacing system. Post-shoot, we refreshed imagery to highlight real-life garden moments.
The Photo Shoot
To create an arsenal of imagery to use across digital and print, I planned a three-day photo shoot. I wanted a mix of candid gardening and getting dirty, fun flat lays, and clean ecomm product shots. Key aesthetics included natural lighting and embracing selective focus for an in-the-garden, immersive feel. Working closely with our photographer and designer, we styled garden beds, selected props, and captured vibrant, usable content for both digital and print.
Ongoing Creative
Post-launch, I continued supporting the brand: educating and creating awareness via social media, shooting an instructional video, establishing presentation style and wholesale materials, and executing a launch party at a community-based, nonprofit organization in Philadelphia.
Next Project: Rae’s Roots →