Engaged. Connected. Empowered.
Social Media Collective PHL
Harvi Gardens brings the farm to your table, even in the smallest spaces. Made in the USA with recyclable, food-grade, high-quality polymer, the modular stackable design of Harvi Gardens creates a system that helps aspiring and seasoned gardeners start small and grow big.
Brought to life through 20nine Ventures, a stand-alone brand incubator, Harvi was still becoming a reality when I joined the team. With a loose style guide and developed prototype, I saw the opportunity to take the reins and push the brand’s vibrant and modular aesthetic as we moved toward an official product launch. I dove in and tackled numerous tasks — website redesign, thoughtful social media planning, lifestyle and studio photo art direction, etc.
Role
Creative Director & Lead Designer
Created at Athena 𝄪 2025
Deliverables
Brand Strategy
Visual Identity
Social Media Templates
Event Signage & Merchandise
Team
Creative Direction: Lindsay Muir
Supporting Design: Lilian Crooks, Mikayla Peles
Copywriting: Adrienne Mauro
Motion Design: Matthew Pete
Event Photography: Courtesy of Ralph J. Roberts Forum, Comcast 2025
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 took initiative to audit the site, working with Harvi’s Brand Manager to streamline the content outlines for every page. From there, I moved onto design, setting up style sheets and implementing a universal spacing system to create better balance and consistency throughout the website. Once we completed our studio and lifestyle photo shoots, we updated imagery throughout to better represent the garden bed and its use cases.
The Photo Shoot
To create an arsenal of imagery to use across digital and print, I planned a three-day photo shoot. I knew we wanted a candid, vibrant mixture of 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. Together with the supporting designer, we curated props, styled planted garden beds and posed talent, ending up with a joyful, approachable variety of photos to help launch the brand. Shoutout to Matt Mahoney, our photographer and lighting specialist, for helping us crush this photo shoot.
Ongoing Creative
Once the website went live, we redirected our efforts to building out and maintaining creative across various parts of the business: 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 →