Decker’s Nursery

We provided
Identity Refinement
Website Design‍
UI Design Kit
Art Direction

Decker’s Nursery is a locally owned, full-service garden center, located in Greenlawn, New York. They have decades of experience in horticulture and a passion for sharing knowledge and best practices to guide customers on bringing nature into their space.

Team involved
Russel Quadros
Design & Direction
Shane Riley
Front-end Development


How can an online experience increase awareness of their expertise, as well as support strategies that will grow their business, and continue to build customer trust and loyalty?


Prioritize educational content over product sales, and present the business with an expert brand and design system that allows them to grow their site and manage scaling up.


Strategy Development

We were provided a lot of early ideas and existing documentation, but also carried out our own Brand Audit, Competitive Analysis, Industry and Audience Research. Our understanding was distilled into a Site Architecture, Content Outline, Wireframes, Visual Moodboards, and a Visual Direction document.

Samples of presentation documents:
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Design Execution

Next steps involved making refinements to the existing brand identity and crafting a visual language that could influence the UI components and page designs.

Before and After of Decker's Nursery logos
Visual inspiration image showing type choices derived from logos
Visual inspiration image showing design elements derived from logos
Image of custom icons for interface and social media
Animation of custom icons
Collage of navigation UI components
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The website recently soft-launched, so data-driven results are still to be determined. However, there are plans for measuring changes in customer behavior: website traffic, online purchases, online subscriptions (loyalty program & email list), as well as changes to traffic in-store. This project has also initiated changes to process and organizational improvements within the business and behind the scenes.

I can’t thank you enough for all of your help with everything. You’ve been amazing! I’m so excited about where you’re taking us on the branding and design side of the business and I’m truly looking forward to the upcoming year. I think we have an awesome opportunity and can’t wait to work with you some more.

— Conrad Decker

This foundation has defined consistent visual design systems for their brand identity and website, which will continue to improve their brand perception over time. It also provides guidance for implementation in marketing and o​t​h​e​r brand efforts (like email templates, and a new van wrap).

Discover our design process →Ready to start a project? ↓