Web Design · Product Discovery · Visual Storytelling
Role: Designer
Role: Designer
Pennington needed a complete lawn care website overhaul to reflect the quality of its products. As part of the design team, I contributed across visual direction, page layouts, product browsing, and Learn & Grow, helping create a desktop experience for seasoned gardeners and beginners alike.
With such a broad product range, the work was about more than making the site look good. We wanted visitors to understand what made each product different and feel confident choosing the right one for their lawn.
CHALLENGES
Many products looked similar at first glance, but served different needs. The challenge was to make those differences clear, organize an extensive catalog, and bring energy to a category that can easily become technical.
GOALS
Make discovery easier: Give visitors clear ways to browse by brand, product characteristics, and grass type.
Educate and inspire: Bring product information, seasonal guidance, and lawn care advice into an approachable experience.
ACCOMPLISHMENTS
Established a cohesive visual direction: Paired natural textures, rich color, and vivid imagery with a consistent page structure that connected the brand story to its products.
Organized the product range: Created meaningful categories, clear product groupings, and supporting information.
Created an educational destination: Brought tips, videos, and practical guidance together in Learn & Grow, extending the experience beyond product browsing.
HOMEPAGE & VISUAL DIRECTION
We wanted the homepage to feel connected to the work of growing a healthy lawn. Natural textures, rich greens, and hands-on imagery gave the design a grounded character, while a prominent brand story introduced the people and expertise behind Pennington’s products. Clear navigation balanced that visual warmth with an easy way to explore the site.
PRODUCT DISCOVERY
We organized the product library around the ways people choose grass seed: brand, characteristics, and grass type. Distinct product groupings and prominent packaging helped make a broad range easier to scan, while the textured background kept the experience rooted in lawn care.
LEARN & GROW
Choosing a product is only part of caring for a lawn. We designed Learn & Grow to make practical advice easy to explore, with tabs for lawn care tips, comparisons, technology, FAQs, and videos. Short summaries and clear entry points gave visitors a manageable way into a large amount of educational content.
THE PENNINGTON STORY
We carried the same visual language into the About Us section, connecting the product experience with Pennington’s history and expertise. Photography of hands, soil, and growing grass brought a human element to the page, while a consistent content layout made the brand story easy to explore.
CUSTOMER SUPPORT
The contact page continues the same page structure, giving visitors a familiar place to ask for help. We used a clear form hierarchy and a subject selector to organize inquiries, with additional contact information alongside the form.
Interested in working together?