After 18 months of successful operation, eCommerce supersite Gardening Central approached us to refresh their brand and redevelop their website to meet the growing needs of a rapidly expanding customer base.

We opted for an evolutionary identity design which retains an echo of its predecessor whilst emphasising the key message “Gardening”, streamlining and simplifying the overall aesthetic. The result is something uncomplicated, adaptable and versatile, designed to sit atop, and be complimented by, beautiful imagery.

The response has been overwhelmingly positive and lead to an immediate increase in online sales.

With the advantage of a year and a half of website usage data, when it came to redesigning and redeveloping the website, we were able to determine how customers were interacting with the website, where they were abandoning checkout and detect weaknesses throughout the process and address them.

The project has included photography, web design and development, eNewsletter design, copywriting, a comprehensive style guide, flyers, business cards, catalogues, shirts, jackets, motion design, advertising, search engine optimisation, social media campaigns and considerably more.

Since our involvement, the Gardening Central YouTube channel (for which we have filmed and produced many videos featuring celebrities and experts) has eclipsed 200 000 video views, averaging almost 1000 video views per day, and it’s growing at an exponential rate.

Due to its rapid success, Gardening Central was acquired by Flower Power Garden Centres in 2010 and has become part of a much larger garden network which also includes Gardenbook – a social networking website for Australian gardeners. This has created further opportunities for Gardening Central with a presence in print media and in-store advertising/promotions.