Longleaf Landscape Co.
Design study for a lawn care company whose homepage is a year of yard work.
A design study. Longleaf Landscape Co. is a made-up business, so the copy, prices and details are invented to show how the design works.
Overview
Project overview
A made-up landscaping and lawn care company in Wilmington. Homeowners want to know what the crew does and what it costs, so the page opens on a twelve-month strip of the yard's year and then gives a ballpark monthly price and a form to ask for a free walk-through.
Approach
How I approached it
This is a design study for a landscaping company I made up. A lawn care customer is really buying a year of visits, and most companies never show what those visits are. So the homepage lays the year out as twelve columns, January to December, and says what the crew does in each month: pre-emergent in February, fresh pine straw in March, weekly mowing from April through September, aeration in October, leaves in November and December.
Each column is a small piece of lawn. It grows taller through the summer and shrinks in winter, it turns from dormant tan to deep green and back, and it is mowed in stripes, one for every visit that month. A red marking flag stands in the current month, which is open when the page loads. On a phone the strip turns into a sideways scroller that snaps to each month.
The page’s job is a price and a walk-through. The price check takes a lawn size and four add-ons and gives a monthly range, labeled plainly as a ballpark, and that number goes into the walk-through request so nobody has to retype it. Everything else stays quiet: a pine canopy photo crossed by a solid green band, the services in two groups, and the towns the crew covers.
What was delivered
Deliverables
- A twelve-month strip of yard work for the Cape Fear climate, opened to the current month, with each month's jobs a click or an arrow key away
- A ballpark price check: a lawn size slider from 1,000 to 20,000 sq ft and four add-ons, giving a monthly range billed the same all year
- A free walk-through request form that carries the ballpark with it and asks for a weekday and a morning or afternoon
- Services split into work done on a schedule and work priced per job, each with plain prices where there is one
- An on-every-visit list, a licensed and insured line, and the service area as a plain list of four towns
Key decisions
- Each month is a slice of lawn: its height follows how fast the grass grows, and it is mowed in one stripe per crew visit
- A red clay marking flag, the kind crews push into a lawn, is planted in the current month
- One typeface, Rubik, from 400 to 900, in longleaf green, pine straw, sky and bark