CASE
Gavita Industry-Specific Website
Company Snapshot
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Industry: Agricultural Lighting Technology
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Market: Global B2B, including horticulture, floriculture, and medicinal plant production
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Size: Leading brand in professional grow lighting, part of Hawthorne Gardening (ScottsMiracle-Gro)
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What they offer: High-end lighting fixtures and systems designed for controlled environment agriculture, serving both commercial growers and specialized markets.
Project Overview
Designed and developed a digital experience that effectively addressed two distinct audience segments: traditional agriculture (flowers & vegetables) and medicinal herb cultivation. The challenge was to differentiate the visual tone, messaging, and user flows for each segment, while staying true to Gavita’s overarching brand identity. In addition to the website, I also created newsletters and marketing campaigns for both divisions, each with tailored visuals and content strategy that respected the nuances of their markets but maintained brand consistency across all communications.
Role & Contributions
- UX/UI Designer & Digital Strategist: Crafted a dual-audience user journey.
- UI Component Library Development: Ensured scalable and consistent design.
- Branding & Visual Strategy: Balanced a corporate feel with target-specific messaging.
- Wireframing & Prototyping: Developed a conversion-optimized website architecture.
- Usability Testing: Ensured both audiences could quickly access relevant content.
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