Growing a new kind of lawn care with instead

instead is a natural fertilizer and grass seed program that ships seasonally right when you need it. 

Working collaboratively with the instead team, we helped launch the brand as an omnichannel digital experience with an aim to change the way lawn care has always been done. Our work included a new Shopify website, a robust CRM and landing page strategy, and a creative campaign strategy with asset production. 

We designed the website to clearly communicate the story of instead and the key value props of natural lawn care. One of our key technical and design objectives was surfacing the correct lawn care plan for each user. To do this, we needed the customer to enter their zip code and lawn size. Our PDP designs account for the collection of this information without creating friction in the add-to-cart process.

Carrying this frictionless experience into essential email automations, we developed an in-depth brand on-boarding strategy that provides product education at critical points in the customer journey. Within the email ecosystem, we expanded on the existing brand style guide to create bespoke email designs. 

We continue to position the instead customer as the hero in our ongoing email and landing page partnership. We help instead provide subscribers with ideas and inspiration for how to enjoy their yards, instead of worrying about taking care of them.

During the campaign strategy phase of the project, we needed to showcase instead’s key differentiators. To prepare the brand for launch, we designed dozens of creative assets, including YouTube videos, along with messaging for both paid ads and organic posts. 

Check out the new website here.

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