Treadlight Farm
We created an e-commerce store for a growing native plant nursery, rooted in strategy and a highly functional user experience.
Following the website launch, organic search visibility grew steadily, generating 7,400+ impressions and 700+ clicks from Google in the first six months, and won a GDUSA Digital Design award.
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Treadlight Farm is a farm based in the Hudson Valley, that specializes in cultivating certified organic native ornamental plant plugs and cut flowers. Their mission is to deliver top-quality flora while keeping our environment and community at heart.
Treadlight Farm came to us ready to build a highly functional and modern e-commerce experience that could support their growth and serve multiple audiences and purposes at once.
We worked with them as a strategic partner during a pivotal moment for their business, as they evolved from a successful wholesale cut-flower business into a dual-operation: a cut-flower farm and a full-fledged native landscaping plant nursery for both wholesale and retail customers.
Our work focused on strategy, visual identity expansion, UX design, and a full website design and build, creating a refined, custom Shopify experience tailored to their B2B customers, with the flexibility to serve retail buyers as well.
The new site balances storytelling with utility, guiding visitors through clear touch points. The user experience prioritizes clarity, accessibility, and a seamless buying process for both markets.
Rooted in Treadlight’s values of ecological responsibility and transparency, we used clean typography and soft, natural tones, and straightforward language, to reflect their integrity and professionalism.
This strategic refresh and new webstore clarified their dual offerings, emphasized their organic standards, and established a cohesive, future-ready digital presence, allowing Treadlight Farm to grow sustainably while remaining true to its roots.
UI & UX Design
Creative Direction
Visual Identity System
Brand Guidelines
UX & WEBSITE DESIGN
We worked with Treadlight to strategize and plan a user journey that would highlight both sides of the business—their established wholesale cut flower business, which they don’t have a strong need to acquire new customers for, and their newer wholesale and retail native plant plugs business, which they do need to acquire new customers for—all while moving customers towards a primary call to action of purchasing and pre-ordering plant plugs as they seek to grow that side of the business.
We created a highly functional shopping experience that meets the needs of wholesale and retail customers alike, including multiple filtering systems, shop views, and clear, and iconography, all to help the buyer plan their landscaping project with maximum ease and support.
