Featured Project
Donny’s Specialty Fertilizer
Website
Donny’s Specialty Fertilizer is an American company that produces eco-friendly fertilizers for turf and ornamental plants, sod farm production and general agriculture. The company is U.S.-based which is unique in this space and an important selling point. The tagline “An American Company” emphasizes this point. The goal of the website design was to create a comprehensive location to house information about each of the company’s formulations. More than just an online catalog, we wanted the website to evoke an emotional response and feelings of a connection to the land for American farmers producing grass, ornamental plants, and food crops. Most ag-related websites are designed to be very masculine. To make the site stand out, we chose beautiful imagery, elegant fonts and wrote original text that not only tells the story but also touches on the soul of farming. The design had to tie all of these elements together. We believe we succeeded.
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The Brand
Donny’s Specialty Fertilizer speaks to the heart of the American dream and the hard-working individuals who pursue it. By incorporating the American flag into its branding, Donny’s connects directly with its core audience of farmers who produce turfgrass sod, ornamentals, and edible agricultural row crops. The fertilizer products are all made in America, sourced from mostly American raw materials, and utilize eco-friendly ingredients. The job of the brand is to demonstrate a commitment to American values and quality but with a clean, environmental twist. The brand’s distinctive, modern look, inspired by the flag’s colors, stands out in the agricultural market that is generally dark, bulky, and masculine. Instead, we developed a distinctive and modern aesthetic using the colors of the American flag while eluding to turf and ornamental elements in the curve that could be row crops under a pivot or the end of a roll of live sod, a barn, and a small plant that could be edible or ornamental. The brand works on all fronts.
