At all costs, we avoided computer-generated stills or illustrations. We wanted customers to imagine themselves in the gardens showcased. We felt that garden envy would be the key to success.
Using white space and reduced copy, we pulled focus on what was important. Tell the story of what Langlea does well. We also did away with old user journeys and created new ones that allowed the user to enter a spiral of inspiration.
We eventually settled on less abstract layouts and created more compact layouts to reduce scrolling. The overall effect allows the user to absorb the content, be inspired and quickly get in touch.