Green Thumb

Greenthumb's founder, after spending many years working at major tech companies, wanted to build something more meaningful — helping preserve small farms that are disappearing and encouraging people to eat healthier, locally sourced food.

My role was to create a cohesive and welcoming brand identity for Greenthumb, a marketplace connecting consumers with local farmers and hobbyist growers.

The overall goal was to build a strong, recognizable brand that feels local, friendly, and rooted in quality and care.

Specifically, I was tasked to:

• Design a logo that feels fresh, trustworthy, and memorable.
• Choose a typeface that evokes a vintage, authentic feel.
• Develop a color palette that reflects nature, health, and sustainability.
• Define a graphic style that feels fun, warm and community-focused.
• Craft slogans to reinforce brand messaging.
• Design a landing page that introduces users to GT's mission and subscription.

The Greenthumb logo blends a sense of nostalgia and friendliness through its design. Inspired by vintage aesthetics, it uses a round, welcoming typeface based on Cooper Black, a classic font known for its warm, approachable feel.

To add a playful and authentic touch, the "b" at the end of "Greenthumb" transforms into a thumb-up icon — a subtle nod to approval, trust, and positivity. This small but thoughtful detail ties the brand name to its mission: celebrating local farms, hand-crafted produce, and healthy living.

The overall look feels nostalgic yet fresh, evoking a sense of community, care, and timeless goodness.

The Greenthumb landing page was designed to be welcoming, easy to navigate, and community-focused. It introduces users to the platform and helps them quickly understand the value of supporting local farmers.

• How It Works: A simple step-by-step guide to show how users can subscribe and receive fresh, local produce.
• Popular on Greenthumb: Highlights trending CSA boxes and favorite seasonal picks.
• Discover the Community: Showcases local farmers and growers, building a sense of connection and trust.
• Pricing and Plans: Clear and transparent options for CSA subscriptions, making it easy for users to choose what fits them best.
• Our Story: Shares Greenthumb's mission and the founder's journey to support small farms and promote healthy living.
• FAQ: Answers common questions to remove barriers and make getting started feel easy.
• Connect With Us: Encourages users to follow Greenthumb's journey and join the community through email and social media.

Working on Greenthumb was a great experience in bringing a brand to life from the ground up. Collaborating directly with the founder and engineers gave me insight into the early startup process, where every design decision needed to balance speed, clarity, and impact.

This project reminded me that even simple designs can tell powerful stories when they are rooted in authenticity and care.