Multidisciplinary Design
Lettuce Grow
My role involved a wide range of creative responsibilities, including marketing design, illustration, iOS app design, packaging, UX design, web design, and video editing.
Project Overview
Lettuce Grow was founded by Zooey Deschanel and Jacob Pechenik with the hope to give people access to fresh, clean, and unprocessed greens. Most of the food we see on grocery store shelves have been processed, sprayed with chemicals, and is far from fresh by the time it reaches our tables. Lettuce Grow provides growing tower referred to as “Farmstands” and monthly seedlings to give consumer access to clean, unprocessed food, while decreasing transportation emissions, reducing water usage, and recycling ocean-bound plastics.
Role & Duration
User Experience Design
User Interface Design
Marketing Design
Illustration
15 months contract
Getting Started
Lettuce Grow was first established as a B2B company, with multiple clients all over California and Texas. One of those clients included California State University, Long Beach where I first encounter the Farmstand. I was fortunate to be part of the team that help convert the the company to B2C in less than a year. As as the company expanded word of mouth marketing helped get the consumer’s attention which is why we decided to create a”Waitlist” campaign early in the conversion process.
The campaign included an online form as well as multiple print and social marking ads. Within 24hr of launching the waitlist website we had over 200 subscribers. The “Waitlist” campaign lasted a month and soon after we launch the consumer facing website.
Beyond a Website
As part of the creative team, I was involved in multiple different marketing and creative decisions. Within a few months, myself and a iOs developer created the “Lettuce Grow App” which included plant ID. We took over a thousand images to develop our identification library and allowed user’s to shop and track their Farmstand all from one app.
One of the greatest things about working in a start up was that I was fortunate to work on various projects which included print, product design, web design and multiple marketing materials including social media post and email blast. I also learned how to communicate with print shops, conference coordinators, developers, and present my ideas directly to the CEO and CTO.
Explore More
Here are a few more case studies you might find interesting
