Redefining the "Greener Side" of Synthetic Turf
CHALLENGE
The artificial grass market is often seen as industrial and utility-focused. MegaGrass needed to break away from the "hardware store" aesthetic and establish itself as a premium, eco-friendly lifestyle brand. The goal was to create a cohesive visual identity that felt both high-end and accessible to homeowners and commercial developers alike.
ROLE
As a Lead Designer, I was responsible for the end-to-end look and feel, including:
Logo Design & Brandmark
Custom Iconography System
Brand Guidelines & Visual System
Digital & Print Layout Design
The "mg" Identity
The brand identity was built on a foundation of modern minimalism to shift the perception of synthetic turf from a hardware commodity to a luxury home improvement.
The brand identity was built on a foundation of modern minimalism to shift the perception of synthetic turf from a hardware commodity to a luxury home improvement.
The "mg" monogram uses lowercase, sans-serif typography to convey accessibility paired with modern sophistication.
By utilizing a deep charcoal/near-black against a clean white backdrop, the identity mirrors the branding of luxury tech and high-fashion labels.
The logo is designed to function as a compact brand mark, allowing it to sit elegantly within mobile interfaces and product packaging without cluttering the visual field.
Custom Iconography & UI
To cater to a high-end demographic, the information architecture needed to be clear and visually rewarding.
To cater to a high-end demographic, the information architecture needed to be clear and visually rewarding.
I designed a custom set of line-art icons—megapet, megalawn, megagolf, megaplay, megaporch, and megasport—to help users self-identify their needs instantly.
The layout prioritizes 3D product renders and high-quality photography, ensuring the textures of the grass are the focal point of the mobile shopping experience.
The UI features a clean, systematic checkout process with clear typography for pricing, shipping, and product specifications like "Face Weight" and "Blade Height".
Color Precision
The palette shifts away from "industrial" tones toward a luxury-tech aesthetic.
The palette shifts away from "industrial" tones toward a luxury-tech aesthetic.
A vibrant living green accent that breathes life into the brand while maintaining a premium feel.
The deep plum & charcoal replaces harsh blacks with a sophisticated, softer depth that feels more "designer" than "utility."
The minimalist white space creates a "boutique" digital experience, letting the high-end product textures stand as the hero.
Typography
I paired Montserrat and Poppins to balance architectural authority with a modern, "app-first" warmth.
I paired Montserrat and Poppins to balance architectural authority with a modern, "app-first" warmth.
Montserrat for Identity: Used for the "mg" monogram and headers to provide a wide, stable stance that feels established and elite.
Poppins for Utility: Its perfectly circular forms ensure technical specs are effortless to read on mobile, keeping the UI feeling airy and sophisticated.
Montserrat and Poppins shifts the brand from "industrial" to "lifestyle," creating a polished hierarchy that speaks to a high-end demographic.
RESULT
The design system transforms a technical purchase into a lifestyle choice. By using a clean, systematic layout, we provide the 'Elite' customer with the confidence that they are buying a precision-engineered product for their home.