Planted Souls Website
A high-fidelity website concept and visual direction for Planted Souls, created in Figma with the founder from early brand alignment through a clearer navigation and service experience.
Planted Souls · brand extraction, 2024
The brief
Planted Souls needed a website that matched a brand living mostly in its founder’s head. The real design problem was extraction before execution: getting the brand out of conversation and into a form a build could follow.
The palette below isn’t a proposal, it’s what came off the vision board and into the final screens: the marigold background, the forest-green headline ink, the sage buttons, the terracotta of the pots themselves.
How it went
Vision board first
Before a single screen, we built a shared Figma board of brand colours, type directions, and references, reviewed live with the CEO until “that’s it” replaced “sort of.”
High-fidelity mockups
I translated that direction into complete page layouts using the agreed colours, typography, imagery, and visual style, so we could review real screens instead of abstract descriptions.
The navigation pass
We walked through the existing site’s dead ends and ambiguous labels together, then reorganized the experience around how a first-time visitor would explore, learn, and get started.
Final Product
What stuck with me
Small-client work is a masterclass in listening. The CEO knew the brand better than I ever could. My job was building the instrument that let that knowledge become a website.