Elly Gardens
Brand, art direction and a bespoke WordPress site—designed and built in-house for a premium landscaping practice.
- 01 Overviewp. 02
- 02 Briefp. 04
- 03 Approachp. 06
- 04 Visual systemp. 08
- 05 Selected screensp. 10
- 06 Voicep. 12
- 07 Outcomep. 14
Elly Gardens is a Brussels studio shaping private gardens, terraces and seasonal care. The old site read like a dense brochure—paragraphs stacked above tiny thumbnails. The brief: turn it into a publication where gardens lead the story.
Challenge
The team was losing qualified leads on mobile. Pages buried heavy text blocks above shrunk imagery—visitors had to read before they could feel the work.
Beyond performance, the brand felt off: craftsmanship is slow and meditative, but the site was loud and trendy. Editorial showcases looked corporate—templates interchangeable with competitors.
The founder ships a new garden every 6–8 weeks and couldn’t afford a dev brief each time.
Constraints
- 01Six-week delivery window ahead of the spring peak.
- 02Bilingual FR / EN with shared CMS content and localized routing.
- 03Mobile-first: ~70% of inbound traffic from Instagram.
- 04Self-serve publishing—no developer required for new garden stories.
- 05LCP < 2.5s on 4G mobile with ~2 MB average photography.
A grounded, natural palette built around contrast and warmth. The palette stays consistent across digital and print, so the brand feels the same at every scale.
“The site finally matches what our gardens feel like—calm, assured, impossible to scroll past. Quote requests took off across every service line.”
Concrete numbers from the first quarter post-launch. Photography first, copy second — and a CMS the team owns.
