American Society of Landscape Architects
A large scale digital rebranding, website redesign, and digital design system.
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I was brought on to lead an extensive digital refresh for the American Society of Landscape Architects (ASLA). This involved an extensive discovery phase, audit of their current state, and an exploration of what could be.
In the early concept phase, I presented two completely different creative approaches to the ASLA redesign. One code-named "Seattle" and the other "Manhattan." The client and myself ultimately agreed that Seattle best represented what ASLA was.
The final deliverables included a fresh web design system that the client could run with, with a suite of reusable templates and components to bring life and consistency to their digital presence.
