I’ve had the pleasure of working with Anova on three strategic initiatives. During that time, their brand has completely changed. When I first met the team (then known as Landscape Brands), they were a catalog-driven company known for comfort and quality, but not design. They wanted to maintain these values while becoming a design leader and forming stronger relationships with landscape architects. // Our first project was an industry-first iPad app in 2012. This was a new way for Anova to show their commitment to design rather than saying it outright. We created a calm, inviting interface where landscapes sprawl and people can mix and match benches, tables, chairs, and more. Later that year, we redesigned their print catalog. In addition to product photography and specs, we added an editorial layer. I approached design professionals and asked them to talk about a product they love, and why they love it. Selections ranged from dining room chairs to Mini Coopers. Themes of longevity, craftsmanship, purpose, and integrity emerged. The interviews were distilled into short essays that break up the product-centric content and invite reflection. // By 2015, Anova was ready to redesign their website. We wanted to strengthen the company’s position as creative leaders and problem solvers through more frequent blog posts and case studies. We wanted to build an interface that was more in tune with their audience’s needs, and that would generate new conversations with Anova’s sales team. Video and responsive design would work together to make the site feel alive and expansive. Our look is warm and minimal, influenced by the American modernism of Charles and Ray Eames. Above all, we wanted to show that Anova designs products for people that are built for life. // Our design solution is a sort of hybrid website: part digital catalog, part portfolio. The case study approach feels familiar to landscape architects and resonates with their needs. // Work completed at Grain. // Designers: Tyler Sanguinette, Matt Steel, Jason Tasso. Copywriter: Matt Steel. Project Manager: Wes Crook. Web Developer: Charlie Schliesser. Creative Director: Matt Steel. Tech Director: Jason Froderman.