About
Greener Pastures Farm Sanctuary is a nonprofit organization in San Luis Obispo. They rescue abused, neglected, and unwanted farm animals and give them a loving place to live on their farm. They then teach children love and kindness through the animals.
This was a passion project of mine to experiment designing a website without using any photographs and only use typography to encourage website visitors to donate or get involved.
Process
Comprehensive Layout
I began with the two comprehensive's below, then got feedback from the target market of Greener Pastures. Most users felt like a combination of both with toned down colors would be the one they preferred. Each comp had multiple pages but I found that users preferred a single page so they found all of the information they needed in one place.
Color Palette & Type
Their current website is on the dark side and contains a lot of text so my goal was to brighten up the color palette and reduce the amount of text. For the new colors, I wanted to use a green hue to reflect the name and use more natural/neutral colors to reflect the farm feeling. You can’t eliminate all of the text because most of it was critical to Greener Pasture’s message; so I decided to use Open Sans paired with pops of Vollkorn to break up the text and guide readers down the page while still getting all of the critical information.
High-Fidelity Mockup
After testing the comps with different users, I redesigned the original comps. I used a toned down color palette of the second comp to give it a farm feeling, yet I still wanted to keep site modern looking. By using white space, sections, and typography I was able to use the natural colors while still giving the site an overall modern touch.
See the site → Greener Pastures Farm Sanctuary
