Plants bring homes to life

I worked with Patch on two photoshoots to update and build upon the existing image library. The shoots included new plants, own-brand pots, bestsellers, and Christmas and gifting ranges. 

I opted for location houses that felt aspirational, but not intimidating. Homely, not hotel-y. I put the plants alongside ‘lived in’ props, like books, artwork and interesting accessories, set against a light wall to make the plants pop.   

The images helped contribute to the growth of Patch’s Instagram following, from just over 150,000 when I joined in May 2020 to 213k in November 2020.

Using the new imagery, I designed a number of social ads clearly showing the product and service, and inspiring people to purchase their houseplants through Patch, rather than a competitor. 

The horticultural industry can look old-fashioned and a little elitist, so I introduced an illustration style to help the brand feel modern, friendly and inclusive. I sourced and commissioned an illustrator called Miguel Ángel Camprubí. With my art direction, Miguel illustrated Patch’s first box design.

I gave their quarterly brochure an upgrade, transforming it into Patch’s ‘Plant Club Magazine’ – adding editorial content, to tell the stories of the amazing growers and inspire customers with styling advice and plant care Q&As.

After only two issues Patch saw a 20% uplift in direct mail opt-ins. The September 2020 Magazine went out to 80,000 customers and the November 2020 Magazine went out to over 90,000 customers.