BroCo Turf.

Discovery & Industry Immersion

Understanding the highly specialised B2B market was the critical first step. I immersed myself in the world of professional turf management.

Stakeholder Interviews

Conducted detailed workshops with the BroCo Turf team to understand their technical expertise, product offerings, target clientele (from large golf courses to local landscaping franchises), & key differentiators (e.g., superior product knowledge, reliable service, parts availability).

Target Audience Analysis

Defined the core user personas: the pragmatic, efficiency-focused Grounds Manager & the detail-oriented, specification-driven Golf Course Superintendent. The needs for durability, performance, & technical support guided all design decisions.

Competitive Audit

Analysed competitors in the equipment supply space to identify an opportunity for BroCo Turf to own a position of unparalleled reliability & expert partnership, moving beyond a mere transactional brand.

Content & Service Mapping

Cataloged the extensive range of products (mowers, sprayers, parts) & services (equipment servicing, financing, delivery) to structure a website that could handle complexity with simplicity.

Brand Identity Design

The brand identity needed to communicate strength, reliability, & professional-grade quality, resonating with an audience that values performance over flash.

Logo Design

Created a bold, solid word-mark that feels durable & established. The iconography potentially incorporates a subtle, abstract reference to turf, precision lines, or mechanical parts, conveying industry expertise without being overly literal.

Colour Palette

Selected a foundational palette inspired by the profession: deep greens & light greens to represent turf, contrasted with a strong reliability & call attention to key actions.

Typography

I chose strong, sans-serif typefaces for clarity and a no-nonsense tone, ensuring excellent legibility in both digital & print applications, from product catalogs to site signage.

Visual Language

Developed a library of supportive graphic elements, such as lines, patterns, & icons, that suggest precision, growth, and machinery. Photography style guidelines emphasised action shots of equipment in use, showcasing performance in real-world conditions.

Brand Application

Designed a full suite of B2B collateral, including business cards, product specification sheets, ensuring a consistent & professional presence at every touchpoint.

Information Architecture

Developed a clear, logical sitemap that allows users to easily navigate by product category, brand, or application (e.g., Golf, Sports Fields, Lawn Care).

User-Centric Wire-framing

Prototyped key user flows focused on efficiency:

• Advanced Product Filters: Designed intuitive filters for equipment based on cutting width, power type, brand, & other critical technical specifications.
• Request a Quote Flow: A streamlined, multi-step form that captures essential project information, generating highly qualified leads for the sales team.
• Services & Support Hub: A dedicated section for service requests, parts lookup, & educational resources, positioning BroCo Turf as a full-service partner.

High-Fidelity UI Design

Translated strategy into a clean, professional, & responsive website design.

• Homepage: Clearly defines BroCo Turf’s value proposition with strong imagery, direct pathways to key product categories, & prominent calls-to-action.
• Product Pages: Template designed to showcase high-resolution images, & a clear “Get In Contact” button.
• Trust Building: Strategically placed testimonials, client logos, & certifications to build credibility with large-scale B2B clients.

Technical Execution

Built on a robust CMS platform.