Greg
People don't just care for plants.
They build relationships with them.
Turning plant care into companionship.
When Greg invited me to lead brand strategy, they were building an AI-powered app designed to help people keep their houseplants alive.
The technology was impressive, but I wanted to understand something even more important:
Who were these people?
After spending time with users and researching different plant communities, one thing became impossible to ignore. These weren't casual hobbyists.
That idea quickly expanded beyond messaging into product strategy.
Rather than simply displaying plant data, we explored ways to give every plant a distinct personality.
Together with the design team, we created playful animated companions that reflected each plant's health. A thirsty plant appeared sleepy and droopy. After watering, it became lively and expressive again.
Suddenly the app wasn't just reminding people to water their plants.
It was deepening the emotional bond they already had.
Over the course of a year, my work expanded from brand strategy into product thinking, UX, naming, messaging, marketing, and creative direction. It's the kind of engagement I enjoy most—where language doesn't simply describe the product, but helps shape what the product becomes.
People proudly called themselves plant moms and plant dads. They celebrated new leaves, mourned dying plants, traded propagation tips, and spoke about their collections with genuine affection.
Their plants weren't just decorations.
They were family.
That insight changed how I thought about the product.
Most competitors focused on solving practical problems—watering schedules, light requirements, fertilizing reminders, disease detection.
Those features mattered. But they all treated plants like objects.
I wondered: What if the app treated them like little living companions living in users’ homes instead?
“You're the reason we have a clear picture of what the brand can be and should be. You opened the door to an entirely new universe of gregdom for me, and I really believe we laid some serious foundation for seeing that vision through."— Greg's Lead Designer
”Thanks for everything you've done to open doors in our brains for what Greg can be. Feels like we took huge leaps forward in creating a unified, unique brand. It's been tricky to imagine while simultaneously building, and be able to step outside the headsdown-ness, but you helped us do that.”— Greg's Chief Product Officer