Propagation place website

Seedlings that help grow a thriving community

Propagation Place is a vibrant community business selling plant plugs that help support Bristol’s local food system whilst funding and delivering educational opportunities at St Werburghs City Farm.

The original brief for this project was to create a new website that mirrors the look and feel of the St Werburghs City Farm website. But as the audience was very different, I felt a unique visual identity was needed for Propagation Place. This meant the project grew to be much more than a website.

The earthy colour palette, hand-drawn fonts, rustic texture, logo design and illustrations help form its own identity with a subtle nod to the St Werburghs City Farm brand.

Propagation place - website

Website design

All branded elements were married together throughout the page designs. The honest and homegrown look and feel also reflects their friendly and passionate tone of voice.

Vibrant and earthy vegetables were presented on rustic wooden tables, I steered this new approach when selecting photography to support the design of the website and relate to the their audience’s lifestyles. Where as previously product imagery was stark and photographed in a photographic studio, which felt like an unnatural environment.

Propagation place - website 2

Propagation place - website 3


The illustrations introduced more human character and helped simplify the ‘How to’ steps when growing the plant plugs. Following the website design I created a suite of illustrations to be added to future online marketing materials.

Propagation place - icons

I worked with website developer Simon Brown on the website design and build