Eden

Eden is an full-service landscaping company based in San Francisco that leverages technology to offer an incredibly personal, and affordable experience. It compresses a process that often takes over a year, and costs over six figure into one that thats takes weeks and can be as low as thousands of dollars.

Little Plains built their brand strategy, identity, and launch website, as well as designing the full product experience, defining the AI agent, and delivered the go-to-market strategy. This was a long-running and rewarding experience of combining technology and nature.

Jed and the Eden team came to Little Plains with a real product and a positioning challenge; Landscaping as a category is slow, expensive, and opaque, how could cutting-edge technology change that?

The brief was to make Eden feel like a natural alternative: aspirational but accessible, high-end but honest, powered by AI without making AI the forefront. The positioning we landed on centered around introducing home owners to a new vision of landscaping; one more personal, affordable, and accessible.

Eden’s visual identity centers on Phthalo Green, pulling the color balance deep and rich. We countered this with natural whites to create breathing room.

For the custom wordmark, we wanted to create something calm, with heft, and a bit of forward-energy to it.

The illustration system is a custom set of hand-drawn botanicals based on real backyard sketches our team did. The illustrations appear throughout onboarding, the marketing site, and the design review experience, grounding the digital product in something tactile.

The illustrations are meant to help users feel a part of the landscaping process, they are building and sketching alongside the professionals.

Our Lottie animations of leaves gently sway are a connective tissue for the Eden digital experience. The slow-moving botanical shadows on natural white run behind the scroll-through sections, and are meant to help the user feel like they’re inside a space, not browsing one.

The site is structured as a slow build of trust. The scroll moves from aspiration to proof to action with "Reimagine any outdoor space" creating a tone of possibility.

Next, the three-step section makes that possibility feel believable. The testimonial carousel that follows shows real neighborhoods, real projects, real names to lend credibility to what seemed at first only possible. The "Get Started" button has now hopefully earned the user’s trust.

Eden’s onboarding flow takes a customer from address entry to approved design without unnecessary friction. We employed three curated design options with names, descriptions, dimensions, and live pricing and the estimate updates as the user moves through the experience.

The CTA is "Save and Continue," not "Submit." We found the small word choice made a nice hospitality difference.

The pricing UI makes the number feel earned, not forced. The line-item breakdown has a what's-included list to create transparency within a new process. This design reduces the anxiety that a five-figure outdoor project naturally creates. We focused on ‘transparent by design’ as a mantra for this part of the process.

The dashboard went through multiple rounds of design exploration: how to surface multiple design versions, how to distinguish active projects from saved designs, and how to show progress across the full build lifecycle.

The final direction separates "Active Project" from "My Designs" to give customers room to explore without relying entirely on versioning.

We helped define the tone, persona, behavior rules, and design principles for Eden’s agentic experience.

The reference points were "Hey Mercedes" and Ralph Lauren's "Ask Ralph": examples of complimentary AI shopping/browsing experiences that function as assistive brand ambassador, not as chatbots. The energy was designed to be warm, confident, and never in a hurry.

The GTM strategy centered on a grassroots neighborhood play. We designed yard signs with QR codes linking to a micro-landing page put up around San Francisco in real neighborhoods. The response was curious, welcoming, and led to a swell of inbound local clients.

Over the course of a year we worked on the brand, product, copy, GTM, and an AI agent with a fully documented persona. The development side involved an external team and our own developer, who collaboratively helped build the site from the ground up. We’re excited that he core positioning still holds: designed to get you outside.