2025
Timeline
8 weeks
Services
Branding, UI / UX Design
The Team
Bowdyn Green*
Graphic Designer
Amisha Ganda
Interactive Designer
Lucca
Interactive Designer
FloraLink is a hybrid gardening experience that merges physical community gardens with a digital platform.
It aims to engage New Zealand Youth (ages 12-18) in sustainable gardening by using augmented reality (AR), gamification, and social interaction to make gardening fun, educational, and community-driven.
Problem Statement.
Community Gardens are at risk.
Community gardens are at risk of decline without active youth engagement. As older generations manage these spaces, a lack of young participation threatens their future.
Our Mission.
a survey indicated that only 29% of all gardening households included individuals aged 16 to 34, suggesting limited participation in gardening activities among this age group. We want to raise this!
1.
Strategy & Research.
2 Weeks.
2.
Brand Identity.
4 Weeks.
3.
App Development.
2 Weeks.
4.
Launch Campaign
2 Weeks.
Strategy & Research.
Audience Insight: Rangatahi (young Māori aged 13–25), digital natives but deeply connected to heritage.
Cultural Context: Collaboration with Māori advisors to ensure tikanga and storytelling integrity.
Technological Integration: Exploring Spark 5G's real-time capability to drive augmented experiences.
Experience Mapping: Defined how users would move through the space—from entry, discovery, interaction, to reflection.
Target Audience
Competitor Analysis
User Journey
Revenue Potential
User Journey.
Step 1: Awareness
How do young users find out about FloraLink?
TikTok & Instagram ads showcasing the mascot, interactive challenges, and AR features & QR codes at school events or urban gardens leading to a fun, interactive sign-up page.
Step 2: On boarding
What happens when a user first joins?
Mascot-led onboarding → A friendly introduction guiding them through the app.
Step 3: Engagement
How do users stay engaged?
AR feature → Users can scan their plant and see a virtual version growing over time.
Gamification → Streaks, XP, leaderboard challenges (e.g., “Keep your plant alive for 7 days”).
Step 4: Rewards
What keeps users motivated?
Badges & achievements → “Harvest Hero,” “Compost King/Queen,” etc. Seasonal events & leaderboards → Competitions like “Spring Grow-Off” or “Who Can Grow the Tallest Sunflower?”
Step 5: Long Term
What happens after months of use?
Users level up and unlock rare plant challenges. They can mentor new users in a community-based feature. FloraLink expands beyond individual use could become a school project or student-led gardening initiative.
Brand Identity.
Morphic Logos.
A Nod To History.
The Idea behind the brands multiple logos came from the design / art style of classic fruit stickers found all over the world in the local supermarkets. These stickers primarily consist of an image of the fruit along with a brand name or tagline.
Logo Minimum Size.
When significantly reduced, the logo will become illegible. These are the pixel size units we recommend staying within to preserve the quality of the logo
Logo Dont’s.
A few rules are necessary for maintaining the integrity of the brand. Don't compromise the overall look of the logo by rotating, skewing or distorting in any way -that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. here are a few examples of some ways you should never ever consider using the logo
Colour Palette & Type.
Typography is the visual embodiment of the brand's voice and personality. We use a blend of typefaces to ensure readability, establish hierarchy, and convey our values.
Brand Guideline Document.
Advertising To Youth.
Tiktok.
App Development.
Making The Mundane Fun.
Developing the App
Working together with the groups Interactive Designer I created Hi-Fi designs that fit our brands identity.
Launch Campaign
Morphic Logos.
Our team created a full campaign to celebrate the launch of the FloraLink app including physical seed packets and collectible cards.
Seed Packets
A promotional box that is given out in schools to help get the attention of kids and their parents.
Collectible Cards
Users earn cards through various activities in the app and physical cards to be earned inside the seed packets.
