Tea and Herb Essence needed an updated look to their online presence. It needed to serve as an online catalog, and virtual extension of their physical store front. But beyond the products, the site had to reflect the style and philosophy of the owners and their clients. It was important to communicate that they are not selling products, their selling a lifestyle.

Sara's Superb Herbs was conceived by a nursery wholesaler who applied the Betty Crocker strategy to nursery products. As with Betty, Sara did not exist, but the public had to believe she did. The site needed to serve as marketing tool for the products but also a means of communication between the fictional Sara and her customers.

New England Grows! is the largest nursery trade show in the east. As an annual event, the website underwent a complete redesign every year. Eventually, this design was implemented where the colors could change according to the poster art that was created every year and yet the overall design and function would remain the same.