Eden
Eden is an AI-powered, full-service landscaping company based in San Francisco. It compresses a 12-plus-month, $150,000-plus process into weeks, starting at $20,000 for backyards and $1,000 for sidewalk gardens.
We built their brand strategy, identity, and launch website; designed the full product experience; wrote the copy; defined the AI agent at the heart of the platform; and delivered the go-to-market strategy. One of our longest-running and most complete engagements to date.
Jed and the Eden team came to us with a real product and a positioning problem. Landscaping as a category is slow, expensive, and opaque.
The brief was to make Eden feel like the obvious alternative: aspirational but accessible, high-end but honest, powered by AI without making AI the pitch. The positioning we landed on: the future of landscaping, designed to get you outside.
The visual identity centers on phthalo green, pulled deep and rich. Natural white for breathing room. The script wordmark carries authority without arrogance. In a category full of commodity brands, the mark is calm. The palette reads like the outdoors before a word is processed.
The illustration system is a custom set of hand-drawn botanicals built to feel like something that grew. They appear throughout onboarding, the marketing site, and the design review experience, grounding the digital product in something tactile. In a category that relies on photography of finished spaces, the illustrations communicate process: the idea of a garden before it exists.
The Lottie animation is the connective tissue of the site. A slow-moving botanical shadow in natural white, it runs behind the scroll-through sections and makes the site feel like you are 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. "Reimagine any outdoor space" names the promise.
The 3-step section makes it believable. The testimonial carousel shows real neighborhoods, real projects, real names. The "Get Started" button is never the first word.
The onboarding flow takes a customer from address entry to approved design without friction. Three curated design options surface with names, descriptions, dimensions, and live pricing. The estimate updates as the user moves through.
The CTA is "Save and Continue," not "Submit." A small word choice that says a lot about what kind of company Eden is.
The pricing UI makes the number feel earned, not dropped. A line-item breakdown, a what's-included list, a satisfaction guarantee. The design reduces the anxiety that a five-figure outdoor project naturally creates. Transparent by design.
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.
Little Plains didn't just design the screens. We helped define the agent itself: its tone, persona, behavior rules, and design principles. The brief for Eden Intelligence was to position AI not as efficiency technology but as life enrichment.
The reference points were "Hey Mercedes" and Ralph Lauren's "Ask Ralph": an AI that functions as a brand ambassador, not a chatbot. Warm, confident, and never in a hurry.
The GTM strategy centered on a grassroots neighborhood play. Branded crews and vehicles. Yard signs with QR codes linking to a micro-landing page. Installs timed to Friday through Sunday, when neighbors are actually home. The goal was to make one block say this is the street that Eden did, and let that do the work.
The site went live on November 22, 2025. The relationship started in early 2025. In between: brand, product, copy, GTM, and an AI agent with a fully documented persona. The dev side involved an external team and our own developer, who rebuilt the site from scratch to enable the motion. The core positioning still holds: designed to get you outside.
