Project Overview
Client: Harsco Environmental
Product: CrossOver Turf Products
Scope: Website design
Company: Adfarm
Role: Lead Visual Designer
Tools: Adobe XD, Illustrator, Photoshop, WordPress
Deliverables: Responsive Website, Visual Design System, Content Templates, Implemented Accessible Compliance WCAG
Product: CrossOver Turf Products
Scope: Website design
Company: Adfarm
Role: Lead Visual Designer
Tools: Adobe XD, Illustrator, Photoshop, WordPress
Deliverables: Responsive Website, Visual Design System, Content Templates, Implemented Accessible Compliance WCAG
The Challenge
Harsco CrossOver is a soil-enhancing fertilizer designed for agriculture, horticulture, and professional turf applications. Harsco needed a modern, responsive, and accessible website that could clearly communicate CrossOver’s technical benefits and real-world use cases, while improving lead generation and reinforcing credibility with professional audiences.
Desktop and table version of home page with the new image
Tablet version of home page, product pages, product information, news page
Strategy & Design Approach
As part of a cross-functional team, I led the visual design of the website, focusing on clarity, usability, and lead generation. The design balanced technical information with compelling product storytelling through a clean, responsive layout optimized for desktop, tablet, and mobile. I applied a color palette inspired by environmental and agricultural contexts, clear typography to support technical specifications, interactive elements such as downloadable product sheets and a contact form, and high-quality illustrations showcasing real-world product applications. The final experience met both user needs and business goals while maintaining WCAG accessibility compliance.
Outcome and Impact
The new website enhanced user engagement and made technical information and sales materials more accessible. It positioned CrossOver as a leader in sustainable turf solutions and professional turf management, improved sales team effectiveness, and supported partnerships with municipalities and sports organizations. The project also strengthened Harsco’s environmental brand presence, aligning with broader corporate business goals.
Desktop version of home page, horticulture industry page, news section, product information download page
