Project Overview
Client: Harsco Environmental
Product: CrossOver Turf
Scope: Website design
Company: Adfarm
Role: Lead Visual Designer
Tools: Adobe XD, Illustrator, Photoshop, WordPress
Deliverables: Website, Visual Design System, Content Templates, AODA Compliance Implementation
Product: CrossOver Turf
Scope: Website design
Company: Adfarm
Role: Lead Visual Designer
Tools: Adobe XD, Illustrator, Photoshop, WordPress
Deliverables: Website, Visual Design System, Content Templates, AODA Compliance Implementation
The Challenge
CrossOver Turf is a durable turf solution engineered for high-traffic areas such as construction sites, parking areas, and environmental remediation zones. Harsco needed a modern, responsive website to communicate the product’s technical benefits, use cases, and environmental impact, while improving lead generation and credibility.
Desktop and table version of home page with the new image
Tablet version of home page, product pages, product information, news page
Strategy & Approach
The website was designed to prioritize clarity, easy navigation, and lead generation. Key goals included creating a visual hierarchy that balanced technical information with compelling product storytelling.
Design Direction
The website design featured:
A clean, modular layout system optimized for desktop, tablet and mobile
A color palette of green, brown, and red to represent agriculture and environmental stewardship
Clear typography to improve readability of technical specs and benefits
Interactive elements such as downloadable product sheets, information sheets, and contact form
High-quality photography showing real-world product applications
Collaboration and Process
I collaborated closely with our project manager, marketing manager, design director and developer to ensure smooth handoff and accurate implementation. The process included iterative design reviews and user testing to refine usability and visual impact.
Outcome and Impact
Launched a distinctive brand identity that positioned CrossOver as a leader in sustainable turf fertilizer and professional turf.
New site and collateral enhanced user engagement and made product information, data, and sales sheets more accessible.
Improved sales team effectiveness and supported partnerships with municipalities and sports organizations.
Strengthened Harsco’s environmental brand presence, aligning with corporate sustainability goals.
