Branding / UX Design / Development

A complete design and development process to help Leafworks to build a better botanical world

Service design
Content production
UI/UX design
Website development
Packaging design

LeafWorks San Francisco

Testing and transparency: when and where everything started

It was 2015 when the New York Attorney General discovered that several products from the top herbal supplements on the market did not contain the plant ingredients written on their label. From that point, Leaf Works has started to develop a useful solution: a DNA-based verification process of top herbs on the market that can improve consumer’s confidence in what they are buying, selling or consuming.

LeafWorks mission: boost user confidence

Being experts in herbal genetic, Leafworks mission is to improve brand security and consumer confidence in plant-based products. They strongly believe that providing accurate DNA-based verification tools is the right way to maximize safety, steward sustainability and truly honor herbal culture. An extra advantage? Build a better botanical world.

Design a process to provide complex service through an easy access web platform

First thing first: the discovery phase

The first phase was dedicated to the research and the understanding of the market in which Leaf Works operates. An immersion in the plants, the bushes and the DNA world has allowed us to get to know in depth Leaf Works, their mission, their vision and their key words.

Furthermore, we focused on their business model to understand and help to define which was the customer journey and provide the right solution to design the service, the web the platform and define the communication goals.

Taking care of the creation of the entire service strategy of Leaf Works, the study and design of the customer journey was a must. This is why we have thoroughly studied all the steps that each user must face to get to the certification of their product.

Consistency as a key to create Brand Identity

Each activity has been designed and structured in a harmonious and consistent way, characteristics made possible thanks to a total knowledge of LeafWork, which we have followed since its early stage. This privilege has allowed us to define a brand identity that stands out for its solidity and recognizability. An identity that benefits from an unmistakable visual communication that plays on the values and symbols of nature, organic and sustainability.

Vibes, style and details


Natural colors, organic paper, details of leaves that are repeated in different sections, create a strong continuity in all aspects of communication. This has led to a strong, solid, clear and highly recognizable brand identity. Thanks to the style created, LeafWorks can be inserted – even just through the visual communication - in the world of natural, biological, sustainable and ecological vibes.

Create emotions in the 3D world


We believe that, often, the images are worth a thousand words. But when the words come together with the images and blend with music, through well-studied techniques, the emotions that can be created are unique. This is why we designed a 3D video that would help users to immerse themselves in the world of nature, research and knowledge. In short, in the world of Leafworks.

From storyboard to render

Every detail, every step, every word, every design was created in order to drive the users through the limitless word of genetic mapping of plants.

The drafting of the storyboard required the selection of text, music, images in order to create a journey to drive the user from the primordial soup to the modern present.

UX UI design

Discover Leafworks through a video divided in four chapters

The video is divided in four chapters and the user is brought to discover the mission, the services and the team.
Every CTA, organic and alive, is surrounded by some dots that, floating, create the forms of the DNA string.

Every page is an overlay, easy to close to continue the video. The cross section of the plant has been used as graphic element for all the corporate pages.

Once upon a time: the illustrations that create a magical atmosphere


Every plant currently mapped by Leafworks is present in an alphabetical dictionary located under the "species id test" section of the marketplace. In order to make this list as special as the activity of Leafworks, each description is combined with a hand-drawn illustration.

For each letter, all the available plants appear, presented in a non-rigid and linear, but hurried and natural style: everything that is on the website creates continuous movement.


Light background, noise effect and drawn leaves.

Light background, noise effect and drawn leaves, lead the user through the choice of the plant to be analyzed, the purchase of the tests, the explanation of how to prepare the material to be sent through the samples kit and, finally, the description of how to obtain the LeafWorks certificate.

The webplatform to purchase DNA tests

The user is invited to sign-up and access the marketplace. More than 60 kind of different species are listed, here is possibile to purchase the DNA tests to get the certification or contribute to the greater good of label transparency and accuracy for the whole industry

Resistant to the roundtrip: easy to go - easy to come.


Leaf Works needed to create a kit for enabling the collecting and the shipping of those plants that people collect and wish to have mapped. We provided a concrete solution to this need by developing a kit that not only responded to requests of practicality and functionality, but that at the same time communicated the value of Leaf Works.

This is why we have created a packaging characterized by organic material, natural colors, with the logo and some details of specifically designed plants. We were able to combine the right style with an eco-friendly choice: no plastic, yes recyclable material.