Growing a Plant Brand Into a Digital Commerce Authority

The Sill came to Bear to redesign and rebuild their site around a single idea: help customers find what they need fast; whether that's a low-light plant for a north-facing apartment or a guide to reviving a struggling fiddle leaf fig.

We dug deep into how people actually use the site, reviewing customer personas, running surveys, and auditing the user experience end to end. The goal was to tie content and commerce together so tightly that learning about plants and buying them felt like the same effortless journey, and to cement The Sill as the go-to authority on all things plants and plant care.

The Sill had the products and the plant expertise, what they didn't have was a digital experience that connected the two well.

Customers arrived ready to learn or ready to buy, but the site made them choose. Educational resources lived in one place, shopping in another, and the path between them wasn't obvious. For a brand whose whole promise is helping people succeed with plants, that disconnect was costing engagement and conversions alike.

Before touching a single design file, we got to know The Sill's customer. We worked through detailed personas, ran customer surveys, and completed a full user-experience review to understand exactly how people move through the site; where they get stuck, what they're looking for, and what makes them stay.

That research became the blueprint. Every decision that followed traced back to a real customer need, not a hunch.

The Sill's transformation was never just about a fresh coat of paint. By grounding the rebuild in real customer research and tying content to commerce, we gave the brand a digital home that does double duty: teaching people how to care for their plants and making it effortless to bring new ones home.

The result is a site that reflects who The Sill really is; the authority customers trust on all things plants and plant care.