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The fastest growing mobile gardening platform in the USA.


What started out as a seed of an idea has bloomed into a community of over 700K “Growers” who have submitted more than millions of photo ratings, while helping thousands of people identify plants and learn about what grows in their region.



We want people to share their garden to inspire more growing, promote plants they love, and help others steer clear of plants that don’t perform.
— Mason Day & Seth Reed, Co-Founders of GrowIt!


Plant Growers

For growers, especially new ones, it can be difficult to find and understand information on plants that would work well in a given location. Flowers that look great in a landscape in Texas probably won’t work on a windowsill in Seattle. People often resort to trial and error with plants, taking a gamble with their money. If their plants doing grow, it can be discouraging and make them think they aren't cut out for gardening, when really they just didn't have the right information and support.

Plant Retailers

In the horticulture industry, there is a lack of data about consumer trends and how the products are used leading to reactive management and little anticipation of future events. Growers focus on production and traders use their own transactions as the main source of information. Plant Retailers know who their customers are, but they don't know what they like. Without quality data about consumer plant preferences, retailers make uninformed and inefficient purchasing decisions.



We believe collaboration is the best path towards creating a great product, so we worked closely with the GrowIt! team during every step of the way. The result is a smoother development process and a final product that exceeds expectations.


The Solution

GrowIt! is different from gardening apps in that it is the first app to allow users to rate plants. These ratings are the lifeblood of GrowIt! Plants are an extremely local thing. That’s why GrowIt! uses geolocation to connect users with growers in their region, so they can learn and explore what thrives in their neck of the woods. Users only see flowers, vegetables, and herbs that have been grown locally and rated by their peers. This helps the next generation gardener make better decisions, so that their first gardening experience is a success.


The Brand

We developed a brand system that is bold, practical and memorable. The GrowIt! symbol represents both a plant marker and a map pin with a simple floral design inside.


The Experience

We designed the GrowIt! app to be friendly and inviting. Custom imagery and color schemes give the app a bright, floral feel while simple iconography and carefully planned layouts provide a UI that's easy to learn and use. Users can quickly pick up and begin using the app with no learning curve or frustration.

Interactive activities such as the Lurie Garden Tour offer unique, location-based experiences for plant enthusiasts. Additionally, our special Gro*wards system uses fun illustrations to encourage and reward users for using the app and add an extra layer of engagement and fulfillment to the experience.



Discover the right plants for your garden. Sort plants by color, light needs, and plant type! GrowIt! includes all plants, not just one brand.


Rate Plants

GrowIt! is the only app that allows you to rate plant pictures locally. By giving a picture a “Leave It”, “Like It”, or “Grow It” you can finally voice your opinion on specific plants.


Upload Pics

Upload pictures of your favorite plants to show your neighbors how great they look, or upload a picture of one of your least favorite to warn people!


Follow other users for gardening inspiration and ideas that work well in your area. See photos and comments of gardeners in the same area using geolocation technology.


Use the comment field to ask users for help, or simply to compliment their plants!



Help fellow growers by suggesting a name to identify the plant. Become the plant genius in your area!!! Plants that need suggestions will have a "Help Identify" tag on them.



With Gro*wards you earn points for engaging with the community.  Anytime you add a plant photo, ask a question, comment on a picture, take a tour, or invite friends to the community, your Gro*ward level increases and the seemingly never-ending vine sprouts into life!



GrowIt! began as an iOS application distributed through Apple’s App Store utilizing Parse for storage and persistence mechanism. We used the API and iOS framework provided by Parse as a means of data delivery to the Parse data stores. Adhering to the Parse terms, the GrowIt! work was protected by the privacy policies set forth by Parse. GrowIt! allowed for user accounts and Facebook authentication. We are able to leverage the security built in to both the Parse authentication process as well as both the Parse and native iOS Facebook integration points.

As we migrated our client off of Parse to a custom Ruby on Rails solution, our backend team developed a suite of APIs and a database schema to ensure the data was protected. Working with our hosting provider, taking this client to the next level of their product required one-way encrypted passwords as well as SSL certification to ensure API payload is secure for some common attacks.  As the client needs grow, we will explore more robust privacy solutions. As products grow, the need for thoughtful security and privacy plans becomes more and more important.


Grass-Roots Marketing

This movement didn’t happen by accident. The GrowIt! team has been dedicated to listening and engaging with the community, generating many connections and conversations across key industry channels. This dialogue has directly impacted updates to the platform including: Plant identification, Improved search, optimized photo uploads, more robust profiles, the ability to create projects and the Gro*wards program to recognize achievements and provide encouragement along the way.

Social Media

GrowIt! is a social app that seeks to also provide a service to people looking for great plants. By utilizing various paid and unpaid social media content we seek to connect with people already talking about plants on different networks and bring them to ours by offering them “just a little bit more” than what they can do currently.

Tech Blogs/Features

We’ve all seen a million “different” automated email companies. The story is getting boring. However, the story behind GrowIt! is not. It’s an idea that seeks to completely revolutionize the consumer plant industry. That makes for great news especially in tech circles seeking for something completely different to report on.

Garden Writers/Bloggers

Every garden writer writes about plants all year long. They’ve been writing about the new color of geranium forever. GrowIt! not only gives them a chance to showcase something new and different, but it also gives them another outlet to showcase their plant knowledge.

Garden Centers

We give garden centers an outlet to reach more customers in their local area, and in return they promote GrowIt! to all of their customers who are already buying plants. Landscapers promote the app by using it with their customers to select a product that will work and that the customer likes.

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Branding + Strategy + UX + Design + Mobile Development ( iOS / Android ) + Beacons + Web Development (Rails / Frontend) + API Development + Analytics




Davey 2016 Silver Award: Mobile Apps/Sites-Lifestyle & Mobile Apps/Sites-Social