Oregon Flora is an incredible repository of information on more than 4700 vascular plants across the state. Working closely with my client at Oregon State University, and ace developer Arthur Parker, I completely overhauled the site to clearly communicate its value, relevance and importance, redesigned the UI of its tools to make them more intuitive to both experts and a plant-loving public, and overall, made this complex dataset more accessible – even fun.

• Brand strategy: how to communicate the importance of this incredible dataset
• User experience
• User interface
• Creative
• Messaging