San Diego Hydroponics 2010 - 2011

How I Helped Build a Brand That Scaled From 3 Stores to 5 — and Eventually Sold to GrowGeneration

Some projects don’t live on a screen.

San Diego Hydroponics was one of those rare, full-spectrum builds where the brand had to exist everywhere at once—online, in-store, in print, on clothing, at trade shows, and rolling through the streets as a mobile DJ booth.

This wasn’t just a website.
It was a brand system built to scale.

A Brand Built for Growth

When I began working with San Diego Hydroponics, the company operated three physical retail locations. The objective wasn’t cosmetic—it was strategic: create a unified brand and marketing foundation capable of supporting expansion.

By the time I stepped away, the company had grown to five brick-and-mortar stores, supported by a cohesive brand presence across every customer touchpoint. That foundation ultimately helped position San Diego Hydroponics for acquisition by GrowGeneration, one of the largest hydroponics retail chains in the U.S.

The Website: Built for Real Growers

The website was designed for people who actually grow—commercial operators and hobbyists who needed clarity, education, and trust.

I led the full build:

• Information architecture & UX

• Visual direction

• Copy structure and messaging

The site became the digital backbone for the brand as it expanded into new locations.

In-Store Labels for House & Garden

To support growth across multiple stores, I designed custom in-store labeling systems for House & Garden products.

These labels:

• Simplified complex nutrient information

• Educated customers at the shelf

• Reduced friction for staff and shoppers alike

As new stores opened, the system scaled seamlessly.

Print Advertising & Industry Presence

I designed full-page magazine spreads that translated the brand into print with clarity and confidence—reinforcing credibility within the hydroponics industry and supporting regional and national exposure.

Video Promos & Cultural Credibility

We produced video content that reflected the culture surrounding the brand—authentic, energetic, and rooted in the grow community. These assets were used across social channels, in-store displays, and promotional campaigns.

Merch, Embroidery & Wearable Branding

From embroidered apparel to physical merch, I developed designs intended to be worn, used, and recognized—turning customers and staff into brand ambassadors across all five locations.

The VW Bus DJ Booth (Inside and Out)

One of the most unconventional elements of the brand was a VW bus mounted on top of a school bus, converted into a roving DJ booth.

• Painted and designed the exterior as a rolling brand statement

• Designed the interior graphics and embroidery elements to carry the brand inside the space

• Ensured the bus functioned as both an experiential marketing asset and a cohesive brand touchpoint

This wasn’t passive advertising.
It was immersive.

Trade Show Banners & Booth Design

To support regional and national exposure, I developed trade show banners, booth graphics, and display materials that translated the brand into large-format environments—designed to attract attention, communicate quickly, and reinforce brand authority in crowded show floors.

One Brand. Built to Scale.

San Diego Hydroponics grew from three stores to five, supported by a cohesive, multi-channel brand system that extended far beyond the website. That consistency and clarity helped elevate the company to a level of maturity that ultimately led to acquisition by GrowGeneration.

This is what happens when branding, design, and execution are built with growth in mind from day one.