03
Floral & Vine Brand Identity
Role: Designer
Background: A floral designer was preparing to enter the local market and needed a brand identity and online presence.
Goal: The client was starting their business and wanted to enter the marketplace with a bold, stylish, recognizable brand identity that could scale with their business. They needed a distinct and flexible logo, business cards, social media accounts, and a Google My Business listing. All brand elements needed to be packaged in a way that was easy for the small business owner to use on other collateral.
Process: I sat down with the client to discuss their objectives, values, and current and future clientele. We also discussed what kind of logos, photography, and social media accounts stood out to them and why. They were drawn to clean, modern identities with strategic use of colour and splashes of expressive typography and minimalist Instagram accounts. I then researched established floral designers and florists and completed a light competitive analysis to see what others were doing in the industry. With the client’s objectives in mind, I brainstormed, sketched, experimented with typography, incorporated colour, and played around with elements (like the ampersand) to develop three logo directions. After one direction was approved by the client, I used a similar process for the business cards and had them approved. The final step was setting up their Google My Business Listing and securing their handles for their Facebook and Instagram Business Pages, with tips for optimizing their content along with social media best practices. I packaged all the brand elements for use across various mediums.
Results: The client was very pleased with the results. The business is set to launch this year.
Learnings:
• Be prepared to support new small business owners with best practices, tips, and tutorials to learn more about digital marketing and branding (it’s really rewarding to watch them learn and grow!)
• Keep an open mind with industries that are stereotyped in the media, there is always an opportunity to think outside the box and stand out
• Accepting design standards may not be met after the project is handed off (like space around the logo, resolution, fonts, etc) - the only thing that matters is the client is happy and set up for success
• Be prepared to support new small business owners with best practices, tips, and tutorials to learn more about digital marketing and branding (it’s really rewarding to watch them learn and grow!)
• Keep an open mind with industries that are stereotyped in the media, there is always an opportunity to think outside the box and stand out
• Accepting design standards may not be met after the project is handed off (like space around the logo, resolution, fonts, etc) - the only thing that matters is the client is happy and set up for success
Design: Cassy Trussell
Mockups via rawpixel, Anthony Boyd Graphics