Bloom & Beyond
The objective of this project was to create an AI-enhanced brand identity for a fictional, upscale, avant-garde floral company based in Austin, Texas. Once developed, I would be tasked with the development of digital and print marketing materials and the creation of an e-commerce app for the floral arrangements.
Deliverables
Target Audience
Primary and Secondary Audiences
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Primary- Design-conscious professionals and event planners ages 28–55
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Secondary- Corporate clients, luxury hotels, high-end restaurants
Brand Personality
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Innovative and artistic
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Luxurious yet approachable
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Fashion-forward
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Environmentally conscious
Key Messages
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Artistic innovation in floral design
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Seasonal and sustainable sourcing
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Custom experiential installations
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Expert botanical curation
Concept
My approach to this brand was that it would be very modern and slightly edgy. Bloom & Beyond would develop almost unrealistic arrangements that hadn't been made before including, large scale, off-balance pieces (even clothing) with expensive botanical floristry. This combination would utilize old-floral design techniques and stylization such as the Baroque 'S' curve with a modern take and insertion of geometric "edgy" metal props.
Brand Identity
I selected a bright floral color palette then muted it for a classy approach combined with geometric sans-serif fonts for the amalgamation of the brand identity.
Business Card
Magazine Advertisement
Social Media Campaign
Mobile App Development
Low-fi Wireframes
This app is for convenience for busy individuals who need to order or pre-order floral arrangements. It includes a calendar schedule, filters, event planner, and a place in space feature to view similarly scaled or styled arrangements in an area.
App UI Kit
App Screens
App Walkthrough
