Journal

artisan branding
for creatives & couples

Brand Launch for New York Floral Designer Avaflora

Filed in: Branding, Launch

April 21, 2017

I am SO SO excited to share the latest full branding project of mine for Long Island, New York wedding floral designer Avaflora. This is one of my favorite small business brands I’ve created for its elegance, lovely earthy neutral color palette, and custom illustration by Posie Der Feder.

Husband and wife team Lori and Mike came to me initially just wanting a new website, but I was able to convince them the power of redoing their whole brand at once and I’m so glad they went along with it!

I met with Lori and Mike via Skype for their brand coaching session to identify their ideal client, niche, pricing, website, and more. I do this with all my branding clients because it really helps create the visuals. You need a backbone for your brand. You need to know WHO you are trying to market to as well as who else is trying to market to them and what they charge. These might not seem important but they are very much important.

I presented them with an ideal client mockup and color palette I was thinking of based on their initial brand questionnaire and they said it was spot on.

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We did end up tweaking the colors a little as you’ll see below.

Next up was creating their brand mood board:

Once approved I moved on to providing logo concepts. This is always the longest stage of the rebranding process and it was especially long for Lori and Mike because they had a very specific vision of a detailed illustration in mind. Listen…I’m no illustrator. I know my strengths and weaknesses and I know how to delegate. I passed off doing some custom illustrations to Script + Vine as well as some hand written calligraphy. Here are some of the initial concepts:

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And believe me there were many more rounds! We ended up hiring Posie Der Feder to create an awesome illustration for the final logo. See brand board below:

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I also used the illustrations to create a custom pattern which I think turned out awesome!

After their brand board was approved I moved on to creating stationery and social media items:

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I also created a set of custom styled branding images for them to use and I used some on their site:

Last, but not least, is their beautiful new Divi WordPress website design with an ecommerce section:

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Visit their new site! 

Get started on your new brand today…

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