Floral Evolution
Brand styling & website design for an established community minded London florist, educator & BAME mentor.
Project scope
— Brand strategy
— Brandmark design
— Brand styling
— Squarespace website design
The brief
Catherine Foxwell, founder of Floral Evolution, has an impressive floristry CV; ten years in the industry, an educator, a BAME mentor, a published book author and florist for over 250 weddings. But much of this was not celebrated on her previous website.
We decided to start her website from scratch, scrapping her old legacy Squarespace site and building it in Squarespace 7:1 for greater design flexibility.
The goal is for Catherine to grow the events side of the business to match the success of her weddings, attract more community projects and position Catherine as a thought leader in the floristry space.
Revolutionary flowers for all occasions
Brand strategy & styling
Our strategy sessions helped me to understand where Catherine excels, and helped her to get clear on what her goals for Floral Evolution are.
We defined Floral Evolution as a friendly, inclusive, community minded studio, which is contemporary but accessible.
We developed brand styling that felt strong yet feminine across the palette, font and floral brand mark.
Snowdrop
Stone
Blush
Bark
Ebony
Logo design
Catherine wanted to keep her existing wordmark, and to balance it’s strong, timeless form, I created a brandmark that felt more feminine. Two expressive tulips growing together, to symbolise Catherine’s nurturing nature; the mentor to aspiring students, the approachable florist to her clients.
Squarespace website design
I provided full site structure, page planning and design, across Bespoke Weddings, Ready to Wear Weddings, Events, and About — including naming conventions and content guidance — built to convert enquiries, not just look good.
Are you ready to take the next step?
If you’re interested in working together on building your brand or Squarespace website let’s schedule a studio call to discuss your project.