Wedding Florals
Golden Rod Floral
A Boise-based wedding florist with a heart for adventure and brides who stay true to themselves. Founder + lead florist, Emma, came to me seeking a brand identity that represented her and her ideal client: romantic, whimsical, and welcoming.
ROLE
Creative Direction
Identity System
Messaging
Graphic Design
Imagery courtesy of Quincy’s Photos.
Approach
01: Brief
Using Emma’s brand strategy questionnaire as a foundational framework, build a creative brief, including details like which audiences the brand needs to appeal to, what personal details help set GRF apart, etc.
02: Research
Research existing wedding florists in Idaho. What do their brands look like? What fonts, colors, and overall vibes do they give off? Take notes upon notes.
03: Mood Boards
Using textures, colors, fonts, imagery, and other sources of inspiration, hone in on two unique visual concepts. Emma selects the mood board that speaks most to her.
04: Iterate
Dump everything into an Illustrator document. Fonts, colors, imagery. How does it all piece together? Spend a large chunk of time testing new arrangements, combinations, and layouts until the strongest concepts emerge.
05: Create Visual Suite
Build out supporting assets for a suite that is adaptive, extensive, and versatile.
06: Applications
Using the visual suite, apply new branding to industry-appropriate deliverables: business cards, floral tags, work aprons, stickers, and social media content.
Primary Logo
Golden Rod Floral’s brand identity breaks the mold of what a traditional wedding florist should look like. Combining a classic, rounded serifed font with a display script font, we paired the concept of adventure with elegance.
The supporting logos, icons, and other visual assets round out GRF, making it the brand of a homestead florists dreams.
Secondary + Tertiary Logos
Supporting Assets
These hand-drawn assets were inspired by the concept and feel of “cottage core”: quilts, lived in furniture, bouquets picked from the backyard.
Emma, Founder & Wedding Florist
“I enjoyed the creativity on my own part that went into it and the enhancements that Aliya added to my own ideas and thoughts. She understands a number of business techniques that help you to develop a plan along with a brand identity.”
