Emerald City Flowers

Sculpting a modern take on the luxuriously romantic

Emerald City Flowers is a community-focused floral design shop. The modern, romantic arrangements are created with a timeless quality for a diverse audience who value building and nurturing their relationships. The sculptural designs use only the freshest flowers with the aim to source from local, women and minority-owned growers whenever possible. Emerald City Flowers provides transparent and high-quality services that offer a luxurious and beautiful product customers can feel good about. Coming from a social justice background, founder Bao-Tram Do (BT) built the business from her desire to share her artistry, create impact through personal, meaningful connection and the belief that everyone deserves to feel special.

Starting Fresh

PREVIOUS BRAND IDENTITY

When Emerald City Flowers began considering a brand refresh, they had already been in business for a very successful year. When they launched, they grabbed a ready-made logo off the internet with accompanying colors and fonts - and just went for it.

While this first visual identity was working ok for them, it was hard to read, there was nothing distinctive about it and, in fact, they quickly found it popping up all over the internet in conjunction with other brands. Since they were trying to build a luxurious, distinctive brand that specializes in custom creations and experiences, they knew they needed something specially designed just for their unique brand.

Laying Down the Foundation

With a myriad of brick-and-mortar florists along with a number of online options that customers can choose from, Emerald City Flowers would first need to define who they were in order to then stand out. We began the process by taking an in-depth look at the business to build a strategic roadmap together before launching into the visual design.

Through discovery, research and a strategy workshop, we developed a guide to provide the foundation for the entire brand and the clarity to begin the visual side of the process.

We dug into several areas, including: their brand and founder story, mission, vision and values, positioning, target audience, customer profiles along with their needs and pain points, customer buying journey, touchpoints, business goals, opportunities and areas for focus and growth.

Laying Down the Foundation

With a myriad of brick-and-mortar florists along with a number of online options that customers can choose from, Emerald City Flowers would first need to define who they were in order to then stand out. We began the process by taking an in-depth look at the business to build a strategic roadmap together before launching into the visual design.

Through discovery, research and a strategy workshop, we developed a guide to provide the foundation for the entire brand and the clarity to begin the visual side of the process.

We dug into several areas, including: their brand and founder story, mission, vision and values, positioning, target audience, customer profiles along with their needs and pain points, customer buying journey, touchpoints, business goals, opportunities and areas for focus and growth.

First we fell in love with photography. Then we fell in love with each other

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