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 Hearthstone 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
PHASE 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.
PHASE 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.
PHASE 03: MOODBOARDS
Using textures, colors, fonts, imagery, and other sources of inspiration, hone in on two unique visual concepts. Emma selects the moodboard that speaks most to her.
PHASE 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.
PHASE 05: CREATE VISUAL SUITE
Build out supporting assets for a suite that is adaptive, extensive, and versatile.
PHASE 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.
“I loved the attention to detail and the little winks that feel like me. It’s a brand that I can identify both my services as well as my personality and values with. From creating a Pinterest board to choosing which "vibes" worked best, it was all enjoyable.
“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. I trusted Aliya completely with every aspect of my business.”
— Emma, Golden Rod Floral
