Case study 01

Florenne & Co.

Brand, website, marketing and tools for a Sydney floral studio.

A connected suite of brand materials, website pages, brochures, campaigns and personalised quotation tools. An AI drafting portal is also built and in testing.

Studio
A Sydney floral studio: Bloom Bar, events and weekly flowers.
What we did
  • Brand
  • Website
  • Print
  • Campaigns
  • Quotation tools
  • AI drafting portal (in testing)
The Florenne & Co. home page on desktop, from the video hero with the leaf mark and wordmark to the three arched service cards, recent flowers and the footer.
The Florenne & Co. home page on a phone, from the hero to the Bloom Bar, Weekly Flowers and Event Styling cards and the footer.

The florenne.co home page, desktop and phone.

Results

9 days
to a recurring client at an ASX-listed company, from the first email
36
new jobs in its first week, on top of its usual workload
$17,000+
in event quotes sent in its first four weeks
8
partnership offers from within the industry

01

Brand

A leaf-and-wordmark logo, a sprig mark, a seven-colour palette and two typefaces, Cormorant Garamond and Montserrat.

The Florenne & Co. brand board: primary leaf-and-wordmark logo, reversed logo on sage, the sprig mark, a kraft-wrapped bouquet with the branded swing tag, a seven-colour palette with hex codes, and Cormorant Garamond and Montserrat type specimens.
The brand system.
The Florenne & Co. logo: a leaf sprig over the Florenne & Co. wordmark.
The Florenne & Co. logo reversed out in white on sage.
The primary logo on creme, and reversed on sage.
  • Ink#444634
  • Sage#6E7A67
  • Rose#7F5E52
  • Text#2A2D28
  • Greige#E8DED4
  • Creme#F7F4EF
  • Surface#FFFCF8

02

Website

Pages for the Bloom Bar, weekly flowers and event styling, and an enquiry form that asks for the service, event date, guest count and budget.

The Bloom Bar page on desktop: "Give your guests something beautiful to remember." with an enquiry button beside an arched photo of guests choosing stems.
The Bloom Bar page on a phone: an arched photo of guests at the flower bar, the headline and a full-width enquiry button.

The Bloom Bar page.

The Event Styling page: "The occasion you imagined, brought to life with flowers." over a harbourside ceremony set-up.
Event Styling.
The enquiry form: service, contact details, event date, guest count and budget, with a "Prefer email?" panel and illustrated flower vines framing the page.
The enquiry form.

03

An 18-page capability statement, four service brochures and editable proposal templates, made as one suite.

The Florenne & Co. print suite laid flat: the capability statement and the Bloom Bar, Event Styling, Flowers for Business and Flowers for Home brochures, in sage green.
The capability statement and four service brochures.
Bloom Bar brochure page: build your bouquet, a three-step stem menu shown as circular flower crops and colour palettes.
Bloom Bar: build your bouquet.
Bloom Bar brochure page: an arched photo of the flower cart beside a checklist of what every booking includes and add-on options.
Bloom Bar: what every booking includes.
Event Styling brochure page: the event menu, from ceremony and tables to the Bloom Bar, with an arched harbourside ceremony photo.
Event Styling: every flower your day needs.
Flowers for Home brochure page: three arched product shots, The Seasonal, The Classic and The Luxe, with per-delivery pricing.
Flowers for Home: one price per delivery.
Capability statement page: four arched photos for the Bloom Bar, event florals, business florals and home flowers, with what each includes.
Capability statement: one studio, four ways.
Capability statement page: twelve seasonal stems as circular crops with named colour palettes, on a dark ground.
Capability statement: the seasonal stem library.
Cover of the Bloom Bar proposal template, with placeholder client, occasion, date and quote fields.
The proposal template’s itemised quote page, with optional extras and the deposit, balance and total.
Cover of the Event Styling proposal template, with placeholder client fields.
Event Styling proposal page: an arched harbourside reception photo, a tulip bouquet detail and the running order for the day.

Proposal templates with itemised quotes, and the deposit, balance and total worked out automatically. Shown with the templates’ sample figures.

04

Campaigns

Meta ads for each service, Instagram carousels and highlight covers, and a looping Bloom Bar video.

Bloom Bar video ad.
Meta ad: fresh flowers for your home, from $14.75 a week, over a protea, rose and chrysanthemum arrangement.
Weekly flowers.
Meta ad: more than flowers for the table, with the Bloom Bar cart under a fringed umbrella on a lawn.
Bloom Bar.
Meta ad: start with a feeling, over a long dining table dressed with a low white floral runner.
Event styling.
Meta ad: a better first impression starts at reception, with a large white arrangement on a reception desk.
Workplaces.
Instagram carousel cover: what is a Bloom Bar?, with an arched photo of guests at the Bloom Bar on sage.
Instagram carousel: what is a Bloom Bar?
Carousel slide 1: build a bouquet like a florist, the 3-2-2 formula, with hands tying a bouquet.
Carousel slide 2: step one, focal flowers.
Carousel slide 3: step two, accent flowers.
Carousel slide 4: step three, greenery.
Carousel slide 5: step four, wrap it and tie it.
Carousel slide 6: three focal, two accent and two greenery make seven stems.
Instagram carousel: build a bouquet like a florist, in six slides.
Instagram carousel cover: seven ways to make your flowers last longer.
Instagram carousel: flower care.
Ten custom line-icon Instagram highlight covers, sage on creme: Bloom Bar, Weddings, Events, Weekly Flowers, Business, Markets, Kind Words, Flower Care, FAQ and Enquire.
Instagram highlight covers.

05

Photography

Florenne’s own photographs of real events and arrangements, used across the site, print and campaigns.

A Bloom Bar table in a garden: a chalkboard "Build your bouquet" menu, glass jars, ribbon and scissors among trimmed stems.
A round reception table with a low white centrepiece, chairs set for a ceremony and the harbour beyond.
A large arrangement of white roses, chrysanthemums and gypsophila, close up.
A bouquet being finished at the Bloom Bar wrapping table, with ribbon spools and scissors laid out.
A tall arrangement of white orchids, magnolia and hanging amaranthus on a marble table in a restaurant.
White chrysanthemums and green foliage in an office window overlooking the Sydney skyline.
Small jars of gerberas and roses with paper tags, in front of white buckets of stems.
A just-wrapped bouquet of dahlias, chrysanthemums and wax flower held over the Bloom Bar table.

06

AI drafting portal

Built and in testing

Drafts for social posts, newsletters, website copy and enquiry replies wait in one place for the owner’s decision: accept, request a change or decline. Every decision is recorded.

Screens from the test build, shown with demo data.

The Florenne AI drafting portal: a Bloom Bar social post waiting for a decision, with its full draft, revision history, original request and activity.
A social post decision card on a phone: the draft for review, what happens if approved and the exact content.

A social post draft waiting for a decision.

The portal overview: a status strip, four decisions waiting, two completed today, and the computer’s readiness and working hours.
Overview: what is waiting and what is done.
The work list with filter chips and task cards: a Bloom Bar social post and business copy done, a newsletter and two enquiry replies waiting for a decision.
The work list.
A decision card for the second revision of a weekly flowers newsletter, showing the change the owner asked for, what happens if approved and the exact content.
A newsletter on its second revision.
The activity log, newest first: tasks completed and approved by the Florenne owner, a policy change and drafts ready for review.
Every decision, on the record.
The portal overview on a phone: status chips, four decisions waiting, two completed today and a bottom tab bar.
Overview.
A social post decision card on a phone: the draft for review, what happens if approved and the exact content.
A draft to review.
The bottom of the phone decision card, with Accept draft, Request change and Decline buttons.
Accept, change or decline.
The phone view after accepting: approved by the Florenne owner, decision recorded, draft accepted.
Decision recorded.

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