Urbanstems rebrand
Brand Identity, Art Direction, Social Strategy, Packaging
UrbanStems is an on-demand flower and gift delivery startup. When I joined the leadership team, UrbanStems had strong brand recognition in local markets (NYC, DC, Austin), but had yet to accomplish nationwide customer awareness.
Objective:
Research: Competitors, customer demographics and journey mapping
Refresh: Update brand aesthetic to be fun, modern and joyful
Cohesive: Create brand identity kit to align all assets
Psychology: Capture the emotion and sentimentality of gift giving
Inclusive & Authentic: Cast models from a diverse background and create content around our Rainforest Alliance Certified™ farms and farmers
Physical: Seize branding opportunity through new packaging and bike courier kits
Old Branding:
Muted colors, inconsistent imagery, lack of clear brand direction and illegible “Send Happy” tagline
New Branding:
Bolder colors and typeface, photography refresh, and consistent social content
Go Bold on Valentine’s Day
Valentine’s Day is the biggest revenue driver of the year in the floral industry. Advertising costs are also at their highest, so we created bold content that would cut through the noise of our competitors. Below is a sample of photos, digital and OOH advertising from the Valentine’s Day 2018 campaign.
Photographer: Kate Warren | CMO: Lauren Bates | Copywriter: Katie Hudson
In-house photo studio
Before joining UrbanStems, photography costs were too high and production times were too slow. We lost several hours on each shoot transporting florals and props to our photographer’s studio.
To solve this, I built an in-house photography studio in a spare closet. I purchased colorful seamless backdrops to add variety to our photos, and coordinated/art directed 3-day shoots onsite to maximize our output.
Photographer: Laura Metzler
