ART DIRECTION & GRAPHIC DESIGN

floom

Created during an interview process for Floom: a digital platform that celebrates and works with local artisan florists to deliver unique and handpicked bouquets in the UK and US. 

Show us your creative skills! Let’s say it’s Mother’s day and we want to remind people to send their mum’s flowers. Create an asset that will stand out, draw attention, make people laugh or maybe remind them how important their mothers are. Just be different. 

Having researched into the brand I understand that the sense of community among both consumers and collaborators is a pivotal value of Floom. I decided I’d like to reference this through both the message and visuals of my creative concept.

 

Considering the focus of Mother's Day and using flowers as my medium, I chose to create a series of Mothers that would represent different consumer groups and the diversity of Mothers by illustrating a range of ages, styles and ethnicities. With my visuals I wanted to inject a sense of fun by creating stimulating imagery and a short video that can be used on a variety of promotional platforms.

 

I arranged the flowers physically prior to the digital editing and illustration to celebrate and reference the craftsmanship of the artisans that collaborate with Floom. 

The sense of community and representation of the diversity of Mothers is reflected through the contrasting colour palettes, illustrations, flowers used and text. For example, the ‘Mother’ visual details a muted palette and a single flower-type whereas the new ‘Mummy’ visual boasts vibrant hues and a variety of flowers. The deliberate differences in the Mothers presented ensures the campaign appeals to Floom’s wide audience. The images have been designed to work successfully on digital and printed mediums. The visuals can be used as stand alone images or shared in film format. 

 

 

 

 

 

 

 

BRIEF
CREATIVE CONCEPT
CREATIVE CONCEPT
EXECUTION

Role / 

Idea Generation

Art Direction

Graphic Design

Programs used /

Adobe Illustrator

Adobe Photoshop

Adobe Premiere Pro

 

Credits / 

Alice Harrison

 

Year / 

2019

floom

 

Created during an interview process for Floom: a digital platform that celebrates and works with local artisan florists to deliver unique and handpicked bouquets in the UK and US.

BRIEF

 

Show us your creative skills! Let’s say it’s Mother’s day and we want to remind people to send their mum’s flowers. Create an asset that will stand out, draw attention, make people laugh or maybe remind them how important their mothers are. Just be different. 

CREATIVE CONCEPT

Having researched into the brand I understand that the sense of community among both consumers and collaborators is a pivotal value of Floom. I decided I’d like to reference this through both the message and visuals of my creative concept.

 

Considering the focus of Mother's Day and using flowers as my medium, I chose to create a series of Mothers that would represent different consumer groups and the diversity of Mothers by illustrating a range of ages, styles and ethnicities. With my visuals I wanted to inject a sense of fun by creating stimulating imagery and a short video that can be used on a variety of promotional platforms.

 

I arranged the flowers physically prior to the digital editing and illustration to celebrate and reference the craftsmanship of the artisans that collaborate with Floom. 

The sense of community and representation of the diversity of Mothers is reflected through the contrasting colour palettes, illustrations, flowers used and text. For example, the ‘Mother’ visual details a muted palette and a single flower-type whereas the new ‘Mummy’ visual boasts vibrant hues and a variety of flowers. The deliberate differences in the Mothers presented ensures the campaign appeals to Floom’s wide audience. The images have been designed to work successfully on digital and printed mediums. The visuals can be used as stand alone images or shared in film format. 

Idea Generation
Art / Creative Direction

Graphic Design

Artworker

 

Adobe Illustrator

Adobe Photoshop

Adobe Premiere Pro

Alice Harrison

2019

 

ART DIRECTION & GRAPHIC DESIGN
ROLE
PROGRAMS 
CREDITS
YEAR

When choosing the flowers that would appear in my visuals I wanted to reference the spring-time season.

I used flowers from my own garden and from my local florist. 

Each image was designed to appeal a variety of consumers through the contrasting colour palettes and flower types/compositions used. The ‘Mother’ image on the grey background uses a single type of flower to represent a Mum that prefers a more muted palette in her home. Whereas the ‘Mum’ image with the Rose corset is designed using a variety of flowers for a Mother who likes a more vibrant colour palette. 

Using a spectrum of palettes and flower-types references the different styles and colours of bouquets that the Floom florists can provide. 

The physical arrangement of the flowers deliberately celebrates the craftsmanship of the florists. I wanted to represent this as I feel this is one of the unique elements of Floom. 

Using Adobe Illustrator I injected personality into each image to celebrate the many identities of Mothers. The composition not only reflects varying psycho-graphics of Mothers but also the diversity of flower arrangements and palettes that the Floom florists can provide. 

 

PRE & POST ILLUSTRATION
 
 

The 'Mummy' visual as seen above was created to celebrate new Mothers on Mother's Day. To maintain the simplicity of the image this is referenced through the hugging of the flower - ‘the bud in the belly’ and the use of the noun ‘Mummy’, the name stereotypically used by a child. 

I have designed the images using Floom’s retouching specification so that they can be used as a social media campaign. I have deliberately used block colour backgrounds to work harmoniously with the current social media aesthetic of Floom. I believe the images would work successfully in the printed medium also. 

For further impact I have made the images into a short video so that this can be posted or used as a social media story. The handwriting typography has been included to directly connote the action of writing the heartfelt accompanied when sending our loved ones flowers. 

 

 

 

 

SOCIAL MEDIA
MOCK UP

All images © Alice Harrison 2019