PAPERBOY FLORALSBrand Launch
This contemporary floral studio needed a name and brand that reflected its subscription model and stood out from event floral competitors. I led a creative naming process, brand identity development, and early content concepting to ready the budding brand for a hard launch.
Naming
I facilitated two rounds of brainstorming and graded top contenders against key criteria before the ultimate name was chosen.
Brand Positioning
Paperboy has range in terms of its offerings, but its mission is focused: beauty is necessary. I developed positioning that found balance in this tension and distinguished the brand from competitors.
Brand Personality
Floral design is an art, and Paperboy’s tasteful blend of contemporary arrangements and vintage aesthetics align with the spirit of an artist. This archetype is further nuanced by key traits I identified in brand personality surveys and working sessions.
To start building the social presence necessary to becoming known in the world of floristry, I developed early content concepts that infused the newly defined brand and primed it for social traction.
Creative Concepts
