Changing Seasons — 2024 Personal Spec Project
Flower Shop
Brand Identity Social Email
Web Design
Copywriting (Amateur) Motion Design
Changing Seasons is a [fictional] local flower design studio and shop I created. The brand is devoted to providing positivity through the appreciation of flora. My mission with Changing Seasons was to do a full brand identity and website homepage mockup. The final concept captures Changing Seasons’ ethereal energy and commitment to nature.
Logo Design
Changing Seasons’ logo suite uses a serif typeface whose contemporary take on a classic style provides an updated, elegant aura. The text is manipulated with flowing, imperfect line work that is reminiscent of vines. This serves to represent our delicate relationship with nature that the brand strives to honor, as well as the whimsical feel of Changing Seasons.
Primary LogoSubmarkSecondary Logo
Color Palette
This color palette was pulled straight from nature. Its earthy tones tell a timeless tale, while the pops of flowery color paint a fantastical picture. An animated gradient (seen primarily in the web design) was created using the palette, showcasing the fluidity of nature like ripples in a river or a breeze winding through a forest.
SoilWoodMossLeafLakeStoneTulipPeonyLilac
Typography & Copywriting
Changing Seasons’ typography palette presents a classic feel and a touch of whimsy with the use of a secondary script heading typeface. This secondary typeface alludes to decorated initial letters often seen in fairy tale books. The voice of the brand is tranquil, while simultaneously having a bit of fun with the fantastical feel, as demonstrated in the “Flower Workshop” and “Promenade” copy in the email designs seen on this page.
Graphics
In order to add to the storybook charm of Changing Seasons, simple illustrations of four of nature’s creatures were drawn up.
Email
Email designs were created keeping in mind that Changing Seasons is primarily a small town flower shop. This led to designs with a personal essence to them, especially when it came to local events.
Web Design
This site homepage was designed to be intuitive and visually interesting. The use of movement imitates the flow of nature and allows for a charming experience rather than strictly transactional.
Social
Gifs were created to continue the visual interest and flow from the web homepage into social. Woodland creature graphics and containers inspired by the shape of flower petals bring a cohesiveness to these social templates as well as maintain the theme of our fantastical connection to nature. The use of cutout photos also brings a sense of the charming, small business feel.