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PROJECT OVERVIEW
CLIENT BIO
Jenna Sandin of Fleurtations Floral is a florist in Coeur D’Alene, Idaho who creates unique floral displays for weddings and other events
VIBE
Classy, feminine, high-end but approachable, distinctive
GOALS
Jenna wanted a site that helps her stand out among the many florists in her area. Her goal was to have something that is current, easy to use and simply for clients to navigate.
DELIVERABLES
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Moodboard
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Color Palette
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Font selection
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Patterns
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Copywriting
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Website Design
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SEO
The backstory
I first met Jenna Sandin of Fleurtations Floral a few years ago when she needed help resizing her logo on her website. She had a Wordpress site that she was unsure how to manage herself. Something as simple as resizing a logo was a multi-step process that wasn't very intuitive.
She knew that she needed to update her site at some point, but it got put on the back burner. Fast forward several years, and she reached out again. She was frustrated that her site didn't work half the time. She felt like blended into the crowds of new competition in the floral industry. She wanted to stand out.
We started with her branding. She already had a logo but needed to fill in the other gaps when it came to her brand aesthetic. We worked to create a distinct style that sets her apart from the average florist. The result was an aesthetic that made her appear classy and high end but not unattainable.
She also wanted a website that she could add portfolio photos to without having to constantly hire out. We worked to create a site on Wix that is worthy of her beautiful work and showcases her floral design in a simple way that users could easily move through.
She now stands out in her space and the inquiries for her services are still flowing into her site.
Website Before
Bring on the transformation ...
BRANDING
Style Inspiration
The Process
Jenna hired me for a mini-brand. She wanted to keep her existing logo but polish her overall visuals. Jenna has a distinct artistic style that is riveting. She wanted a brand to match and separate her out from the stock FTD florists.
In her space, cutesy, overly feminine and “flowery” are common visual styles. While she wanted her brand to feel fun, she also wanted something classy.
We started with her moodboard, which helped us create the direction we were going. (Can I just say, her moodboard still makes me swoon every time I see it). It was a great match for her florals.
I paired it with a color palette that has just a touch of femininity, classy fonts, and some unique patterns.
The end result was a distinctive brand that struck a balance between simplicity and sophisticated.
Typography
Brand guide
WEBSITE
The Process
The challenge for Fluerations Floral’s site was to guide visitors in the right direction. She is marketing two different core offers to two different audiences - those who wanted a floral arrangement and those planning an event such as a wedding.
I mapped out a site that helped guide visitors to the right offer based on their goals.
Jenna also wanted to showcase past weddings. My goal was to do that without her site becoming a confusing mess of photo galleries.
Another core goal of Jenna’s was ranking high on google. The prettiest of sites in her space is worthless if it is not on page 1 when people are looking for it.
The end result was something that took Fleurations complex offers and made them feel simple. It’s also a site that now ranks high on google for her most relevant keywords.
Key Results
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253 inquires through her website in the past year (89 of which were for her high ticket services and 146 for floral arrangement orders)
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Has seen her website traffic more than triple since launch
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Now ranks for triple the number of organic keywords
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On page 1 for 41 key search terms in her niche
Client Feedback
"MY EXPERIENCE WAS WONDERFUL!"
My experience with Alli Beck Design was wonderful! She explained everything so clearly and was very responsive. I can tell she really knows what she is doing. I would trust her eye and knowledge with my business advertising in the future.
Jenna Sandin, Fluertations Floral
