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FTD BRAND REDESIGN
​When I joined FTD the brand was ready for a significant refresh. The brand was turning 100 and the history of the brand needed to be preserved. We changed the color yellow in the branding to gold and started shooting product in a white room environment. The branding was meant to suggest affordable luxury.
HOMEPAGE BEFORE
HOMEPAGE AFTER
EMAILS BEFORE
EMAILS AFTER
MAGAZINE ADVERTISING BEFORE
MAGAZINE ADVERTISING AFTER
B2B WEBSITE BEFORE
B2B WEBSITE AFTER
DIRECT MAIL AFTER
DIRECT MAIL BEFORE
FTD NEW BRAND DEVELOPMENT
This project was a new partnership with Better Homes and Gardens where we launched a line of plants and bouquets. The graphics needed to be cobranded, keeping the spirit of both brands. To keep a homey feel to the photography, we shot all of the photography in the Better Homes and Gardens photo studio.
DIRECT MAIL
PACKAGING
RECIPE CARDS
LANDING PAGE
BANNER AD
MAGAZINE AD
STICKER
BOX INSERT
FTD NEW BRAND DEVELOPMENT
This project on this page was a collaboration with the Smithsonian Institution featuring bouquets and gorgeous orchid plants. The bouquets were based on historic Victorian arrangements featuring floral symbolism. The copy had to convey an expertise in Victorian history, orchid species and orchid care. This
DIRECT MAIL
PACKAGING
BANNER ADS
LANDING PAGE
CATEGORY PAGE
BOUQUET TAGS
FTD VALENTINE & HOLIDAY INTEGRATED MARKETING
Since FTD is an online retail store we designed the homepage first and matched all other marketing materials to the homepage. Online marketing and printed direct mail would match the style guide we produced for each season.
HOME PAGE VARIATIONS
EMAILS
BANNER ADS
MALE-TARGETED DIRECT MAIL
FEMALE-TARGETED DIRECT MAIL
HOME PAGE
EMAILS
BANNER ADS
DIRECT MAIL
FTD TRADE SHOW DESIGN
This booth was designed to attract new customers. The posters on the interior were meant to be used as a selling tool and displayed facts and benefits about the brand. I worked with the trade show team and the booth company during the designing. I also attended this show to enhance my knowledge of the business.
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