
Web Copy
Verbal Identity
I partnered with Here & Now to develop a tone of voice guide and website copy for a floral studio with a knack for making flowers the centre of attention.
About
While I appreciate the charm of a flower, it’s their alter ego that captivates me most. What can flowers do? More importantly, what can they do for you? That's the question I'm exploring every day from my Durham studio. Flowers aren't just decoration. They're atmosphere-setters, conversation starters and occasionally the reason people stop mid-sentence. I'm less interested in following formulas than seeing where curiosity takes me. Whether I'm handling lilies with laser-point precision or negotiating with a particularly stubborn orchid, every project is a chance to make flowers do something unexpected.
It’s a family affair
There was no lightbulb moment where I suddenly saw myself featured in the bridal section of a Martha Stewart magazine. With a background in Interior Design, flowers weren't part of the plan. That changed when my mother, event planner extraordinaire and real-life Leslie Knope, needed an extra pair of hands. Through her, I discovered the behind-the-scenes world of floral design and the remarkable way flowers can transform a room.
A few years later, we're still crashing North Carolina weddings. My mum runs the show. I puppeteer the flowers. These days, "stop and smell the roses" is less fridge magnet and more daily routine. That, and a double espresso. Flowers may sound romantic, but that 5am alarm certainly isn't.
Agency: Here & Now













