interflora campaign

graphic card design by Victoria Scranton — Invitation Card

Objective: To reinvigorate the Interflora brand and reposition it positively in the minds of consumers.

Problem: The brand currently suffers from negative associations, linked to wilted or non-delivered flower arrangements.

My Approach: I devised a compelling solution in the form of a one-day dry flower workshop, uniting people in an engaging event featuring speakers and live presentations. The workshop focused on teaching attendees how to air-dry flowers and create beautiful bouquets, giving these blooms a second life. The campaign was named "Second Life," symbolizing Interflora's aspiration for a fresh start with its customers following this uplifting event.

Design Elements: To reflect the essence of the workshop, I utilized the classic serif typeface Bodoni for the logo, signifying timeless elegance. The illustrations embraced a subdued color palette inspired by dry flowers, further enhancing the theme. Additionally, I incorporated relevant photography on the event website and takeaway cards.

Disclosure: For this project, all images were sourced from Pinterest.