Branding for Florists Workshop – London, 25th March 2015
I’ve finally had chance to sit down and compile this bumper blog post about our inaugural Branding for Florists workshop, which took place on March 25th. And what a memorable day it was!
Delegates who’d attended our previous Social Media for Florists workshops had asked us for more business-related workshops and in particular, one on branding. So, together with my incredibly talented co-host Fiona Humberstone, we created a new workshop called Branding for Florists. And today, I’d like to tell you about the workshop and share with you just some of the beautiful photographs taken by the wonderful Katie Spicer.
On arrival at Brixton East in London, our delegates enjoyed tea and coffee and got a chance to mingle before we went upstairs to the light-filled ‘class room’. It was so lovely to see familiar faces from our previous workshops as well as lots of new faces, not only from the UK but also Milan in Italy!
The workshop was split into two halves. In the morning, we looked at branding and in the afternoon, we focused on websites. So, after introductions around the room, Fiona kicked off the workshop with the absolute essentials of creating a brand identity and we showed the delegates shining examples of florists’ brand identities.
I then talked through the Flowerona Rebrand which took place last December. I shared with the delegates all the different steps in the process, from the initial mood board created for me by Sara at Salted Ink and her set of potential logo designs to the final logo, together with fonts, colours, shapes and patterns for the new Flowerona.
It was then elevenses and time to sample delicious cakes by our chef, Maddie Hatton, with tea and coffee in our signature Anthropologie mugs. Yet again, Maddie had surpassed herself! There was Lemon Drizzle Loaf, Raspberry & Pistachio Friandes and Apricot & Oat Bars.
Fully revived, we then looked at how to translate your floral style into a distinctive brand identity. Fiona gave a fascinating brief overview of Colour Psychology, together with guidance on how to select fonts, colours and patterns that send out the right signals about a business. (By the way, if you’d like to learn about Colour Psychology, Fiona’s running her next workshop on November 12th.)
Now synonymous with our workshops and such a key element, the delegates then created a mood board to help give them focus for their new brand identity. It was amazing to look around and see so many ‘light bulb’ moments taking place.
Mood boards created, it was then time for a healthy, wholesome and nutritious lunch, which included Sweet Chilli Glazed Salmon Fillet and Red Pepper, Spinach & Feta Frittata.
And Maddie’s desserts were as sensational as ever…Lemon Posset and Flourless Chocolate Cake.
Then, it was time to focus on websites and we showcased beautiful examples of florists’ websites from around the globe. Next up was a practical session where we asked the delegates to brainstorm and draft the structure for their next site, thinking of the pages which they wanted to include.
Afterwards, I shared the initial new Flowerona wireframe, my thought process and how I used the wireframe to develop the pages that now exist on the Flowerona website.
Fiona then advised the delegates on how to find and work with a designer, both a graphic designer and a web designer. Plus she gave advice on how to find and use templates to create a DIY website.
We really want our delegates to walk away from our workshops with an action plan. So, the last part of the day was spent reflecting on what had been learnt and we asked everyone to set themselves some clear actions to ensure that they made the very most of their day with us. It was then cocktails and mocktails time! It’s such a lovely part of the day with such a wonderful buzz!
This year, I’ve launched a special Facebook Group called the ‘Flowerona Academy Alumni’ for Flowerona past workshop delegates and it’s been lovely to see the conversations which are taking place, weeks after the Branding workshop.
Now, I can’t write this blog post without including photos of the gorgeous styling by Fiona and put together with the help of our Flowerona Intern, Steph Eastwood. Having chosen a spring theme, beautifully scented narcissi, muscari, parrot tulips, snowflakes and green bell were arranged, together with magnolia and primrose plants.
Both Fiona and I were absolutely thrilled by the fabulous feedback from the delegates and here are some of their lovely words:
“Inspiring, exciting, well thought-out and well delivered. Excellent starting point for a rebrand/new site. Encouragement that you can achieve a really professional stylish image by finding the right designer for you!” Rachel Husband, The Rose Shed
“Beautiful, inspiring, exciting – given lots of valuable information, which is achievable. Lots and lots of ideas around meaning of colours, how important getting branding right first, before the website.” Catherine Hampson, Hampson & White Creative Floristry School
” Amazing – a packed day of information, top tips and action plans. An understanding of what I need to do for my brand and website to move forward and attract the right kind of business.” Nicola Eve, Flowers by Eve
“Brilliant. Well organised and so informative. It has made a daunting subject seem achievable. It’s given me the confidence to either establish my own website or know the questions to ask when arranging a brand identity.” Stephanie Simpson
“Inspiring and empowering! The presenters, venue and content have motivated me to achieve with the branding of my business. Thank you!!! Clear and professional guidance on how to successfully create branding and a website for my business.” Billy Esler, Canterbury College
A BIG THANK YOU!!!
There’s a massive amount of work that goes into creating and running a new workshop, including writing the workshop content, creating the PowerPoint slides, taking photos of the flowers for the handouts, slides and name badges, booking and liaising with the venue, photographer and chef, sourcing the flowers, foliage and plants to style the venue, sourcing goodies for the goody bags and putting them together, setting up the venue and of course, packing up afterwards. And that’s not including creating copy to initially advertise the workshop, publicising the workshop on Flowerona, promoting it on social media and in newsletters, setting up PayPal to accept bookings, sending emails to the attendees confirming their bookings, sending them joining instructions and answering any general queries…
All of this wouldn’t have been possible if it hadn’t have been for the incredible work of Fiona, my co-host (left) and Steph, our Flowerona Intern (right). Thank you SO much ladies for making such an inspirational team. I feel very privileged to work with you both on our Flowerona workshops this year!
A huge thank you too to our generous sponsors:
- Zest Flowers for the beautiful flowers used to style the venue
- Anthropologie for the iconic mugs
- Kilner for the lovely drink dispensers
- Peach Blossom for the floral straws used at cocktail/mocktail time
And, of course, to all the companies who provided goodies for our goody bags. Look out shortly for a blog post about the goody bag contents. Many thanks to Andy at Brixton East, our photographer Katie and chef Maddie! Last but not least, thank you so much to all our delegates!
We’re planning on holding our next Branding for Florists workshop in 2016. If you’d like to take part, simply sign up at the bottom of the Flowerona home page to receive my newsletter and you’ll be one of the first to hear when we announce the date. If you can’t wait til next year though, Fiona’s soon-to-be-published book, ‘How to Style your Brand‘, will help you navigate through the branding process.
On October 20th, Fiona and I will be running our next Social Media for Florists workshop. If you’d like to join us, please click here for further details and how to book.
P.S. Here’s a link to my Flowerona Reflects video featuring the workshop, just in case you’ve not already seen it.
(Images : Katie Spicer | The Floral Alchemist)