The brief we set ourselves
The brief we set ourselves was to design for a florist who grows most of what she uses, takes only a handful of weddings a season, and cannot promise a specific flower eleven months out because she does not know what the field will give her.
That last constraint is the interesting one. Most florist websites are structured like a shop, which quietly promises something a seasonal grower cannot deliver.
What we did instead
We organised the entire portfolio by season rather than by service. Early summer, high summer, autumn, each with its own palette shown as actual colour, because that is how couples arrive: with a picture in their head and three saved images.
It turns a limitation into the reason to book her. You are not buying a catalogue, you are buying whatever is at its best in your month.
The work is grouped the way flowers actually arrive. A couple marrying in October sees October, rather than a peony they cannot have.
Each season carries its own swatches. Couples think in colour long before they think in flower names, and this lets them match what they are already imagining.
Three ranges with honest starting points. Enough for a couple to know whether they are in the right place, without pretending flowers can be sold like stock.
Eight to twelve weddings a season, said once and without drama. It is the truth of how she works, and it does more than any urgency banner.
The entire page weighs less than one unoptimised photograph. Couples browse on phones, often on poor signal, usually late at night.
Clear structure, proper page titles, and markup that lets both search engines and AI assistants understand what she does and where she does it.
Shall we design one for you?
If you are a florist, or anything else in this industry, and this is the way you would like your work presented, we would love to hear from you.
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