Fleur
BRAND | PRINT | IN-STORE | SOCIAL
Fleur is a flower studio in Kirkland, Bellevue, and inside Nordstrom. The name and logo were established before I joined; my role was to polish the brand into a working system, finalizing type, color, logo rules, voice, and photography standards in Fleur's 2026 brand guidelines. From there, I design most of what customers hold, read, and take home.
Project Scope
Services included
Brand guidelines: type, color, logo rules, voice, and photography
Fleur Journal newspaper, 24-page magazine, and in-store signage
Nordstrom ordering tools, menus, and order forms
Partnership cards, arrangement inserts, social, web, and email
Fleur Socials
I support Fleur's Instagram with posts, carousels, and stories, like the Wrapped Collections series that introduces each core bouquet with its name, story, and price. Every post follows the brand's voice and photography standards, so the feed reads like one editorial collection rather than a string of promotions.
Print is how Fleur shows up in customers' hands: the newspaper stand, the What's in Bloom poster at Nordstrom, menus, FleurMini order forms, business cards, and the partnership cards sent to local businesses Fleur hopes to work with. Each piece is designed for the shop floor, easy to read at a glance and consistent across all three locations.
Fleur Print
Fleur Magazine
A 24-page printed and digital magazine introducing Fleur: the owner's story, each location, offerings, collections, workshops, and events. I laid it out like a lifestyle magazine, letting the photography lead and keeping the type quiet so it reads as a lookbook first and a menu second.
Fleur Journal
The Fleur Journal is a seasonal newspaper stocked at every location, covering events, workshops, the season's flower edit, and subscriptions. I design each issue with a bold newsprint headline style that stands apart from Fleur's softer pieces while staying recognizably on brand.
Fleur Brand
Fleur's name and logo were in place before I joined. My work was polishing what existed and filling the gaps, then finalizing it into a system the whole team can use. The 2026 brand guidelines document Fleur's voice, product naming, logo rules, color palette, type hierarchy, photography style, and social media standards.
