What Molly Burke does surpasses floral design. It’s bigger than making beautiful things. After countless conversations and workshops, we came to learn that at the core of all of this, is the drive to get up in the morning to grow community, nurture relationships and cultivate new ones. Everything Fleetwood Floral crafts starts from within, whether that be a memory or a feeling or simply a line of poetry. It’s about capturing the essence of the intangible through the tangible. This was ultimately the inspiration for the whole identity, which is rooted to a custom inline display typeface; one that allows the letters to be bold and airy simultaneously. The custom font paired with a strong, recognizable color and nuanced approach to showcasing arrangements allows for the brand to be immediately distinguishable amongst competitors. Photography: Chris Caldwell

Published: October 07, 2020