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Client Spotlight // Jo Moore

Awesome image from Jo Moore

I absolutely *loved* working with this amazing Devon-based florist! Jo Moore is one of those incredible people you occasionally get to meet – passionate, vibrant, enthusiastic – who make my job so rewarding! Jo is not just a florist – she actually farms the flowers herself! So she needed a brand that celebrates not only her work but also the connection with the flowers as she sees them right the way through from seed.

After discussing initial concepts, Jo was willing to take the plunge on a bold, slightly edgy and sophisticated design scheme that I felt would help her stand her out from a reasonably crowded market and show off her beautiful work at the same time. More importantly, she’s now empowered to live the lifestyle she loves and deserves; and that’s what designing for entrepreneurs is really all about for me.

We started off with a mood board trying to capture the key ideas of the new site: pinned together with a distinctive shade of yellow and dark grey, bringing together the energy and vibrancy of springtime with a high-end luxury feel.

Mood Board Jo Moore

In this case, this front page idea popped straight into my head unannounced, so I decided to roll with that and popped her work straight in (after all, she already had oodles of gorgeous photography):

Who doesn’t love bees? Well, Jo does, since by pollinating her farm they effectively work for her for free!

This is probably one of the simplest colour palettes I’ve ever done, but I think that off-honey colour is all that was needed to communicate her vibrant, approachable attitude to business.

Full brand board for Jo Moore


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