Flower Song
Make something unexpected.
A workshop campaign built like an art-school collage — cut paper, loud color, and permission to get it wrong.
Campaign direction · Hero + story design · Rollout plan
Make something unexpected.
Why this line, for this business.
The business
Flower Song LA is known for expressive, unconventional floral work and runs creative workshops alongside its studio practice.
The goal
Make the workshops feel like what they are — a creative session, not a craft class — and give each workshop date a poster-ready look.
The central idea
A workshop is where you make something you didn’t plan. The campaign uses torn and cut paper, mismatched botanical shapes and three colors that shouldn’t work together, so the design itself demonstrates the invitation in the headline.
Collage, not bouquet.
Cut-paper shapes with visible edges keep the imagery joyfully abstract and avoid passing off any arrangement as the studio’s real work.
Three colors, no hierarchy.
Cobalt, fuchsia and acid lime share the frame equally. The grey field and black type give the eye somewhere to rest.
Asymmetric by rule.
The headline sits off-center and the shapes crowd the corners. The story version drops the collage to the right edge so the type column stays clear.
Cut it out. Move it around.
The collage is a kit of parts: a dozen cut shapes that can be rearranged per workshop, per season or per post. The type stays bold and black; the shapes do the changing.
Stacked wordmark top-left, bold sans headline, CTA bottom-right. Black type on the warm grey field.
Arrangement, density and color balance of the cut shapes. Workshop dates and themes slot in below the headline.
Landscape lets the shapes crowd three corners. Vertical pushes them to one edge and stacks the headline in three lines.
Two formats.
One identity.
The landscape hero and the vertical story were designed together so the campaign reads the same on a website banner and on a phone. This is the completed, deliverable artwork; everything in section 05 builds on it.
Words that match
the pictures.
Starter copy in the campaign’s voice — a headline, a supporting line, three social captions and an email subject. Written to show the tone; the business would refine every line.
Make something unexpected.
Supporting lineFloral workshops at Flower Song LA. Bring hands, leave the rules at the door.
Call to actionExplore floral workshops
- No symmetry required. Make something unexpected at our next workshop.
- Stems, scissors, strange color combinations. Explore floral workshops.
- You won’t make what you planned. That’s the good part.
Make something unexpected — new workshop dates
Completed assets.
Proposed extensions.
The two completed pieces are the complimentary concept. The rest is how the idea could grow if the business wants to take it further — each would be scoped separately and built from approved brand assets.
Campaign hero · 3:2
The landscape design on the board above.
Vertical story · 9:16
Story version with the collage pushed to one edge.
Stop-motion cut
The cut shapes shuffle into place frame by frame; the headline arrives last. Six seconds, loopable.
Workshop date series
A template where each session gets its own shape arrangement and date line — one post per workshop.
Print poster + stickers
An A2 poster for the studio and a small sticker sheet of the cut shapes for attendees.
The next move is the template: one layout, a kit of cut shapes, and a new arrangement for every workshop date.
Project scope & production notes
What this study covers
Campaign idea
Visual direction
Hero + vertical story design
Sample copy and rollout plan
Created as a complimentary, self-initiated concept and shared with the business as a proposal.
What it is not
An independent concept for a real business, created without its involvement. The artwork is AI-assisted and illustrative; it does not depict Flower Song LA’s arrangements.
No commission, client approval or measured results exist for this work. Motion, print and email items in the rollout are proposals only.
FlowerSchool
An evening in bloom.