FlowerSchool
An evening in bloom.
An invitation-style campaign for private group workshops — ink botanicals, midnight aubergine and a line that reads like an RSVP card.
Campaign direction · Hero + story design · Rollout plan
An evening in bloom.
Why this line, for this business.
The business
FlowerSchool Los Angeles teaches floral design and offers private workshops for groups, teams and celebrations.
The goal
Make the private-workshop offer feel like an occasion worth booking — the kind of evening a host would want to send an invitation for.
The central idea
Treat the campaign as the invitation itself. Ink botanical drawings frame a generous dark field; an italic serif headline sits where the event name would go. No invented date, no price — just the feeling of an evening that has already been planned beautifully.
Draw, don’t photograph.
Fine ink line drawings keep the flowers illustrative and timeless, and leave room for the real arrangements to be the surprise on the night.
Invitation hierarchy.
Brand as a small two-line crest, headline in an exquisite italic, CTA as a single underlined line. Everything a printed card would have, nothing it wouldn’t.
Dark, warm, quiet.
Midnight aubergine with creamy ivory type and silver-green ink. It reads evening without reading nightclub.
Everything an invitation needs.
The layout mirrors a printed invitation: crest, headline, one line of detail, a botanical border. The same structure carries a public workshop calendar, a private-event inquiry page and the card a host sends to guests.
Two-line brand crest, italic serif headline centered, underlined CTA. Ink botanicals confined to the border.
Density of the border, the headline for the occasion, and an optional date line when a real event exists.
Landscape frames the headline with botanicals on both sides. Vertical gathers them top and bottom and brings the CTA closer to the headline.
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.
An evening in bloom.
Supporting linePrivate floral workshops at FlowerSchool Los Angeles, for teams, birthdays and the nights worth marking.
Call to actionExplore private workshops
- Gather your people. We’ll bring the flowers. An evening in bloom.
- Private workshops for groups of friends, teams and celebrations. Explore private workshops.
- Everyone leaves with an arrangement. Most leave with a new habit.
An evening in bloom — private workshops at FlowerSchool LA
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 botanicals gathered top and bottom.
Motion cut
Ink lines draw themselves in around the field; the headline settles last. Six seconds.
Printable invitation
A 5×7 card and matching email header a host can personalize with a date and guest list.
Workshop calendar template
The same crest-and-border layout carrying public workshop dates, one card per session.
The follow-on is the invitation card: the design already behaves like one, so printing it is the natural next step.
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 FlowerSchool Los Angeles’ arrangements or premises.
No commission, client approval or measured results exist for this work. Motion, print and email items in the rollout are proposals only.
Milla
A gift, beautifully considered.