refreshing, grounding and sustainable.
The PERSONALITY
A BALANCED APPROACH TO WELLNESS THAT IS
WWW.FLOURISH-LIVING.COM
Caroline started Flourish after being diagnosed with Type 1 Diabetes as a college student and having to learn how to make significant lifestyle adjustments. Her mission is to empower women to flourish in their lives and not just survive them. Working with Caroline is about as calm and refreshing as you’d imagine. Her approach to life, business, and creativity is thoughtful, spacious, and warm. Flourish aims to address the root cause of why our bodies suffer and through supportive community, preventative care, and natural remedies to help women get back to a place of energy, refreshment, and confidence.
When we first started working together in early 2021, she was pregnant with her second and looking for some extra creative help while on maternity leave. What transpired is a friendship and creative partnership that has far exceeded the confines of the internet. So after six months of working on content development, we decided to reimagine the Flourish brand. Caroline had never gone through an official branding process before, and we were excited to reevaluate the mission, impact, and potential of the company. By the end of 2021, Flourish had blossomed into a new chapter that is aligned, refreshed, and thriving.
ART DIRECTION
BALANCED // CALM SIMPLICITY // AUTHENTIC JOY // BLOSSOMING // REFRESHED OASIS // WHIMSICAL APOTHECARY // NATURAL
Our primary inspiration for the new brand was a reimagined apothecary, bringing light and joy into the field of plant-based medicines and “potions.” We were also inspired by the life cycle of a plant and wanted the entire brand to feel natural and organic. Drawing on the healing nature of a garden, we sought to create a visual oasis of peace and give off the perception of a new day unfolding.
Our overall art direction was inspired by botany books, as we wanted the new brand to feel like a grown-up next chapter for Flourish. The logo design is a combination of elegant classic typography and a bit of whimsy found in the flourish of the R, the slanted character of the H, and the detailed line art of the botanic that makes up the stem of the U. The logo mark is an heirloom-inspired oval emblem that mimics the botanical style of the main logo but in a traditional, simplified variation. This is meant to act as a detail to accompany the main logo and add flexibility to the logo palette.
LOCATION: MISSISSIPPI
INDUSTRY: WEALTH & HOLISTIC NUTRITION
SCOPE OF WORK
BRAND IDENTITY, VISUAL CONTENT DEVELOPMENT, ART DIRECTION, WEBSITE DESIGN, ILLUSTRATIONS, PRODUCT DEVELOPMENT, LAUNCH DESIGN
As we started to build the new identity, we wanted the overarching brand to have whimsical, illustrative visual cues that could be used throughout the site and give the digital experience a natural, organic atmosphere. We also looked at all digital products and offerings to find the consistent thread that would tie the old brand to the new in a way that felt intuitive instead of forced. We accomplished this with a simplified color palette that blended the style of brand photography and content from previous Flourish days into the new era.
Since launching the new brand in late fall 2021, we’ve seen higher engagement with the Flourish content and been able to slowly redesign all of the pre-existing products and programs for a visually cohesive full experience. As we continue building the brand in this next season, we have plans to announce an exciting new project currently in the works and further extend the impact of Flourish’ mission.
Flourish continues to be a Drop Cap brand partner, and I've loved getting to work with Caroline over the years to help her share her extensive knowledge with the world and craft beautiful experiences for her students.
CREDITS
WEBSITE TEMPLATE: TONIC SITE SHOP
LAUNCHED 2021 / @CAROLINE__POTTER
I feel like Kadie knows my brand better than I do! Her thoughtful design approach made my vision come to life better than I ever envisioned! She pushes the envelope in the best way and embraces a unique approach to design that is unlike anything else. The details of her logo creation and illustrations truly made my brand unique, elevated and personal and captured our design and marketing goals.
- CAROLINE POTTER, FLOURISH
YOU TOOK MY VISION AND
brought it to life.
OUR BRANDING SERVICES
STRATEGIC, STYLISH, CUSTOM
We don’t just create logos, we develop storytelling frameworks — an anchor that allows you to connect with your audience and be recognizable to them online. From this holistic approach, you’ll have more than a style guide at the end of your project, you’ll have an empire ready to disrupt your industry.
We are your studio if you want to do this the way.
right
BROWSE SERVICES
