BRAND GUIDE

ABBY ZIMMERMAN
 PROPOSAL
CLIENT HISTORY
The client I chose for this semester is Bloom Baby
Florals. This floral business was started by a close
friend, Georgie Frericks. Georgie started the business
in 2017. She has a love for flowers, their beauty and
what they represent, and wanted to share that same
love with others. She began by doing research on
different floral markets and began to make small
arrangements for family and friends. Starting out with
prom corsages and boutonnieres, she slowly grew
her business to include larger events and weddings.
And by the Summer of 2018, she had done full floral
arraignments for four different weddings, and the
business is consistently growing.
PRODUCTS/SERVICES
Bloom Baby Florals creates floral arrangements for
weddings and events. They do everything from concept
to completion to create a special touch for any event
that they are apart of.
MISSION STATEMENT AND GOALS
Because this is a fairly new business, there is not a
distinct mission statement for the business yet. But
when I asked the owner and founder about things that
her business strives for, she shared that she hopes to
use Bloom Baby as a vessel to share God’s beauty in a
unique way.
Currently being a one-woman business currently being
enrolled full-time at Ohio State, she does not have
an extensive amount of time to dedicate to creating
a brand of her own. One goal she has is to create a
business that is competitive with larger names in the
industry. She desires to create a brand image that
does just that by creating a timeless, sophisticated
and professional brand that clients see as trusted and
reliable. Bloom Baby seeks to increase brand awareness
and brand recognition, therefore further increasing
revenue made and events booked for the company.
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INTENDED AUDIENCE
Bloom Baby Florals intends to market their goods and
services to their key target audience – Bloom Babes.
A Bloom Babe is most likely in her late 20s - early
30s and is getting married next year to the man of
her dreams. She received her Bachelor’s degree a few
years ago, and now works as a for a local business in
Columbus, Ohio.
A Bloom Babe is adventurous, creative, and kind. She
cares deeply for people and is passionate about causes
that are important to her. She is a woman that goes
against the grain. On any given Saturday, you will find
her visiting her favorite local coffee shop checking
what’s new on her favorite blogs and websites, as well
as keeping updated on her social media. She loves to
read, write, and create. She is always on the lookout
try new things and seek out new adventures. While
a Bloom Babe can be many things, she is above all
herself. She is unique, and embraces who she has
been created to be despite the changing world of
trends around her. Potential publication outlets for
this particular audience would be through some print
publications, like fliers or magazines, as well as web-
based outlets, such as blogs, websites and social media.
VISUAL IDENTITY
I seek to convey a light, romantic, professional tone
through the visual identity I create for Bloom Baby. The
color palette is based off subtractive color with the use
of a complementary color scheme to help create unity
throughout the brand. The fonts were chosen to best
compliment one another with a selection of serif, sans
serif and script. The serif and sans serif font choices
are meant to be both legible and readable, where as
the script font is more so just legible, as it will only be
used for headings. The visual inspiration for the logos
stemmed from the desire to make this brand one that
is sophisticated, yet soft. The use of a serif style font,
paired with the hand-drawn flowers gives the logos an
elegance and uniqueness that the brand strives to be
about.
FONT FAMILIES

Sans Serif Font: Lato Serif Font: Didot

Lato Regular Didot Regular
Lato Thin Didot Italic
Lato Light Didot Bold
Lato Bold
Lato Italic Script Font:
Lato Bold Italic Autumn Chant

Regular

COLOR PROFILE

C: 53 M: 27 Y: 37 K: 1

C: 0 M: 1 Y: 17 K: 0

C: 0 M: 62 Y: 51 K: 0

C: 46 M: 22 Y: 46 K: 1
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 LOGO & LOGOTYPE
When I began to map out what I wanted this logo
to be, I considered the target audience of young
professional women who are looking for wedding
florals. This target population is between 23-35
year-old. They are hip and consistently on-trend
with the newest styles, as well as have an authentic
feel about them. I wanted this logo to resemble
the sophistication and class of an established and
well-respected business, as well as the uniqueness,
beauty and elegance that a wedding floral company
resembles. I chose Didot as the serif font for the logo
because I believe that this font brings structure and
sophistication and pairs nicely with the script font,
Autumn Chant. I wanted a script font that looked
handwritten and more unique, but was still legible to
read. I continued this contrast of sophistication and
authenticity with the logotype. I chose to keep the
Serif “B” and construct the logo around that. I thought
that because it is a floral business, adding flowers
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would be a good addition to the logo and an easy
thing to then incorporate in future designs. I chose a
eucalyptus green for the leaves and a light coral pink
for the flower of the logo to resemble a garden rose.
I used a free vector graphic for the stem and created
the rose part on my own. I created I vine-like design
that adds the uniqueness and personal touch to the
logo that I wanted. I also created a smaller version of
the flower to go on the lowercase “b” in Bloom Baby
for the combination mark. This was created so that it
could be used in a variety of different places, while still
remaining on brand for the company. I created two
different types of combination marks that could have
the possibility of both being used. If the client prefers
one combination mark over the other, then that is the
type that I will plan to move forward with. Overall I am
extremely happy and proud of the logo that I created
and the way that this project turned out.
ADVERTISEMENT
For my advertising assignment, I chose to use a single
visual layout design. I believe that using one visual
with a few impactful words was the most beneficial for
my ad. The visual in this picture shows the lead florist
of Bloom Baby with an arrangement that is similar to
a lot of the other arrangements she has made in the
past. As mentioned in my client proposal, one of my
intended audiences for Bloom Baby is someone in
need of florals for their wedding or high-class event. I
wanted to use a neutral photo like this one, because I
didn’t want to target a specific public, but more of her
entire audience as a while. The photo also incorporates
the element of color and the principle of balance. The
colors in this photo are a little over exposed, creating
a light and romantic, yet professional tone. I believe
that the white edges along with the lighter colors in the
middle symbolizes and relates well to the type events,
like weddings, for which Bloom Baby usually creates
florals. The element of contrast is also used within
the color scheme by using black letters against a white
background, which also ties in with the black in her
shirt. The principle of balance is shown in the way that
it is equally balanced horizontally with words on both
the top and bottom of the page. I also used the principle
of repetition in the font choice. While I could have
used another font, I chose to use the same font, Didot,
as I used for my logo at the top of the page. Didot is
a serif font, which adds to the classy and professional
feel of the ad. Overall, I am really proud of this ad, and
if I saw it sitting at a coffee shop or a local boutique I
would definitely pick it up and check out her Instagram
for more information. At that point, if I was even more
interested, there is also an email available that I could
contact and inquire further.
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 BROCHURE
For my brochure, I wanted to create something that
would catch the eye, and make people want to pick it
up off of a side table, or stand out at the coffee shop
amongst all of the other business cards brochures and
pamphlets laid out next to it. I designed the front of
the brochure with a lot of white space to help it stand
out when surrounded by clutter, but also as something
that is pretty enough to stand on its own. For the front
panel, page 5, I wanted to incorporate a photo of the
florist’s work, as well as key words that describe her
business. I used the rule of thirds to proportion the
words with the photo. Throughout the entire brochure,
I tried to stick to the colors of sage green, light coral
and white to keep the design cohesive. I wanted this
to be like a mini portfolio of work for the florist, so
I made sure to include large photos with a variety of
different bouquets and floral options. On the inside, I
also used the rule of thirds, but broke the pattern on
the right side to include a landscape oriented photo. I
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intentionally did this on the right two columns so that
when the first flap is opened but the second is closed,
it still makes sense remains as one cohesive design.
The sage borders around the photos tie into the floral
design in the logo creating cohesion in the design. I
decided to create an “about” section which would tell
a little bit about the company, the florist, and why she
began this business in the first place. Because each
client is unique and what they need is different, I didn’t
include a pricing section, but instead on the back panel
I included a “contact” section where the reader could
go to learn more about Bloom Baby and inquire about
using their florals at their next occasion. Overall, I am
really happy with the way that this brochure turned out.
I think that it targets the audience quite well. I think
that this brochure would be something that would
benefit this company greatly and be a great way to show
off the variety of work that they do.
 bloom baby
FLORALS
contact
email | bloombaby@gmail.com
detailed
thoughtful website | bloombabyflorals.com

captivating phone | 614.346.5632

florals instagram | @bloombabyflorals

about
loom baby began blah blah blah.
This will be a section about the lead
florist and how bloom baby began.
it will talk about her experience and
florals
for every
how she got into flowers and a few fun facts
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