Flowers Across Melbourne came to me, looking for help in uncovering their Brand Essence & developing a new Brand language. It was an absolute pleasure working with all the florists in this process and I was overwhelmed with great creative ideas for the Brand and its communication. As is so often the case, staff instinctively know what their essence is and it’s my role to identify it amongst all the other ideas and develop it into a complete Brand. The concept of a “living logo” for the Brand identity and “making the world a more thoughtful place” for the Brand Purpose, came out of our work and was developed into a number of Brand Communication ideas.