Luxury copywriting — there’s no other way to describe this project for Glenna Joy Flowers, a wedding florist, stylist and flower farmer in California.
I often say that it’s bittersweet when projects end and that’s exactly how I feel about this. First off, I got the chance to chat all about flowers, weddings and styling with a fellow dog lover from California? I felt like I was dreaming the entire time and now I’m waking up to a gorgeous website, all thanks to the talent of Jacki from Foil & Ink, one of my favorite Showit web designers.
Let’s get to it! These were the notes we aimed for within Glenna’s copy.
Before I begin every project, we lay down the rules. What are we really going for here? And this is what we decided on.
The entire time, I kept going back to that second phrase — laid back California luxury. And it kept me right where I needed to be, for a brand statement like this.
“Our mission is to create creative, modern, romantic and organic styled floral arrangements all while building trusting relationships and providing an amazing client experience.”
“Hello — I’m Glenna, a florist in Santa Barbara and beyond who pairs modern, luxury florals with a relaxed process to get you that trendsetting wedding look you’re daydreaming about. I’m known for creating magic with homegrown flowers straight from my garden, combining an elegant, editorial look with a down-to-earth, artisanal approach. Locally sourced and styled to match the joy felt after ‘I do,’ let’s personalize your flowers with unbound textures and natural hues.”
Of course, after the project was done, we put together every strategic element necessary into an ever useful messaging guide. Sneak a peek at Glenna’s guide below!
I still can’t get over how it all turned out. View the new site here.