Lovingly

As someone endlessly inspired by nature, getting to design with flowers at the center of my work felt like a dream. At Lovingly, I had the opportunity to bring my experience in branding, product development, and e-commerce into the floral industry.

My work spanned digital and physical touchpoints, from web, email, social campaigns, and in-store signage to trend research, seasonal color palettes, and the development of signature floral arrangements for our biggest holidays, including Valentine’s Day and Mother’s Day. I also art directed and led product photo and video shoots, creating imagery for both e-commerce and social.

As part of the creative and marketing team, my role extended well beyond brand design. I helped develop seasonal campaigns from concept through execution, shaping the visual direction, messaging, product presentation, and customer experience. During Valentine’s Day, our busiest holiday, I stepped out from behind the computer and onto the retail floor, helping customers select flowers and create their own bouquets. That direct interaction gave me valuable insight into the people I was designing for and how they experienced the brand.