Portfolio: Earthy Squarespace website design for an artsy wedding florist
The old Squarespace website
For years, Thurman & Fig Florals had been representing their company through an outdated Squarespace website that had no, shall we say, flavor. They’d worked super hard to build a waitlist of fans who wanted to hire them for their wedding, grow their team, and refine their artistic style. And now they decided it was time for their website to reflect that!
They wanted the design to show off their high-end taste, convey the luxury-level service they provide, and attract the types of clients in Maryland they adore: couples who aren’t afraid to be unique.
Here’s a peek at what we started with:
The new design scheme
One problem I found with the old design scheme (or more accurately, lack thereof), is how plain and cold it felt. It’s an all-white background, black text, with very basic fonts. It’s the picture of simplicity - but Thurman & Fig does not embody simplicity.
When owner Carly filled out my brand questionnaire, these were words she used to describe their work: creative, warm, curated, cool without being arrogant, ignited while calm.
She also wanted to portray a mix of masculine & feminine, and evoke the smell of warm spices. I love how clear she was on the atmosphere she wanted to create for her brand!
To bring this to life, I felt that we should move way from white & black and instead use taupe, charcoal, & warm shades in between. To inject a little creative energy into the mix, I also chose a bright orange to be used sparingly as an accent color.
It’s also super important that the new scheme really celebrated Thurman & Fig’s work, so the entire color palette is derived from their portfolio images, as you can see below:
after the makeover
Another issue with the old website is that the layout of info was very standard and straightforward. Again, there’s nothing wrong with this if your goal is to convey minimalism & simplicity, but in this case the brand is meant to be unique. So I used a variety of shifting layouts to keep things a bit unexpected.
I also chose to work with an unexpected mix of font styles with high-contrast sizing, to give that “cool” factor & create an editorial feel.
Lastly I made sure that everything was super legible & organized intuitively, both on desktop and mobile — since usability is the number 1 factor in getting a website to convert.
Best of all, this transformation only took 1 week!
Check out the new design below:
This new design is much more likely to appeal to those who value high-end, creative floral design at their wedding, don’tcha think? We loved how it turned out!
need to re-work your existing website?
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I have two custom design spaces available per quarter.
