COPYWRITING FOR A FLORIST

Jillian booked Ava and the Bee for marketing strategy, and part of that was a redesigned website and copy to match. 

the goal

Artistic - but also down-to-earth and irreverent

vibe

Jillian has the most fun brand voice - it’s all lowercase, uses lots of Very Online terms, and doesn’t shy away from expressing enthusiasm despite being laid-back. I went down a rabbit hole reading almost all of her Instagram captions (which happens to be a key part of my research process, btw) so that I could emulate it perfectly on the website.

A special shoutout to the copy for a flower cover, Jillian’s monthly drop of floral arrangements inspired by records. She let me go wild with early 2000s references here, throwing it back to the days when new albums dropped on Tuesdays and you had to go to the mall to get ‘em.

What I Loved

Website copy

deliverables

Wedding florals can feel intimidating - like you’re supposed to already know exactly what you want (when in fact, you couldn’t tell a ranunculus from a tuberose if a million dollars were on the line). Jillian loves to work with clients who can tell you what they like or don’t like, but don’t know how to get from hitting ‘like’ on Instagram to an actual vision for their wedding day.

The other thing we wanted the website to convey is the kind of florals JIllian does. While she adapts her style to her clients, we wanted couples to know that she can deliver weird, if that’s what they want. Moody. Gothic. Quirky. Or not, if that’s not their vibe - but the option is on the table.

The Message

“you know what you like (and what you don’t, which is maybe even more important). but getting from instagram saves to a cohesive floral design for your wedding? daunting.”

Favorite Line

“i was nervous but i think you did a really wonderful job. you wove my own language into something way more accessible and concise.”

What She Said

Brand design: Emeline Leyens
Web design: Ava and the Bee

the team