Set One

Set Two

Final Logo

Scope: One client, two determined design teams, and a Pinterest board work together to tackle a very distinct goal.


Floralescence is an up-and-coming online boutique that delivers long-lasting, dried and preserved flower arrangements for all special occasions.


Design, as with any creative work, is subjective. Finding common ground sometimes requires heavy facilitation and a world of patience. When we first met with Floralescence, the owner had a very distinct logo concept in mind and a massive Pinterest board of ideas to create a baseline.

To further define this baseline, we put together our first set of concepts and met with the client to review. None of our initial concepts stuck. So, we collaborated to implement an additional design strategy, which included A/B tests of fonts, typography, and supporting logo elements. Quickly, we turned around a second presentation, where our client said: “You guys did everything I asked for, but it’s still not what I’m looking for.”

Determined, our project management team again dissected each logo, narrowing the client’s focus to determine what she liked, and what she thought was missing. Following this careful observation, we decided to involve at no additional cost a second team of designers. Using a fresh lens, and all prior client interactions, the second team filled in the last missing piece, a hand-drawn wreath. Once assembled, Floralescence only had three words for Orpical, “It is perfect…”

  • Logo Design