A conscious repositioning for luxury flower brand.
FlowerBX
FLOWERBX, the luxury floral brand founded by former Tom Ford PR Director Whitney Bromberg Hawkings, brought me in as Creative Director to lead a full repositioning. The brand needed to expand beyond its fashion-led core, opening up to a broader, more diverse audience while leaning into their social-conscious ethos. Our work redefined its positioning to ensure FLOWERBX remains both true to its luxury roots and relevant to today’s values.
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Creative Director
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E-Commerce
D2C -
Creative Strategy
Brand Positioning
Art Direction
Campaign Strategy
Content Marketing
Verbal Identity -
FLOWERBX had become the fashion industry’s insider secret for luxury florals. As the brand prepared to scale, the challenge was to evolve from niche to global player. That meant repositioning for a broader, more diverse audience while protecting its distinct aesthetic and sense of modern luxury. At the same time, the brand needed to surface its social and environmental commitments, ensuring they became part of the story, not an afterthought. The task was to refine the positioning so FLOWERBX could grow in relevance and reach, without diluting the elegance that made it desirable in the first place.
In short, FLOWERBX needed to expand its world without losing its edge. -
We began by looking beyond the obvious luxury audience to understand a wider set of customers and what they truly valued. What emerged was clear: modern consumers were willing to invest in brands that reflected their principles as well as their taste. Sustainability wasn’t a trade-off, it was an expectation.
The task wasn’t to invent new stories but to reframe what was already embedded in FLOWERBX: its cut-to-order model, zero-waste operations and locally hand-tied arrangements. These weren’t operational details; they were proof points of care, responsibility and modernity.
We repositioned these practices as central to the brand’s narrative, creating space for FLOWERBX to speak more emotionally and with greater boldness about what it stood for. Through campaigns, content and CRM, we shifted the conversation from pure luxury to thoughtful luxury, helping customers feel not only the beauty of what they were buying, but also the integrity behind it. -
The repositioning drove a 40% uplift in social engagement and a 17% increase in CRM open rates. More than metrics, it marked a shift in how the brand was perceived. FLOWERBX moved from niche luxury to a more emotionally resonant, lifestyle-led brand, broadening its appeal while holding fast to its luxury positioning.
The creative foundation we built became a platform for long-term growth, informing product development, content, and channel strategy and ensuring the brand could scale with clarity and consistency.
“Extraordinary flowers.
Cut-to-order. Consciously delivered”
Results included a 40% lift
in social engagement
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We developed values-led content and storytelling across social and CRM, introducing ASMR-style video, behind-the-scenes moments, and more emotionally resonant messaging. Insights showed that today’s luxury consumers increasingly expect brands to be both aspirational and responsible, so we leaned into FLOWERBX’s sustainability commitments to connect with this mindset and expand reach.
The shift deepened engagement and supported the successful launch of new, more accessible product ranges, broadening the brand’s appeal while preserving its luxury positioning.
“Chic, sustainable and genuinely joyful to receive.”
FlowerBX Customer
