FlowerBX

A conscious repositioning for luxury flower brand.

POSITION

Creative Director

SECTOR

E-Commerce
D2C

DELIVERABLES

Creative Strategy
Brand Positioning
Campaign Strategy

Campaign Assets
CRM & Social Content
Brand Voice

CHALLENGE

FlowerBX was founded by former Tom Ford PR Director Whitney Bromberg Hawkings to bring single-stem luxury florals to market with a fashion-informed aesthetic. As the brand prepared to scale, I was brought in to support the founder in evolving the brand’s positioning, refining its storytelling, and making it more emotionally accessible to a broader audience—without compromising its luxury positioning. 

APPROACH

I led the creative direction of several repositioning campaigns that brought FlowerBX’s conscious values and craftsmanship to the forefront—while broadening emotional resonance and reach. Across campaigns, we highlighted the brand’s cut-to-order model, zero-waste ethos, and hand-tied floral arrangements—showcasing the thoughtful practices behind the product and creating space for more emotionally driven storytelling. 

SUCCESS

The repositioning work led to a 40% increase in social engagement and a 17% uplift in CRM open rates. FlowerBX evolved from niche luxury to a more emotionally resonant, lifestyle-led brand—broadening appeal without compromising its luxury positioning. The creative foundation set the stage for long-term growth across product, content, and channel strategy.

“Extraordinary flowers.
Cut-to-order. Consciously delivered”

SOCIAL SUCCESS

I created values-led content and storytelling across social and CRM—introducing ASMR-style video, behind-the-scenes moments, and more emotionally resonant messaging. Customer insight showed that modern consumers increasingly seek luxury brands that are also responsible, so we strategically leaned into FlowerBX’s sustainability values to align with this mindset and reach a broader audience. The work deepened engagement and helped support the successful introduction of new, more accessible product ranges—broadening the brand’s appeal without compromising its luxury positioning.

“Results included a 40% lift
in social engagement”

“Chic, sustainable and genuinely joyful to receive.”

— FlowerBX Customer