CLIENT EXPERIENCE & EVENT PRODUCTION

ARTISTRY IN BLOOM

PRODUCT & SERVICE DESIGN
Branding  |  Business Development  |  Content Creation  |  Client Experience  |  Event Production
For SF.Fleur

OVERVIEW
After years of agency work, I founded SF Fleur, a floral and event design business in Hawai‘i. The brand needed to stand out in a saturated market of wedding and event florists, where many focused on volume rather than artistry.

CHALLENGE
Build a boutique lifestyle brand that communicated sophistication, intimacy, and beauty, online and offline, while navigating the challenges of sourcing and shipping unique floral product to Hawai‘i, and scaling services across events, workshops, and commerce.

APPROACH
I treated SF Fleur as both a creative outlet and a full-scale brand strategy project:
Identity Design: Developed a brand system blending French-influenced elegance with island-inspired warmth.
Digital Presence: Built a Shopify storefront optimized for inquiries, sales, and showcasing portfolio work utilizing Zapier to assist in automation of administrative tasks and lead-gen funnels.
Service Design: Curated a client journey from moodboard to finished event, ensuring consistency in tone, aesthetic, and delivery.
Innovation: Explored digital tools like a DIY wedding floral calculator to empower clients and create scalable offerings beyond in-person events.
Partnerships: Created wedding feature content on a blog that featured local photographers, vendors and styling ideas for inspiration.

SOLUTION
A cohesive lifestyle brand expressed through logo, packaging, digital design, and curated event styling.
Shopify website integrating e-commerce with service-based sales.
Workshops, pop-ups & partnered marketing activations designed as experiential brand extensions.
Development of a digital product as a way to scale services and differentiate from traditional florists.

OUTCOME
Entrepreneurial Success: Built a recognizable brand that attracted both local and destination clients in Hawai‘i.
Diversification: Extended beyond traditional event florals into digital tools and experiential workshops, marketing activations and floral styling.
Transferable Credibility: Demonstrated the ability to launch and sustain a lifestyle brand.

Photography Credits: Emily Choy, Theel Wedding Productions, Masha Sakhno, Michelle Jost, Taylor Dewey, Anna Kreative, Meghan Charlotte, Grace Troutman, Shalane Trayler

FlORAL STYLING

© 2025 SYLVIA FOURES