Personal Portfolio

2. Client Name:
Kathryn's Flower & Gift Shop
Description of the business:
Local Lynchburg Florist
Location:
3261 Fort Ave. Lynchburg, VA 24501

3. H I S T O R Y
• Kathryn's has been open over
70 years.
• Kathryn's is a family owned
and operated business
started by a husband and
wife.
• The LOGO has not changed
since originally opening.

5. Campaign Goals
1. Our goal is to capture the eyes of customers through our unique
design. We want to create a memorable brand identity that will reach
young adults and captivate older women.
2. Our goal is to make a simplistic logo that can be placed in various
different design schemes, while still maintaining a balanced look.
3. Our goal is to bring unity to all campaign deliverables so that they
appear to be collaborative and clean.
4. Our goal is to not change Kathryn's design too much, but to enhance
it in order to achieve a more successful brand identity.

6. Demographics
• 97% hip trendy, according to neighborhoodscouts.com - This neighborhood's median real estate
price is $92,524, which is less expensive than 93.3% of Virginia neighborhoods and 93.3% of all U.S.
neighborhoods. Median resident age is 28.7 years. Median household income is $39,374.

7. Competitors & Differentiation
1) Angelic Haven Flower & Gifts
2) Arthur's Flower Cart

8. Deliverables: Before & After

16. Reflection of how
the deliverables
support the
campaign goals.
• We created a simple logo that
worked under whatever design
circumstance it was put under.
• We specifically did not bring too
much crazy change to the design
so that customers would still
recognize Kathryn's logo; however,
we attempted to add more texture
to each piece we created.

17. Takeaways
1) Unity
2) Less is more
3) The smallest
details matter