Fresh approach to floristry: Supafrank & Reed Words help launch the London Flower School

London design and brand consultancy Supafrank has created a striking identity for the London Flower School, with the help of photographers, videographers and brand writing agency Reed Words. The school, now open in King’s Cross, was founded by Helen Dyson, a teacher, and Wagner Kreusch – artist and former Head Tutor at the McQueens flower school.

All images courtesy of Reed Words

All images courtesy of Reed Words

This combination of skills was the starting point for Supafrank’s design. Katie Steel, Creative Director of Supafrank, said: "We wanted it to be about creativity and education in equal measure. Our exploration led us to an aesthetic that we hope has the feeling of a strong educational institution with the rub of unrestrained creativity.

"Our approach is always focused around communicating personality in an approachable, compelling, yet practical way for our clients."

On the website, clean, geometrical backgrounds give delicate floral arrangements room to breathe. The personality all comes from the flowers. Helen Dyson, founder of the school, said: "We did a fantastic photoshoot at the National Theatre, with flowers set against the brutalist buildings. The result is incredibly striking: you really feel the organic beauty of the plants."

The brand’s voice, created by Reed Words, has a warmth that complements the visuals. Samuel Palin, Senior Writer at Reed Words, said: "We settled on a tagline – 'Learn, Create, Inspire' – that got to the heart of what Helen and Wagner are trying to do, then went from there. The school will attract students from all over the world. So the copy needed to be welcoming, and above all, clear."


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