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NewsGraphic Design

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.

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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."

London Flower School logo featuring LFS initials above the school name in grey text on a light background
London Flower School website displayed on a desktop monitor showing the LFS homepage with a striking arrangement of flowers set against brutalist architecture
Monitor displaying the London Flower School website with a yellow flower in a geometric white vase on the left and text on the right
Two smartphones displaying the London Flower School app with minimalist blue and grey backgrounds featuring floral imagery and the LIFE branding
London Flower School website homepage displaying navigation menu, brutalist architecture with floral arrangement, and a grid layout showcasing various floristry courses and images of plants and flowers
London Flower School business cards with black and white design arranged diagonally, featuring the LFS logo on black cards paired with white cards containing text details
Grid of London Flower School brand identity materials showing black LFS logo squares and white pages with contact details and tagline Learn, Create, Inspire
Colourful flowers in a planter sit atop the angular concrete roof of the National Theatre's brutalist building against a clear blue sky
Yellow-green seed pod with curved dark stem arranged with white geometric sculptural forms and striped elements on neutral background
Colourful flowers including yellow, purple and deep red blooms cascade from the top of a brutalist concrete structure against a clear blue sky
Minimalist still life composition featuring delicate green plant stems and pale yellow-green flowers arranged against a geometric grey rectangle on a white background
Vibrant floral arrangement with extended stems and blooms mounted on the brutalist concrete architecture of the National Theatre against a clear blue sky
Minimalist floral arrangement featuring eucalyptus leaves and a delicate stem in a white vessel, framed by a curved brass ring on a white platform
Colourful wildflower arrangement cascading down a brutalist concrete wall against a pale sky
A green Monstera leaf with natural holes positioned against a textured concrete wall and clear blue sky
Deep purple sculptural flower form with textured stem casting shadow against sandy beige surface and pale blue sky
Floral arrangements featuring pink roses, purple dahlias and cream chrysanthemums arranged on a concrete ledge against a brutalist grey wall
Two florists wearing LFS aprons arrange colourful flowers including pink roses, purple dahlias and cream chrysanthemums at a white table against a textured concrete wall
Person holding a large bouquet of vibrant lime-green flowering parsley against a concrete wall
Three people in white aprons and black trousers stand at the National Theatre with scattered flower petals at their feet and floral arrangements above them
Hands arranging dried plant stems and foliage on a grey surface with scattered black seeds and twine
Person holding a large cascading arrangement of mixed foliage and pale pink flowers against a white background
Person holding a large bouquet of bright green chrysanthemum flowers in front of a concrete wall
Person holding a large green Monstera leaf with deep splits and holes against their body wearing dark navy and denim
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