Ande La Monica recently finished the re-branding of Cut 1 Floral Designs. Susan Alvarez, the owner and principal designer wanted to take her company to the next level. “We have clients in New York and New Jersey;” says Mrs. Alvares. “We adorn lobbies of luxury apartment buildings, restaurants, hotels, and cooperate buildings. We specialize in weddings and giving the bride and groom that unique touch of something special, and we wanted an identity to express that.”

The identity was redesigned from the ground up. “We wanted to get away form the corporate florist form of things which is generally too busy and very cold” said Ande. “Susan adds her individual touch to every arrangement and is on hand for every event. Giving flowers is a gesture from one person to another; it’s very intimate and personal. We wanted to express that in the design."

Ande continued, "The layout is clean and easy to navigate. The color palette is welcoming and friendly, the photography is editorial rather than advertisement, and the language is personal. These elements help elevate the brand and make it more appropriate for the audience."



The new identity has a prominent use of the logo as a graphic device. The typography was streamlined and stylized in order to be friendlier. The graphic treatments also add a bit of luxury. Flowers, by nature, are subjective, so it was important to create an identity package that “changes with the seasons… or in this case every month.”