Project Description:

The Flower Garage returned to us three years after their initial website launch, and everything had changed. What began as Dani's garage-based passion project had blossomed into a thriving six-figure brand with multiple studios, national brand partnerships (Gucci, Sephora, Barstool Sports), and franchise ambitions. The original site no longer reflected the sophistication and scale of what her business had become. Through an extensive discovery questionnaire, we identified the core challenge: The Flower Garage now serves five distinct audiences—workshop attendees, private event hosts, wedding clients, shop customers, and potential franchisees, each requiring different messaging, user journeys, and conversion strategies.

We developed a strategic site architecture that honors each business segment while maintaining cohesive brand storytelling. The most critical strategic decision was creating a clear separation between workshop/event experiences (kept within The Flower Garage) and high-end wedding services (elegantly funneled to sister company Rose Violet Wedding & Events). This positioning protects both brands—keeping The Flower Garage approachable and community-focused while elevating Rose Violet as the luxury wedding specialist.

Then came design. The Flower Garage brand is vibrant, bold, and pattern-rich—beautiful but potentially overwhelming. We balanced the brand's energetic personality with strategic restraint, using custom GIF animations to add movement without chaos, and carefully curating photography and video assets that complement rather than compete with the bold patterns. Every visual element was selected to invite and excite while maintaining breathing room for users.

We enhanced engagement through subtle micro-interactions, thoughtful hover states, smooth scroll effects, and intuitive navigation patterns—that elevate the user experience without drawing attention to themselves. The result is a site that feels alive and responsive, mirroring the creative energy of the in-person workshop experience.

What We Delivered:

• Custom website redesign reflecting business growth from garage startup to six-figure multi-location brand
• Strategic homepage with clear value proposition, founder story, and pathways for five distinct audience types
• Comprehensive About page featuring Dani's 17-year journey, mission/values, team profiles, and brand partnership recognition
• Workshop hub showcasing public workshops, private experiences, mobile services, Flower Bar pop-ups, and studio rentals with detailed pricing and policies
• Dedicated Weddings & Events page strategically directing luxury inquiries to Rose Violet sister company while maintaining brand connection
• E-commerce Shop page featuring gift cards, fresh arrangements, Friday Flower Buckets, with pickup and delivery options
• Franchise opportunity page with FAQ section, business model overview, and multi-income stream positioning
• Contact and Locations pages with appointment-only studio information and future expansion messaging
• Custom GIF animations integrated throughout site for engaging visual storytelling
• Strategic visual curation balancing bold brand patterns with photography, video, and white space
• Micro-interaction design including hover effects, scroll animations, and intuitive navigation enhancements
• Mobile-responsive design optimized for browsing workshops, booking experiences, and shopping on-the-go
• SEO foundation with keyword optimization for floral workshops, Scottsdale events, and creative experiences
• Strategic backlink integration to brand partners, sponsors, and sister company for improved search visibility
• Clear conversion pathways customized for each business segment (workshop registration, event inquiry, shop purchases, franchise interest)
• Cohesive brand expression that feels elevated yet approachable, sophisticated yet welcoming—perfectly reflecting the "refined yet warm" brand positioning

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