Mountain Ash Foliage & Floral is a florist service located in Steamboat Springs, Colorado. They specialize in event and design styling, dinner party styling, destination weddings, creative direction, bouquets, installations, and prop & photoshoot styling.

I was hired by Ashely Noone, owner and operator of Mountain Ash, to establish and elevate brand – this included a full branding package, new logos, marketing material and campaigns, a website redesign, and more ongoing work.

Mountain Ash Foliage & Floral

2024

Branding

For the rebranding, I drew on many elements from their original branding. I created several mood boards and sketched out different concepts. Through collaboration and creativity, we were able to develop something truly special!

  • Originally, the design had a very bright color scheme, which I felt overshadowed the content and distracted from the vibrant floral patterns. I opted for a color palette that includes a variety of hues, but all in muted tones. While there are many colors, I believe not all need to be used at once. It’s fun to work with a broad range, but I prefer to focus on primary and secondary colors, using them intentionally for balance.

  • I chose Bodoni 72 and Avenir for the typography. Bodoni is a serif typeface with a large family of styles, offering a range of sizes, weights, and italics. Its elegant flair makes it ideal for Mountain Ash, striking a balance between professional, upscale, and approachable. Avenir, a clean and modern sans-serif typeface, will be used for body text due to its readability. Both fonts bring a professional yet playful feel to the design!

  • I drew inspiration from their old logo to create the new one. I started by flipping and silhouetting the original mountain ash sketch, then reshaped it, added more texture, and incorporated a flowing crossbar to form the 'A.' The result is a perfect balance of professionalism and playfulness!

Website Redesign

While recreating the website, we kept four main goals in mind; Accessibility, Diversity, Hierarchy, and Structure.

The aim was to shift focus towards a target audience while still showing the diverse range of projects and capabilities of Mountain Ash. We also wanted to create a better flow throughout the site, making information easily accessible.

You can view the full site by clicking the button below (site opens in a new window).