Katie Specht McCauley

1. Creative Direction
2. Brand Strategy
3. Brand Identity
4. 360 Rebrand Campaign
NEW YORK,NY 
2021
FTD Rebrand Campaign

A heritage company reclaiming the lost art of giving


For over a century, FTD has innovated in the floral delivery market by creating an international network of independent businesses, and connecting them with customers around the world. Tapping into the joy that we all experience through giving, a fresh identity brings the brand up-to-date, while celebrating its local-first approach, rich history, and stories of its talented florists.

The brand’s heritage was also reclaimed visually. The Mercury Man, FTD’s faithful insignia that is proudly displayed in florists’ windows in even the tiniest French villages, was too important not to retain. He is now accompanied by a logomark in a new contemporary typeface that also scribes the company’s founding date, providing a stamp of historic excellence and projecting its experience as a leader to today’s customers.

A lush and confident shade of green, chosen to complement blooms of all genera, forms the backbone of the identity. Simple art direction allows the beauty of the flowers to do all the work, uplifted by pale tones and soft radial gradients that highlight the shapes and hues of bouquets.

FTD’s relaunch galvanized the entire company; and the internal sales team delighted in sharing the updated look and feel with its florist collective––who now feel like they are part of a brand that truly represents their craft. Stories about these artisans also form a narrative through the company’s marketing and social media campaigns, providing well-deserved exposure to the businesses that facilitate the joy of giving, which is what FTD has always been about.



©KatieMcCauley

2022