Love Sophie Floral came to me mid-rebrand to develop a distinctive tone of voice and website copy that speaks to those ready-to-invest clients who value colour-drenched, personalised blooms.


But when you want to differentiate yourself in Melbourne’s saturated wedding floristry market, where everyone is playing it elegantly safe, the right words and messaging really do matter.



I developed a warm, playful tone of voice balanced with creative authority. The expressive, genuine style perfectly captures how Sophie naturally connects with clients. Next, I  reviewed competitor websites to map out a reverse messaging hierarchy. I flagged every overused word and generic phrase.

Then I layered in voice of customer research to surface the emotionally resonant language couples actually used to describe Soph’s work, their experience, and how it felt to have the flowers of their dreams.

And finally, I pulled in market insights around sustainability, personalisation, and the rise of online floristry to position Soph clearly and confidently in a saturated market.