Built on intention and a belief that beauty can be both fleeting and lasting, Camelback Flowershop has become a destination for design-minded floristry. Working closely with the owner and creative director, I helped articulate this vision through campaign development, copywriting, packaging, website and CRM design. By defining a distinct voice and refining the brand’s digital presence, the work positioned Camelback as a destination not only in person but online, driving revenue and expanding its share of business through elevated storytelling and design.