FLOURISHING INTO THE FUTURE WITH CONSIDER THE WLDFLWRS
I have had the incredible privilege of witnessing Consider the Wldflwrs’ journey from the very beginning. Ten years ago, founder and owner Emily Eggebrecht launched CTWF’s very first jewelry collection online, and watched in both amazement and delight as every single one of her pieces quickly sold out.
And now, here we are, celebrating the remarkable milestone of ten years since CTWF made its online debut. As the anticipation builds, I am beyond thrilled to unveil the culmination of our recent dedication: the brand's new identity, a meticulously crafted website, and congratulate them on their soon-to-be completed flagship store. It is with great excitement that we invite you to join us on this incredible journey as we reminisce and celebrate them as they embark on this next chapter.
People do not buy goods and services. They buy Relations, stories, and magic.
-Seth Godin
What started in 2013 as an earnest love for jewelry has since turned into something much greater: a passion for the craft of jewelry making and a devotion to instilling meaning in every single piece. Now a decade older and a decade wiser, Consider the Wldflwrs has become Nashville’s choice local jeweler. They have spent these ten years not just designing and creating elegant modern jewelry, but also forging meaningful relationships with their clients; relationships they hope will last for decades to come.
But Consider the Wldflwrs wasn’t solely focused on fixing broken heirlooms or tightening loose prongs (although the business did eventually get into doing plenty of that type of work, too.) The fixes the team began to enjoy the most leaned more meaningful than material. Instead of fixing physical issues with jewelry, they instead used jewelry as a tool to solve emotional ones.
They found that they loved finding a wedding band to perfectly compliment a newly-engaged bride’s family heirloom engagement ring. That they loved working with clients to create meaningful, custom jewelry that could heal the heart of the wearer and share their story with the world. That they loved helping an excited boyfriend create the perfect, customized engagement ring for the woman he loved; the woman who would soon be his fiancé. And that still stands today; they love what they do.
Although the obvious perception of jewelry is that it makes the one who wears it appear more beautiful on the outside, in their work over the years, they found that jewelry did more than that. Jewelry serves as an outward expression of one’s internal strength, inherent beauty, and personal story.
As Emily, and the business, and the team continued to grow, Consider the Wldflwrs evolved into more than just a jewelry store. Their clients realized that, in addition to being a place they could buy something pretty, CTWF was a place they could find timeless pieces that could heal the heart and feed the soul.
And as Consider the Wldflwrs enters into the next decade, I’m honored to have been entrusted with the job of transforming and aligning the visuals with the intention and purpose the brand has blossomed into. With a deep understanding of their target audience and a commitment to delivering exceptional craftsmanship and meaningful experiences, the new branding captures the essence of their evolution. It reflects their dedication to curating timeless jewelry pieces that go beyond mere adornment, serving as vessels for personal stories and expressions of individuality. The refreshed branding embodies a harmonious blend of ethereal aesthetics, playful warmth, and a touch of modernity, perfectly encapsulating the essence of Consider the Wldflwrs' unique journey and setting the stage for continued growth and success in the years to come.
My design process is a bit different from what you'll typically find at other studios. I understand that not everyone has a natural knack for envisioning designs based on fragments or abstract concepts. Often times, design studios will present the client with isolated elements like black and white logotypes or vague logomarks - but this approach can be difficult for clients who have a "I will know it when I see it" mindset, leading to potential friction and decision-making challenges.
Instead of expecting clients to magically envision how a design will come to life based on bits and pieces, I take a more comprehensive approach. Instead of presenting fragmented design elements, I create three complete and cohesive presentations that showcase the design in its entirety. These presentations include a carefully curated color palette, moodboards, logotype, logomark, and applicable mockups tailored to the specific industry or context. By presenting the design in this holistic manner, clients can truly experience and visualize how the design will look and feel in real-world applications.
While this approach requires more upfront work, it ultimately results in a smoother decision-making process. By providing clients with a tangible representation of the design, they can make informed choices based on a clear understanding of how the design will translate into their brand's identity. This eliminates ambiguity and uncertainty, empowering clients to confidently select the design that aligns with their vision and goals.
Below are snippets from one of the three presented concepts.
The feedback process is designed to ensure a smooth and collaborative experience. In line with the Stanford study approach to creative feedback, commonly known as "I like, I wish, what if," I encourage open and constructive discussions with my clients. This framework facilitates a productive exchange of ideas, allowing both the client and myself to contribute to the evolution of the brand design. Once a direction is chosen, we proceed to the fine-tuning and build-out phase. To set the tone for the project, the chosen moodboard serves as a foundational element, guiding the remaining design process.
ALL IMAGES FROM PINTEREST
The core structure of all of the brand strategy and design projects that go through our process include three pillars:
CORE :
WHY
MISSION
VISION
VALUES
POSITIONING :
TARGET AUDIENCE
COMPETITOR ANALYSIS
AWARENESS GOALS
BRAND ARCHETYPE
MESSAGING :
BRAND ESSENCE
KEY WORDS
PERSONALITY
TONE OF VOICE
WHY
At Consider the Wldflwrs, our passion is to be the premier jewelry store in Nashville for all things bridal and beyond. We believe that jewelry should be more than just an accessory; it should be a symbol of love, commitment, and cherished memories that last a lifetime. Our purpose is to create a world-class shopping experience for our customers, offering a range of exceptional quality fine jewelry options for all occasions. We want to be the go-to destination for anniversary and milestone gifting for life, helping our customers mark their most special moments with unique and timeless pieces that will be cherished for generations. With a commitment to exceptional craftsmanship, personal relationships, and outstanding customer service, The Wldflwrs is more than just a jewelry store; we are a trusted partner in celebrating life’s most precious moments.
MISSION
At Consider the Wldflwrs, our passion is to be the premier jewelry store in Nashville for all things bridal and beyond. We believe that jewelry should be more than just an accessory; it should be a symbol of love, commitment, and cherished memories that last a lifetime. Our purpose is to create a world-class shopping experience for our customers, offering a range of exceptional quality fine jewelry options for all occasions. We want to be the go-to destination for anniversary and milestone gifting for life, helping our customers mark their most special moments with unique and timeless pieces that will be cherished for generations. With a commitment to exceptional craftsmanship, personal relationships, and outstanding customer service, The Wldflwrs is more than just a jewelry store; we are a trusted partner in celebrating life’s most precious moments.
Honing in on the target audience is crucial for any brand, as it allows for tailored and effective communication that resonates deeply with the intended recipients. With CTWF, a jewelry brand committed to creating personalized and meaningful pieces, understanding their target audience was paramount. This led to the development of a muse, Ivy, who embodied the characteristics, desires, and aspirations of the brand's ideal customers.
By creating Ivy as a representation of their target audience, CTWF was able to delve into her world, uncover her preferences, and gain insights into her jewelry needs and wants. We explored Ivy's lifestyle, her passions, and her values, going beyond demographics to understand the emotional and psychological drivers that would shape her choices. This allowed the brand to craft offerings, messaging, and experiences that would deeply resonate with Ivy and others like her.
With Ivy as their guiding muse, CTWF cultivated a brand experience that speaks directly to the hearts and desires of their ideal customers. By embracing her perspective and crafting offerings that catered to her aspirations, they fostered a deep connection with Ivy and others who share her mindset. This approach will enable CTWF to build lasting relationships, establish trust, and create jewelry pieces that truly resonate with their target audience.
TARGET AUDIENCE :
DESIRES AND HOPES :
Ivy desires to be strategic with her purchases, investing in pieces that she can wear often, and for a long time. She values quality and resourcefulness, and seeks out a few key investment pieces that will elevate her wardrobe, such as a classic leather jacket, and neutral designer pieces for special occasions. She also recognizes the importance of accessories in creating a polished look, and gravitates toward high-end bags, shoes, and jewelry to complete her outfits. While she values luxury, she wants to appear effortlessly chic and down-to-earth, embodying a casual, yet sophisticated vibe. She strives to be seen as unique and in-the-know, with a discerning eye that sets her apart from the crowd.
FEARS AND RESTLESSNESS :
Ivy fears making an investment purchase in something that doesn’t truly reflect who she is. When our customers are true to themselves, they intentionally select jewelry that represents and helps tell their unique story. However, when they make purchases based solely on current trends, they may realize later that the pieces no longer align with their personal style and values. This fear speaks to our belief that everyone is a unique wildflower and that we should intentionally purchase jewelry that speaks to our individuality rather than follow fleeting trends.
VALUES AND APPRECIATION :
Ivy has a deep love for fashion, art, and the local culture. She appreciates the freedom to choose what speaks to her and helps her to craft her unique story. Ivy values quality, investing in clothing that she can wear for years to come, and buying key investment pieces like a leather jacket or a few neutral designer items for special occasions. She also highly values accessories like bags, shoes, and jewelry that can elevate any outfit. Ivy loves to travel, with Europe being a favorite destination, and is passionate about the outdoors, gardening, reading, and taking relaxing baths. She enjoys the company of close friends and can be found reading books by Brene Brown or sharing a bottle of wine on a Friday night. Overall, Ivy desires to be seen as unique and in-the-know, while still maintaining a casual and down-to-earth demeanor, exuding a sense of casual luxury.
It is not uncommon for brands to have multiple target audiences, each with their own distinct needs, preferences, and concerns. CTWF is a prime example, as they cater not only to their core audience of jewelry enthusiasts but also extend their reach to a male audience who may be first-time engagement ring buyers. Understanding the unique challenges and trepidations that this segment may face, CTWF embraces a thoughtful approach to engage and support these individuals throughout their journey. From this strategic thinking comes a deeper understanding of how the design elements need to foster a sense of trust and understanding, assuring their male audience that they are not alone in navigating this significant milestone.
BRAND ESSENCE :
The essence of this brand is imbued with an ethereal quality, manifested through personalized, high-quality, and timeless jewelry, created to serve as a symbol of one’s unique story, cherished for eternity. A sanctuary of fine jewelry, providing a one-stop-shop for all bespoke requirements, including design, creation, restoration, and repair. We pride ourself on building lasting connections with its customers, preserving the heritage of each precious piece for posterity. Rooted in a reverence for intricate detail, exceptional craftsmanship, and a profound appreciation for the singularity of each individual. We represent the perfect blend of sophistication and casual luxury, seamlessly reflecting the values and lifestyle of its cherished target audience.
BLACK AND WHITE FLOWER IMAGERY BY JESS STEDDOM
In order to fully bring the comprehensive vision for the brand to life, it became crucial for us to harness the power of creative direction and visually convey the new and updated story of CTWF. Developing the art direction for Consider the Wldflwrs was a pivotal step in effectively communicating the brand's essence and narrative. Inspired by the name itself, which derives from the verse "Consider how the wildflowers grow, for they do not labor or spin," the art direction establishes a parallel between wildflowers and jewelry. Just as wildflowers grow effortlessly, jewelry acts as an external expression of one's inner beauty. To actualize this vision, Clark Brewer and our talented team dedicated themselves to capturing imagery that rooted the product visuals in the realm of wildflowers. Embracing the organic, delicate, and enchanting qualities of these blossoms, the art direction weaves a visual narrative that harmonizes with the brand's core values and enhances the overall brand experience.
Art directing a brand photoshoot involves a comprehensive and detailed process to ensure the desired visual aesthetic and brand essence are effectively captured. Let's delve into the step-by-step journey of art directing a brand photoshoot:
Establishing the Vision:
Begin by understanding the brand's identity, values, and target audience.
Create a mood board that includes reference images, color palettes, and visual inspirations.
Define the desired tone and style of the photoshoot, aligning it with the brand's overall aesthetic.
Shot List and Concept Development:
Collaborate with the creative team, including photographers, stylists, and models, to conceptualize the visual narrative.
Develop a shot list that outlines the specific images needed to convey the brand's messaging.
Determine the key elements, compositions, and angles required for each shot.
Location Scouting:
Identify potential locations that align with the brand's vision and complement the desired aesthetic.
Conduct site visits to evaluate the lighting, ambiance, and suitability for the photoshoot.
Consider both indoor and outdoor locations, ensuring they reflect the brand's identity.
Model Search and Casting:
Define the characteristics and qualities required for the models to represent the brand effectively.
Collaborate with modeling agencies or conduct open casting calls to find models who embody the desired brand image.
Select models who align with the target audience and bring the brand's vision to life.
Production Timelines and Logistics:
Develop a detailed production schedule that includes pre-production, shoot day, and post-production activities.
Coordinate with the creative team, including photographers, stylists, makeup artists, and models, to ensure availability and alignment.
Plan for any necessary props, wardrobe, or equipment, considering the desired visual outcomes.
Arrange for hair and makeup artists to create the desired look for the models.
Photoshoot Execution:
Direct the photoshoot, ensuring that the desired shots, compositions, and lighting are achieved.
Provide clear guidance to the creative team, models, and crew to maintain consistency with the brand's visual identity.
Continuously refer to the mood board and shot list to ensure the intended concept and style are captured.
Images by Clark Brewer :
With the grand opening of their new space, the celebration of their 10-year anniversary, and an exciting rebrand, Consider the WLDFLWRS invites you to join in the festivities. If you find yourself in Nashville, don't miss the chance to pop into their new location and immerse yourself in the world of wildflower-inspired beauty. Experience firsthand the essence of their brand, where joy is essential, and every piece tells a unique tale.
