Edges Wild: Showit Website Design for Folklore-Inspired Florist 

When your work is rooted in folklore, storytelling and the strange beauty of the natural world, your website shouldn’t feel like just another florist website. For Edges Wild Studio, I created a custom brand identity and Showit Website for Wedding Florist that feels every bit as unusual, earthy and story-led as the work itself.

Based in Houston, Texas, Edges Wild is a folk-art floristry studio creating bespoke floral design for weddings, editorial projects, brand campaigns, set designs and more. Their approach goes far beyond traditional floristry,  incorporating research, concept development, custom fabrication, prop sourcing and a deep love of folklore.

So naturally, this called for something a little different.

View the Edges Wild Studio website

A folklore-inspired brand for a florist who does things differently

The starting point for this project was creating a visual identity that could capture the slightly strange, wonderfully wild world of Edges Wild.

The brand needed to feel folkloric, earthy, artistic and a little uncanny without becoming overly rustic or falling into the usual visual language of wedding floristry.

Edges Wild describes its practice as “folk art floristry”: floral design rooted in the storied, strange and uncanny, with an emphasis on memory, myth and creating work that feels as though it has grown naturally from the landscape.

That became the foundation for the brand direction.

Think:

• Folk art and old-world storytelling
• Wild botanicals and forest edges
• Curious little details
• Earthy, organic textures
• A touch of the unusual
• A visual world that feels discovered rather than manufactured
• An old botany book with labels and research finding 

Rooted in experience, not just floristry

One of the biggest challenges with this project was that Hannah’s existing website simply didn’t reflect the depth of her work. On the surface, she was a wedding florist. But that description barely scratched the surface of what she actually does.

Alongside weddings, Hannah creates incredible floral installations for brands, set designs, music videos and editorial projects. Her portfolio includes work for NASA and Solange Knowles — a pretty remarkable body of work that deserved to be positioned very differently.

The new florist website design therefore wasn’t about simply giving a florist a prettier online portfolio. It was about changing the perception of the business.

Rather than positioning Hannah purely as a wedding florist, we leaned into the idea of her as a world builder. That shift in positioning became one of the most important parts of the project.

Because when someone is capable of creating an entire visual world through flowers, installations and set design, calling them “just a florist” suddenly feels far too small.

From florist to world builder: Showit Website for Wedding Florist

The idea of the world builder gave us a much richer creative direction to work with. It allowed the brand to embrace Hannah’s folkloric personality while also communicating her experience, creative intelligence and breadth of expertise.

It’s the difference between showcasing a collection of images and creating a brand experience that helps the right clients understand the value of what you do. For a creative business with such an extensive portfolio, the website needed to make that expertise immediately apparent.

Designing a custom Showit website for a wedding florist

With the brand identity and positioning established, I translated that visual world into a custom Showit website — creating a SShowit Website for Wedding Florist that could showcase the full breadth of Hannah’s work.

Showit was a particularly good fit for this project because it allowed me to create a highly art-directed experience without compromising the practical side of the website. The goal wasn’t simply to make a pretty florist website.

It needed to communicate what makes Edges Wild different, guide potential clients through the different types of work Hannah creates, and give the imagery enough space to breathe.

Most importantly, the wedding florist website needed to make a very broad portfolio feel intentional rather than overwhelming.

That meant carefully considering how the projects were organised and how someone would move through the work.

Building atmosphere into the portfolio

The portfolio pages became a particularly important part of the custom Showit website design. Rather than treating every project as a simple gallery, we created thoughtfully considered portfolio pages that could give each body of work room to tell its own story.

This was especially important because Hannah’s work spans very different types of commissions. A wedding installation needs to be experienced differently from a commercial brand project or a music video set.

The website architecture allows those different projects to sit comfortably within the same world while still communicating the range and versatility. We needed a portfolio that didn’t just show off the work but creates an atmosphere around it. Because that’s exactly what Hannah does herself.

Making the website feel like stepping into the Edges Wild world

One of my favourite things about this project was being able to push the art direction further than you might expect from a typical florist website design.

Rather than relying on the predictable combination of elegant serif typography, pastel florals and polished wedding imagery, the website feels more like entering a little folklore-inspired world.

There are moments of movement, texture and visual intrigue alongside the photography, creating a website that feels immersive rather than purely informational.

The visual direction draws on the same sense of curiosity that runs through Hannah’s work,  natural, slightly strange, tactile and deeply considered. It feels rooted in the earth without becoming overly rustic. It feels artistic without becoming inaccessible. And most importantly, it feels like Edges Wild.

A florist website with storytelling at its heart

Storytelling became one of the strongest threads running through the website.

Edges Wild’s clients aren’t necessarily looking for traditional floristry. They’re looking for flowers that communicate something — a feeling, a memory, a story or a particular atmosphere.

The website reflects that through copy and structure, giving potential clients an understanding of Hannah’s approach before they ever enquire. There’s room to explore the philosophy behind Folk Art Floristry, discover previous projects, learn about Hannah and understand the different ways Edges Wild can bring a concept to life.

The website therefore needed to do more than explain what Hannah does. It needed to communicate why her work is different. And that’s something I always want to achieve with a creative business website: the website should feel like an extension of the work.

Why a custom Showit website works so well for Florists

For photographers, florists, wedding suppliers and other visually-led creatives, your website has a particularly important job. It needs to show people what you make, but it also needs to communicate how it feels to work with you.

A Showit website for a florist gives you much more freedom to create an experience around your work rather than squeezing your business into a generic template. And for established creatives in particular, your website needs to do more than look good.

It needs to position you at the level you’re ready to work at.

For Hannah, that meant creating a website that could communicate the scale of her experience, the breadth of her portfolio and the depth of her creative process — while still retaining the folkloric, wonderfully strange personality that makes Edges Wild so memorable.

For florists considering Showit website design, this is exactly why I love the platform. It gives you the flexibility to create something highly individual, image-led and completely aligned with your brand.

The finished project

For me, this project is a great example of what happens when branding, positioning and website design for florists are considered together. We weren’t simply designing a florist website. We were creating a digital world for a creative person who builds worlds herself.

From the folklore-inspired branding to the custom Showit website, every part of the project was designed to make Edges Wild feel as distinctive online as it does in the real world. Wild around the edges.

I’m so pleased with how this Showit Website for Wedding Florist came together for Edges Wild Studio. It’s a great example of why I love working with creative businesses that don’t want to look like everyone else.

If you’re a florist, wedding creative or artistic small business looking for a Showit website designer who can create a website that actually feels like you, I’d love to hear about your project.

See the Edges Wild Studio website

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