I developed the brand strategy and website for El Camino de Flores, a mobile floral studio rooted in sustainability, cultural heritage, and community care. The work centered on translating the founder’s personal history, values, and relationship to the land into a clear brand narrative and digital presence.

My contribution included:

• Developing brand positioning and narrative based on local competition, grounded in the founder’s heritage, values, and passion for her work

• Defining brand voice, tone, and messaging to balance warmth, intention, and clarity

• Structuring and writing website copy that delivered a cohesive user experience