Mary Baum has a great concept: live flowers last a day, photos last a lifetime. For relatively the same budget, a bride can have two to three times the visual impact by renting arrangements from her. And Mary has an ace up her sleeve: she works in silks, which allows her to sculpt arrangements never before seen.
The ah-ha moment was the realization that the real value didn't reside in the ability to duplicate floral arrangements more cost-effectively using silks. The brand promise is founded on the idea that The Silk Canopy can provide innovative design that is unencumbered by the limitations of fresh flowers. Mary's ability to select only the highest quality, most realistic synthetic flowers has fooled even the trained eye. Her products appear so real that she spends much of her time at bridal conventions trying to convince passersby that her arrangements do not use fresh flowers.
For all of these reasons above, we enjoyed this assignment immensely. That, and it's exciting to watch a startup with a unique idea unfold before our eyes. Openfield Creative created the brand identity, website and WordPress-based CMS that allows The Silk Canopy to keep their site content up-to-date at a moment's notice. Additionally, OFC is working with The Silk Canopy to extend its reach via social media outlets.