American floral company unveils creative rebrand

FTD announced the launch of a full creative rebrand. Over the next several months, consumers and florist partners will see the new creative rollout across FTD touchpoints, including a redesigned version of its iconic Mercury Man® logo and updated branding across packaging, as well as fresh and focused product assortment and an elegantly modern website that provides an intuitive and streamlined shopping experience.

Under the direction of CEO Charlie Cole, who joined FTD in March 2020, FTD has implemented strategic and impactful changes across the business aimed at supporting its extensive network of florist partners. Key efforts include re-architecting the company's infrastructure to better serve its consumers and extensive network of florist partners, modernizing and simplifying its product offerings, and bringing in dynamic partners to help better serve new and existing customers.

"Following major consumer shifts and the overarching challenges of maintaining small, local businesses over the past couple of years, my goal since joining the team has been to invigorate FTD with innovation while recognizing our rich heritage and placing a renewed focus on our amazing florist partners, who are the foundation of our business," said Charlie Cole, CEO at FTD.

The creative rebrand for FTD was led internally by FTD's Chief Creative Officer, Annelies De Rouck, and in partnership with leading branding agency Base Design. ProFlowers, a subsidiary of FTD, will also begin rolling out a brand new look and feel today, which were built in partnership with strategic creative studio RoAndCo Studio. 

"The goal of this rebrand was to reimagine the giving experience for today's consumer and put forward creative and branding that feels modern and focused, while staying true to the legacy of the brand and FTD's place at the forefront of the floral industry," said De Rouck.

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