With her business rapidly growing, I partnered with founder Courtney Kelly of Swell Botanics to refresh and expand the brand’s visual identity to better support its evolving business needs. The goal was to create a system that could scale alongside the studio while staying deeply connected to the emotional foundation of the brand.

Inspired by Courtney’s vision of “swell” as the feeling of heart-swelling joy that comes with receiving flowers, I developed a modular design system centered on this sentiment. The identity includes a custom pattern of leaf-filled hearts paired with a flexible palette of green tones, creating a cohesive visual language that feels both expressive and adaptable. The system was designed to keep the focus on Swell Botanics’ floral work while providing consistency across touchpoints as the business continues to expand.