TABLE OF CONTENTS
OUTCOMES
3 photoshoots inspired a revamp of Minot's entire communications system across email marketing and social media strategy.
OVERVIEW
Minot’s owner, Kerry Kip, reached out to Flourish to shoot lifestyle photography for social platforms.
SHOOT #1
Frost Scent Launch
Seaside dinner moment inspired by Minot's Eventide scent (amber, bergamot, sage).
While planning this shoot, Melody sent me a pin of crochet napkin rings. We both fell in love with them, but when we realized they were not for sale anywhere online. However, we were set on the idea, as we felt they would be the perfect motif to tie the table to the setting without being overly on-the-nose. So, I took matters into my own hands and decided to recreate the pin using embroidery thread, shells, and a Dremel to poke holes. The hand-crocheted napkin rings paired perfectly with baroque pearl cocktail picks. We used a cascading votive runner as the centerpiece to highlight Minot's mini candle collection, with low glassware to maintain sight lines and the ocean as a backdrop.
Impact: Featured on Minot's blog and Instagram as "How to Style a Stunning Summer Tablescape With Candles." Positioned the brand as a lifestyle authority. (Link to blog)
SHOOT #2
The Winter Collection Launch
Cozy, fire-lit interior featuring Minot's debut holiday collection: "Glow" and "Frost". For this shoot we mixed high-end and budget pieces for authentic styling, layering natural textures with firelight and natural window light for warmth.
Impact: Featured on the cover of Minot's 2025 Holiday Gift Guide. Demonstrated brand versatility across seasons. (link to blog)
SHOOT #3
The Self-Care Moment
Collaboration reel with No Issue Co, Minot's sustainable packaging provider, showcasing the unboxing experience and tactile appeal.
Close-up, in-hand moment showing Minot's beautiful packaging and product in natural light. Created for a collaboration with Noissueco (sustainable packaging), this shoot captured the immediate, sensory experience of holding a Minot candle.
Impact: Generated 31.4k views. Validated premium positioning in the eco-conscious market.
Tag
Elavating Minot's email marketing
We began by categorizing Minot's emails into three types: product story-driven, collection/themed, and sales/text-based. Before jumping into Figma, I analyzed their previous email correspondence and reviewed their brand guidelines to create a moodboard of layout ideas that felt true to their visual patterns. Then I wireframed modular templates in Figma that could be mixed and matched.
PRODUCT STORY-DRIVEN
Frost Scent Launch
Seaside dinner moment inspired by Minot's Eventide scent (amber, bergamot, sage).
While planning this shoot, Melody sent me a pin of crochet napkin rings. We both fell in love with them, but when we realized they were not for sale anywhere online. However, we were set on the idea, as we felt they would be the perfect motif to tie the table to the setting without being overly on-the-nose. So, I took matters into my own hands and decided to recreate the pin using embroidery thread, shells, and a Dremel to poke holes. The hand-crocheted napkin rings paired perfectly with baroque pearl cocktail picks. We used a cascading votive runner as the centerpiece to highlight Minot's mini candle collection, with low glassware to maintain sight lines and the ocean as a backdrop.
Impact: Featured on Minot's blog and Instagram as "How to Style a Stunning Summer Tablescape With Candles." Positioned the brand as a lifestyle authority. (Link to blog)
PRODUCT STORY-DRIVEN
ABOUT THE PROJECT
SUMMARY
Everly went from forgettable to unmistakable. The brand now carries weight — visually and verbally. It feels sharp, fast, and self-aware. It sounds like a team that knows who they are and who they’re building for.
The final delivery included full naming, brand strategy, visual identity, messaging, type system, and guidelines. Their new website now acts as both a sales tool and brand moment. Internally, the identity helped align the team around a clear story. Externally, it finally gave Everly the presence they were missinng.
