Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
To borrow a line from Shakespeare, sometimes what’s past is prologue.
At least that seems to be the thinking at florist network FTD, which unveiled a rebranding that harkens back to its founding more than a century ago as a nonprofit collective.
“Rebrands are typically viewed as a reinvention, and it’s not often that you have such a rich story like FTD’s to work with,” Annelies De Rouck, the company’s chief creative officer, told Adweek. “For us, the real challenge here was determining how to fit 111 years of history into one clear and concise brand story that would resonate with both our customers and our florists.”
In particular, she said the brand wanted to reclaim its legacy in helping customers celebrate the moments of their lives.
“We are simply revealing what’s already there,” De Rouck added.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in