Tolyn Designs is a wedding and event floral company.

Today, Tolyn Designs is the result of two individuals' paths inextricably linked by a shared passion for flowers, people and the relationship between them. Tolyn Designs came to fruition when Susan Sottile and Sandra Kaiser joined forces combining Astra Florists and Tolyn Designs. Tolyn Designs caters to weddings and events and has been operating for the last 10 years out of the Astra Florists location.

“Tolyn is a custom floral design company that brings beauty and unity to events for clients who have a vision or dream of making their special day symbolic. Designers Susan Sottile and Sandra Kaiser partner with clients and guide them through the Tolyn process for complete satisfaction and peace-of-mind.”

The communication approach will be two-fold:

To deliver an emotional experience through the marketing materials that reflects the experience received when working with Tolyn. This experience revolves around the “emotional journey,” the dreams and hopes that customers have when organizing their event. This will be achieved through the use of custom artwork on various themes based on the symbolism and geometry of flowers, perpetuating a dream state look and feel, or the “other worldliness of macro photography. This will then be combined with key messages identified earlier.

To instill confidence in the customer by explaining in simple terms, a structured process that ensures a customer’s vision is attained each and every time. To assist in differentiating Tolyn from its competitors, we will define Tolyn’s “design principals.” These principals will range from beliefs and values Tolyn operates under to specific principals of design pertaining to floral arrangement. 

I choose two typefaces, both being a clean modern font that has a firm all caps structure, or a simple elegance to communicate simplicity, delicacy or a feminine style.

The other approach used for the basis of the identity is the structure of flowers or “Inflorescence.” These patterns provide Tolyn the opportunity to use them as a visual or communication structure, or to demonstrate basic design principals in floral arrangement.