Concept · Social media and design
Bloom & Field: Social Media Content Concept
A social media content system for a fictional Toronto florist: branded templates, a monthly calendar and short-form video ideas built to grow local orders.
Project overview
Bloom & Field is a concept social media program for an imagined independent florist in Toronto. It shows how we turn a small business’s everyday work into a consistent, recognisable feed that drives enquiries and seasonal orders.
The brief we set ourselves
Create a feed that looks cohesive at a glance, a simple monthly rhythm the owner can keep up with, and seasonal campaigns around Valentine’s Day, Mother’s Day and weddings.
Concept project: self-initiated work for a fictional brand, created to show our strategy and design approach. It is not client work and shows no client results.
At a glance
- Type
- Concept project
- Industry
- Retail (florist)
- Channels
- Instagram, Facebook, Reels
- Deliverables
- Templates, calendar, video ideas
What we planned and designed
The core pieces of this concept.
Content pillars
Behind the scenes, arrangements, care tips and customer moments.
Branded templates
Post and story templates in a soft, floral palette.
Monthly calendar
A realistic posting rhythm with seasonal peaks planned in.
Reels concepts
Short videos of arrangements being made and delivered.
Seasonal campaigns
Valentine's Day, Mother's Day and wedding season pushes.
Order prompts
Clear calls to action linking posts to online ordering.
Our approach
How we developed the concept.
Discover
Defined the brand voice and audience.
Design
Created the palette and templates.
Plan
Built the content pillars and calendar.
Activate
Planned seasonal campaigns and paid boosts.
Key decisions
- A recognisable grid using a limited palette and consistent framing.
- Video first, because process videos suit flowers naturally.
- Every post links to ordering so engagement can become sales.
What we would measure
The KPIs we would track if this were a live campaign.
- Reach
- Engagement rate
- Profile visits
- Orders from social
- Follower growth
Services used
Want a feed that sells?
Call +1 647-739-1798 or email info@angelesmarketing.ca.