TULIPINA

A world of its own

Tulipina is a worldwide luxury floral design and event studio founded by Kiana Underwood, known for painterly, color-saturated arrangements. Ruckus came on as a strategic partner to build brand equity beyond its founder: strategy, identity, guidelines, and a rebuilt website for a studio with homes in New York and Como, Italy.

A brand named for its artist

Tulipina's equity lived entirely in Kiana, capping how far the brand could travel without her onsite. Meanwhile the artistry lived on Instagram while the website fell behind, rarely doing the work justice. Ruckus needed to build equity around Tulipina itself, without dimming the creative fire at its center.

A story, a system, a site

Ruckus opened with a workshop to name what Tulipina is, who it's for, and what only it can do, then built the verbal foundation: positioning, mission, vision, tone, and a tagline, Where Luxury Blooms. A refined logo, sub marks, a Romie and Montserrat type pairing, and a palette drawn from the studio's world followed, all captured in a 45 page guidelines system.

The website came last: an editorial showcase and lead engine rebuilt end to end on WordPress, with five destinations from Weddings to Prints, full-bleed photography sequenced like a lookbook, and a considered store for prints and Kiana's books, designed responsive from the first wireframe so the artistry is never more than a thumb away.

A brand that can be in two places at once

What started as a single brief grew into an ongoing partnership carried on year over year. Tulipina now has one brand system spanning its two homes in New York and Como, a complete strategy and identity foundation, and a website finally worthy of the work.