Art Direction: Kayla Velocci
The 2025 Philadelphia Flower Show theme, “ Gardens of Tomorrow" asks us to envision what the future of horticulture may look like when we embrace gardening as an act of hope.
My part of preparing the organization for our largest event of the year, and the largest flower show in the country, involved extending the show’s brand across holiday campaigns, installations, social content, and more. From August through the lead-up to the spring show, I produced a wide range of collateral within an established style guide, including ticket designs, vouchers, sales brochures, and exhibitor guides. A highlight of this work was the OOH signage I created, which received a Silver IFEA Pinnacle Award for Best Outdoor Signage.
Clear, consistent communication was essential to delivering this volume of work. I collaborated closely with my creative team, coordinated with project drivers across the organization, and maintained good partnerships with external vendors to guide each piece to completion. As much as I grew as a designer during this span of time, I grew even more as a communicator by learning to proactively close loops, set accurate timelines, and ask the right questions early to keep projects aligned and workflows smooth for our small team.