This speculative project explores how a heritage upholstery studio could use social media as a client-acquisition and education tool, rather than a purely aesthetic channel.

Inspired by Pepper’s Upholstery Studio Inc., the brief focuses on translating hands-on craftsmanship into a thoughtful digital presence that builds trust, filters inquiries, and attracts value-aligned clients who understand the investment behind restoration work.

The goal of this concept was not to redesign the brand, but to demonstrate how process-driven, editorial content can support real business outcomes while preserving the integrity of artisan craft.

Disclaimer: This is an independent concept project created for portfolio purposes and is not affiliated with the brand.

Bloom & borrow is an Edmonton-based faux floral rental company for modern brides, for whom I led a full-service social media campaign to launch their new collection. I handled the creative direction, photography and videography, editing, graphic design, and caption writing end-to-end.

The goal was to move beyond product-forward content and instead create an emotional visual narrative that conveyed warmth, romance, and possibility. Through cinematic reels, styled imagery, and storytelling captions, the campaign was designed to help brides envision their own wedding day, using bloom & borrow’s florals as the backdrop to moments they could imagine themselves in.