Brand Identity & Custom Website Redesign
Client
PJ's PetalsWhat We Did
Brand Identity & Custom Website Redesign
The Big Result
A premium digital presence that matches the quality of her floral design.
Year
2026
Phyllis Rooney is the hands and heart behind PJ’s Petals. Operating from a beautiful studio at Bourock Barn in Dumfries, she is a fiercely independent florist. Having trained at London's prestigious Covent Garden Academy of Flowers, she brings Covent Garden-trained technique to local weddings and respectfully crafted funeral tributes.
When Phyllis came to us, she had a massive disconnect between her real-world service and her digital presence. Her website was built on a generic, off-the-shelf template.
In an industry flooded with faceless, "click-and-send" relay networks and call centres, her template website was making her look like just another generic online flower shop. It completely hid her biggest unique selling point: the fact that she provides a deeply personal, highly skilled, and strictly independent service. Her website didn't look like a London-trained florist; it looked like a supermarket.
Applying The Copper Method
01. The Honest Health Check (Audit)
We looked at the local floral market and realised Phyllis shouldn't be competing on price with bulk flower networks. We needed to highlight her story—that when you call PJ's Petals, you don't get a sales team, you get the actual person who gets up early to condition the stems.
02. The Strategic Blueprint (Plan)
We scrapped the generic template. We designed a site structure that put her stunning portfolio front and center, creating a 'showstopper' gallery feel. We also structured the site to highlight her deep knowledge of local venues—from the lighting in the Blacksmiths Shop at Gretna Green to the logistics of local crematorium.
03. The Build (Build)
We built a fast, beautifully branded custom website that finally reflected her premium training. We made sure the design felt warm, rustic, and deeply personal, emphasizing her 'cup of tea and a chat' approach to consultations. We made it incredibly easy for clients to browse her past work and reach out directly.
04. The Growth Partnership (Grow)
We optimised the site so that local couples planning weddings and families organizing tributes could easily find her on Google. By stripping away the generic 'buy now' feel and replacing it with a custom, story-driven experience, the site now naturally attracts clients who appreciate true craftsmanship.
A Brand That Tells a Story
PJ's Petals now has a digital presence that acts as a true reflection of the business. It is warm, premium, and undeniably independent. Phyllis is no longer losing high-end wedding and tribute enquiries to lesser florists with flashier websites. Her digital front door finally matches the quality of the flowers she delivers.
"Absolutely blown away by my new website! Adam was great from first contact right through the whole process. He totally supported my vision and goals to support my business and the new site is so much better than I could’ve imagined. He clearly cares and he has absolutely delivered for me and my business."
Phyllis Rooney
Founder, PJ's Petals
See the highlights
of this project.
Identity
A warm, premium brand that reflects her Covent Garden training.
