The challenge

Designing for others often comes with a clear framework and objective. Designing for yourself can be far more complex. The main challenge in building Superbloom was navigating my own perfectionism and the constant awareness of how many directions the brand could take. With a background in branding and storytelling, I could see many possible paths, which made decision-making slower and more introspective than in a typical client project. Rather than rushing toward a final aesthetic, the process required stepping back and focusing on what truly mattered. The goal was not to create something perfect, but to create something honest and aligned with the work I want to do.

Design approach

The design approach focused on clarity, restraint, and atmosphere.

Visually, the identity draws from editorial design and quiet, tactile references such as paper textures, soft color palettes, and subtle typography. The intention was to create a brand that feels calm, thoughtful, and timeless rather than overly polished or trend-driven.

The website experience was designed to highlight the work itself. Generous spacing, simple navigation, and minimal animation allow the projects and storytelling to remain the focus.

Superbloom ultimately became an exploration of how design can balance strategy and sensitivity, creating a space where creativity, storytelling, and purpose-driven brands can meet.

Designing for yourself is the hardest brief.

The challenge

Design approach

AEL

l'Atelier d'Églantine

Cerae

SEREIN

Épicerie Botanique