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, the studio designs weddings and events for a global clientele from its two homes in New York and Como, Italy. Ruckus was brought on as a strategic partner to build a brand with equity beyond its founder and a website worthy of the work: strategy, identity, guidelines, and a rebuilt digital home.

A brand named for its artist

Tulipina's greatest strength was also its ceiling: a brand so tied to one artist that it could not be in two places at once. The equity lived in Kiana, and the studio struggled to take on an event without her onsite, capping how far the brand could travel. Meanwhile the artistry lived on Instagram while the website fell far behind, rarely doing the work justice.

A name strong enough to travel

Ruckus opened the engagement with a working session with Kiana and Nate to name what Tulipina is, who it is for, and what only it can do. Moodboards and tonal directions refined two concepts into one clear direction, and the brand story followed: positioning, mission, vision, tone, differentiation, and values, written to give the studio a voice that carries beyond any one person.

The core idea: give the studio a brand with enough equity to stand beside Kiana, not behind her. The work was never to replace her, but to build a name, a voice, and a look strong enough to travel, so Tulipina can be in two places at once and still feel unmistakably like Tulipina.

Where luxury blooms

Ruckus refined Tulipina's typographic logo into a primary and secondary mark with a favicon, crowned by the tagline Where Luxury Blooms and an est. 2011 thistle. Around it: sub marks and monograms, an editorial pairing of Romie and Montserrat, an icon library, and a palette drawn from the studio's world, evergreen, sage, ecru, sandstone, and cream. Every decision was captured in a 45 page guidelines document, from logo construction to the six color pantones.

A home finally worthy of the work

The site had one job: finally show the true art of Tulipina and turn admirers into clients. Ruckus rebuilt it end to end on WordPress, from MVP workshop and user stories through style tiles and dynamic wireframes in Figma, as an editorial showcase and a lead engine with a considered store for prints, books, and workshop instruction.

The homepage opens with the refined lockup and Welcome to the World of Tulipina, then lets a single full-bleed arrangement carry the page. Five destinations, one path per audience: Weddings sells the experience and the venues it has graced, from Palais Garnier to Lake Como, Workshops carries Kiana's teaching in person and on demand, and Prints turns her photography into a store. A clientele that lives on Instagram arrives on a phone, so the site was designed responsive from the first wireframe.

What started as a single brief grew into an ongoing partnership, carried on year over year: a singular artist now backed by one brand system spanning the studio's two homes in New York and Como, Italy, and a home online finally worthy of the work.