Your layover between
art and accident:
Case Studies
Wild Botanical’s
fever dream rebrand.
Marah Frank is a floral designer, installation artist, and the creative mind behind Wild Botanical.
She’s quiet–low key mysterious!–because she lets her art speak for itself. She designs florals that simply do not behave.
Marah was one of the first creatives who launched her vision with me in full, and has grown from my client to my go-to floral collaborator. Peak around my brand visuals and you’ll see her work around every corner!
By fall 2024, Marah felt the creative pull of a new chapter: sharper vision, bolder taste, a new baby, and a growing desire to build a destination-centered life beyond Pittsburgh and beyond just wedding florals.
She was ready to claim full creative control and expand outside of wedding world.
The Season She Invested
The Meet Cute <3
1. Her style had shifted dramatically.
2. She knew a rebrand was next.
She wanted to translate this creative evolution into an identity that felt electric and also cohesive. This meant fresh visuals (duh), and a full expansion of her design offers to reveal the real Wild Botanical:
- An artist with full creative design authority: No more micromanaging wedding planners or couples asking for copy-paste Pinterest arrangements.
- Floral storytelling alongside art + history installations in museums and galleries
- Brand + commercial styling (your brand + a shit ton of floral!!!)
- Culinary collaborations to make every dinner dramatic af
- Set + scene design for concerts, films, and special events
What started as a branding shoot inquiry quickly became a full-scale vision to launch. My partnership with Marah was my first time working with an artist, and she is the blueprint on how I collaborate with my current clients. Together, we rebuilt Wild Botanical from the inside out.
“I want people to know instantly: I’m not for everyone. I’m for the people who crave art.”
“Like when people see the imagery and video...they say this girl is trying to do something D-I-F-F-E-R-E-N-T.”
VISION BUILDING
NOVEMBER 2024 – FEBRUARY 2025:
This vision was a slow burn. Everything unfolded in layered phases to protect creative integrity and establish long-term clarity. Also: Marah spent a chunk of February in Hawaii, and two entire months in Costa Rica and Mexico…as she should!
One core thing about Marah: She didn’t plan her travel around her work. She works around her travel. That mindset is contagious!
NEXT
We repositioned Wild Botanical as an art-driven floral and installation studio and clarified her ideal clients as the ones who trust full creative vision and want art.
Her signature style became defined as abstract, sculptural, editorial, and delightfully unpredictable. From there, we expanded her offerings into art and history installations, brand and commercial styling, culinary collaborations, and set + scene design.
We rewrote her brand language and reshaped her services (and pricing!!!) to match the level she was truly operating at. Wild Botanical became a multidisciplinary floral studio with creative range.
1.
FRESH
WEBSITE
business restructure
CREATIVE
DIRECTIOn
On a Thursday in February, we created the Wild Botanical cinematic universe. This shoot was a straight up banger.
It had over 20 creatives on board. 9 sets. 4 models. Tumbleweed imported from Montana. Chile pepper garland. A karaoke dance party. Cigarettes. And tequila!
The scenes felt lived in, and Marah designed installations inspired by three of her favorite places: Miami, Mexico and the California desert.
I directed our creative team to bring the deck to life exactly as envisioned, down to themed cocktails, a live DJ set, and models representing each location through their wardrobe and jewelry styling.
We got deep into the shoot story, with character backstories, personas for Marah, a karaoke set, and a damn good time.
2.
FRESH
WEBSITE
business restructure
CREATIVE
DIRECTION
3.
FRESH
WEBSITE
CREATIVE
DIRECTIOn
Once we got the photo and video footage back, we sifted through it, pick our jaws up off the floor, and partnered with HDI client Sight Creative Co. to build Marah a new website for Wild Botanical.
We crafted a bio that sounded like Marah, positioned her as a designer, installation artist, and creative collaborator, built fresh pages for her new offerings, and designed a narrative-driven website that felt like a welcome detour into her universe.
business restructure
LAUNCHING THE VISION
JUNE 2025 - SEPTEMBER 2025
Introducing the world to wild botanical was something we did not want to rush, and while we finalized the timeline in tandem with Marah's busy wedding season, she felt the pull to pitch her dream client. I also encouraged something I felt her launch really needed: An offline celebration with her people!
The launch naturally evolved into a three-part approach: A cold pitch that introduced her new install offers, a slow-burn documentary-style launch, and a real-world party that matched the energy of her work.
NEXT
"I want to partner with Duolingo." That was the first thing Marah said to me after returning from her travels abroad in spring 2025. Duolingo had a taqueria doling out chicharrones and other Mexican specialties, and Marah was dead set on styling for them. We got to work on a cold pitch for their resident chef, and delivered a one of a kind 'floral postcard' in between lunch and dinner service. It was a random Tuesday afternoon, and no one was expecting us.
Chef Marcella was dazzled, and Marah was beaming! Two weeks before she launched in September 2025, they had signed a contract to have Wild Botanical create an install in honor of Dias de los Meurtos: Her first culinary partnership!
1.
IRL Launch Party
COLD PITCH
LAUNCH CAMPAIGN
"“Heather held the vision with me. Every idea, every detail, every crazy concept felt seen, supported, and sharpened.”
With the help of HDI partner Supercut Creative, we began to unfolding Marah's story using the voices of our shoot creatives. Shoutout Angela Pro Designs, Hannah Timm Stylist, and Suma Jewelry for being out reliable narrators!
Instead of revealing the finished brand first, we reverse-engineered the launch, building anticipation through a documentary-style social media blitz, and priming her audience to understand why this evolution mattered before they ever saw what it looked like.
2.
IRL LAUNCH PARTY
COLD PITCH
LAUNCH CAMPAIGN
3.
Greetings from Wild Botanical! To celebrate the new direction, we hosted a launch party at Tina’s Cocktail Bar, leaning into Marah’s signature saturated palette.
She created a killer vestibule installation that acted as the entryway into her new world.
Friends and fam enjoyed a negroni fountain, branded sticker vending machine, and mixing with the creatives that Marah has 'come up' with in Pittsburgh.
The night had the same energy as the digital rollout: Organically fun, unpretentious, and a lil' dramatic.
IRL LAUNCH PARTY
COLD PITCH
LAUNCH CAMPAIGN
REFLECTIONS
What began as a simple desire for new photos became a full reclamation of Marah's creative identity. She trusted her own evolution as an artist, even when it asked her to step into unfamiliar territory and take bigger risks.
Wild Botanical has grown into the space Marah always felt called toward. She now runs a studio built on creative freedom. Clients seek her out for the the feeling her work evokes, keeping everyone curious about what she’ll dream up next.
