Petal & Stem: Up Close

Up Close is the 2025 annual report I designed for Petal & Stem, a florist company. The goal for this project was to learn how to develop a concept for a corporate document by creatively using type and imagery to make it visually appealing. It taught me how to properly prepare an InDesign file for printing and web accessibility, which involved creative use of multiple paragraph/character styles for the typesetting and ensuring that images were properly formatted.

All images had to be original photographs, which helped shape the theme and title of this document. The images feature macro shots of flowers, which often highlight the overlooked details. The idea for Up Close reflects this concept, offering a focused view of Petal & Stem's 2025 performance through detailed floral imagery.