Kate Florence Art
Personal Illustration & Branding Project
Watercolour Illustration, Brand Development, Visual Identity, Product Design & Marketing
About the project
Kate Florence Art is my personal illustration practice, creating hand-painted watercolour artworks styled in the format of tarot cards and inspired by astrology, celestial symbols, and intuitive storytelling. Alongside developing the artwork itself, I built a cohesive brand identity and product range to support selling the work as prints and other gifts.
Considerations
Balancing handmade and polished branding across digital and print.
Preparing artwork for multiple formats, scanning and editing each piece to be print-ready at different sizes.
Maintaining consistency in style and storytelling, ensuring each tarot card or zodiac sign used recognisable, relatable symbolism.
Creating cohesive promotional assets to support the brand and drive engagement.
Creation & design
Series format: I developed a repeatable tarot-style card format to turn individual watercolour paintings into a cohesive set.
Layout decisions: I designed a consistent system for framing, spacing, and composition while keeping the hand-painted texture central.
Multi-format + print-ready production: Each design was scanned, refined, and prepared for A6 cards, A4 prints, stickers, and product applications (tote bags and candles), with careful attention to scale, margins, legibility, and colour accuracy.
Supporting assets: I created additional branded elements using motifs from the cards and logo to keep the range cohesive and retail-ready.
Logo & multi-platform branding assets
Logo design: Combined watercolour textures with digital refinement for a distinctive, handmade-but-polished mark.
Multi-platform brand system: Created flexible assets for Instagram, Facebook, Etsy, and print promotion.
Templates + supporting graphics: Designed reusable layouts, business cards, and brand graphics to keep everything consistent.
Artwork-first layout: Built the branding to keep the illustrations front and centre across every format.
Social media marketing
Account strategy + management: Developed and ran the social media presence for Kate Florence Art across Instagram and Facebook.
Process-led content: Created videos, time-lapses, and step-by-step posts showing each piece from sketch to finished painting.
Cohesive visual direction: Maintained a consistent look and tone across posts, balancing artwork, products, and behind-the-scenes content.
Sales + engagement focus: Used clear calls-to-action to support audience growth, product launches, and sales.
Outcome
The outcome was a cohesive tarot-inspired series with a clear brand identity, adapted into a sellable product range and supported by consistent promotional design.
