Christina Clum left the corporate world to become an urban flower farmer. She grows flowers from seed and then plants the seedlings in volunteer yards through the generosity of her Brooklyn neighbors. Spry pays homage to the renowned British florist Constance Spry, who, in 1928, at the age of 42, opened her first flower shop after a successful career in education. Her unique floral designs were revolutionary – and considered unconventional. Constance Spry was a pioneering businesswoman and a celebrated florist who encouraged people to “follow their own star.”

The direction of this logo came first from the inspirational words, “follow their own star.” The logo was then built around the need to represent the ‘urban’ and the ‘earth.’ It was important that the final design had a hand illustration quality—pulling from the raw urban environment and use of the hands in farming.