Y’all, this brand story is a pretty special one and I’m so thrilled to be able to share this gorgeous brand with you all today. The Fulleylove family is taking on their newest endeavor, one full of heart, community, and so many amazing things to come. Fulleylove Flooring is finally live! Debra & her husband purchased this flooring business, but it’s got deeper roots in the Baytown, TX community that it was started in. The flooring business started 32 years ago. However, their family wasn’t involved until around 3.5 years ago when the previous owner began creating his retirement plan. He wanted a good man, and a kind family, to take over what he had spent years building. The Fulleylove family found the opportunity to be a YES opportunity for them and realized it was a chance to build something bigger for their family that could carry on for years to come. They knew that this opportunity was a chance to work together as a family and provide a service to their community that they can be proud of.
When I met Debra, I instantly knew we were long lost design twins. Debra and I had been communicating off and on for a few months before we dove into her branding project. Around December, we had finally set a date to hop on a call and y’all…when I tell you we were like kindred spirits, I’m not kidding! She described her vision for her brand I remember telling her, “This is literally a dream brand/bucket list goal of mine!”
Debra had a very distinct vision in mind for the Fulleylove Flooring brand. She described a vision of a brand like Magnolia. Something unique, timeless. Something that could be repurposed in a number of ways for merchandise, their signage at the store, even packaging. She also wanted it to feel like home, something that was personal, and reflected the impact in the community.
Designing this brand was a D-R-E-A-M! I’ve always wanted to create “A Magnolia” based brand, because…surprise, I’m a Magnolia/ Joanna Gaines fan girl. But what I really wanted to do was capture the Fulleylove family’s story. If you know anything about this family, you know how big their heart is & how much they’ve been through. But what makes them unique is how everything they’ve experience has only brought them closer together. That’s what I wanted to represent in their branding & their brand story.
I started researching different ways I could represent this in their branding. With brand keywords like, “Strength, community, & foundation,” their logo needed to not only have that look & feel they were going for, but also tell their story. That’s when I stumbled upon the story of the Willow tree. The Willow has a history of spiritual & cultural symbolism, but the quote that stood out was this,
“The Willow tree is one of the few trees that’s capable of bending in outrageous poses without snapping. A powerful metaphor for adjusting with life rather than fighting it, & surrendering to the process…the Willow is adaptable. It not only has the ability to survive, but thrives in some of the most challenging conditions. It inspires & encourages people to believe there is potential for something new, even through great loss or challenge...Stand tall, be willing to bend so as not to break with the winds of change, trust your own strength & resilience”.
I loved the idea of the Willow because I felt like it not only encapsulated their brand, but who they are & their experiences. The Fulleylove family has grown and changed, but it’s never broken, only grown stronger. With all of life’s challenges, they’ve grown more resilient & strong with each challenge thrown at them.
It’s honestly been an honor to have had the opportunity to work with this amazing family & create this brand for them. Watching their journey has been incredible & I’m grateful to have had the opportunity to design their brand for them!
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