Bailey Nurseries

Written By lindsay lelivelt

Bringing Summer to Life with Endless Summer—One Bloom at a Time

Endless Summer® Hydrangeas has long been a garden favorite. But to grow with today’s casual gardener, the brand needed more than blooms — it needed a feeling. One that captured the joy, nostalgia, and spontaneity of summer itself.

As strategic copy lead, I helped bring that feeling to life with a campaign built around emotion, movement, and the quiet magic of everyday moments.

 

But how did I do it?

  • Further reframed the brand’s value from product-led to experience-first — hydrangeas not just as décor, but as a lifestyle choice rooted in joy.

  • Built the narrative foundation for “Full Bloom Moments,” a platform designed to connect with the casual gardener emotionally and visually.

  • Crafted copy across campaign touchpoints — from video scripts and digital banners to print headlines, social carousels, and in-store CTAs.

  • Developed channel-smart messaging that flexed tone and CTA based on platform — including QR journeys that led to interactive landing pages and retailer finders.

  • Collaborated with creative and production teams on an all-day shoot to shape a visual world that felt spontaneous, vibrant, and totally Endless Summer.

Bloom-forward fun

Together, with the design team, I crafted a story-first campaign—“Full Bloom Moments”—that turned beautiful blooms into emotional triggers. From a playful, sun-drenched photoshoot to scroll-stopping copy and channel-specific CTAs, every piece was designed to keep the Endless Summer vibe alive all season long.

Creative Director and Designer: Emily Thompson

 
lindsay lelivelt https://whiskyandwhimsy.com
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