Florals with Stage Presence

by Wyatt Welles

boo•kay nyc was birthed in the heat of the global pandemic as a call to action to spread love, beauty and unity. With Broadway and performing arts houses closed, Robbie Fairchild, former NYC Ballet principal dancer and Tony nominated actor for An American in Paris, turned to flower arranging to ensure that the show would still go on.

I was tasked with creating a unique visual identity that merged the founders performance history with his floral future. Using the shapes of ballet movement, the architecture of Broadway and ballet houses, and the color pulled from midcentury movie musicals, boo•kay NYC strikes a balance between flamboyance and sophistication gracefully.

Featuring photography by Rob Sutton and Daniel D'Ottavio


Gold in Home & Garden 2022, Freelancer

Silver in Branding 2022, Freelancer

Created by:


Wyatt Welles

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boo•kay NYC