{"id":2526,"date":"2017-05-12T11:22:47","date_gmt":"2017-05-12T15:22:47","guid":{"rendered":"https:\/\/www.florist20.com\/blog\/?p=2526"},"modified":"2017-05-12T11:22:47","modified_gmt":"2017-05-12T15:22:47","slug":"meet-carol-caggiano-floral-stamp-designer","status":"publish","type":"post","link":"https:\/\/www.florist20.com\/blog\/news\/meet-carol-caggiano-floral-stamp-designer","title":{"rendered":"Meet Carol Caggiano: Floral Stamp Designer"},"content":{"rendered":"

Last week, consumers got two new options to dress up their mail: one sporting a corsage, the other, a boutonniere.<\/p>\n

Not surprisingly, a professional florist had a (major) hand creating these attractive designs. Florist 2.0 caught up with Virginia freelance designer and educator Carol Caggiano, AIFD, PFCI, on her most unexpected\u00a0job yet.<\/p>\n

<\/p>\n

\"\"<\/a><\/p>\n

F20: How did this all come about?<\/strong><\/p>\n

CC: I was in the right place at the right time with the right people. Two years ago, I was working on a photo shoot for the Society of American Florists\u2019 consumer marketing materials. At the end of it, the photographer, Ren\u00e9e Comet<\/a>, told me she\u2019d enjoyed working with me and that she had a project coming up that involved flowers. Would I be interested in collaborating with her? My attitude is \u201cSay yes then sort things out later,\u201d so of course I agreed and then forgot all about it. A few months later, we reconnected and I found out she\u2019s working on a new wedding-themed stamp for the United States Postal Service!<\/p>\n

 <\/p>\n

F20: What did the process entail?<\/strong><\/p>\n

CC: There was a confidentiality agreement with the postal service. I had several conference calls with Ethel Kessler<\/a>, the USPS art director to get a sense of her vision. In some ways, it was a lot like a wedding consultation: Ethel\u00a0sent me pictures of designs she thought were appealing and I culled some that I thought exemplified\u00a0what she wanted, and we discussed them.<\/p>\n

F20: What did she want?<\/strong><\/p>\n

CC: She didn\u2019t ask for specific flowers. It was all about style. She wanted something very \u201cbotanical\u201d with lots of texture and greenery\u2014basically, what everyone\u2019s asking for these days! It also had to have broad appeal, so we couldn\u2019t do something that looked very Southwestern or cosmopolitan, for example. These are the same things we have in mind with SAF\u2019s ad campaigns, which I\u2019ve been working on for about two decades. Those jobs were good practice!<\/p>\n

F20: What did you end up creating?<\/strong><\/p>\n

CC: I made five variations of corsages and boutonnieres to present for the postal service\u2019s consideration. I used ranunculus, hypericum, tiny succulents, Astrantia, Berzelia, clubmoss, and burlap ribbon. Alternate versions used linen and lace. They picked a boutonniere design for the new \u201cforever\u201d stamp and a corsage for the \u201c2-ounce\u201d stamp needed for oversized envelopes.<\/p>\n

F20: What was the unveiling ceremony like?<\/strong><\/p>\n

CC: Oh my goodness, it was a thrill! I had no idea this would be such a big deal when I did the photo shoot. All of a sudden, I got this gorgeous invitation to speak at the stamps\u2019 dedication ceremony May 2 at the St. Louis Botanical Gardens. Who knew there were stamp dedication ceremonies?! The setting was absolutely stunning and so perfect for these particular stamps, which are now known as \u201ccelebration\u201d stamps, rather than \u201cwedding\u201d stamps. I pointed out that these pieces are appropriate for many of life\u2019s special moments, including birthdays, proms, anniversaries, memorial services, Easter and Mother\u2019s Day\u2014and they stated at the beginning that their goal was to be inclusive.<\/p>\n

\"\"<\/a>
Caggiano with Ethel Kessler, USPS Art Director<\/figcaption><\/figure>\n

The unveiling was very formal. They blew up the stamps so they stood\u00a0something like 7 by 8 feet and they had a velvet curtain in front of them. The postal service gave me very beautiful gifts\u2014framed versions of the stamps that were enlarged and matted, as well as the invitation.<\/p>\n

I think there were about 100 people in attendance. Most were stamp collectors. It\u2019s a very interesting culture of people with a very serious hobby! They do not think of stamps as things you stick on envelopes. Several asked me to autograph their programs. I couldn\u2019t believe it!\u00a0It was so humbling.<\/p>\n

F20: You mentioned you were a speaker. What did you talk about?<\/strong><\/p>\n

\u00a0<\/strong>CC: This was kind of funny. I had planned to discuss what an important role flowers play in life\u2019s celebrations\u2014but the chief postal director beat me to it in his speech! I was scrambling to expand on his points, because I didn\u2019t want to be repetitive. I asked the audience how many people could remember the last time they received flowers, what they wore to the prom, what they carried at their wedding, etc. As I suspected, almost every hand was in the air.<\/p>\n

\"\"<\/a>
Caggiano with Guy Cottrell, Chief Postal Inspector<\/figcaption><\/figure>\n

It was a little stressful coming up with talking points on the spot, but I was so impressed by the postal director\u2019s words. We in the industry know that flowers make people happy, that they have a soothing effect when we\u2019re stressed, that they express feelings when we don’t know what to say. We talk about it all the time. To hear it from a consumer? That was really powerful.<\/p>\n

F20: What effect do you hope the stamps will have?<\/strong><\/p>\n

CC: I hope they\u2019ll foster an appreciation for professionally designed flowers and that consumers will associate flowers with celebratory moments. I’ve been so touched by the outpouring of kind messages from fellow florists; it would be wonderful if these stamps could help my friends in the industry!<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Last week, consumers got two new options to dress up their mail: one sporting a corsage, the other, a boutonniere. Not surprisingly, a professional florist had a (major) hand creating these attractive designs. Florist 2.0 caught up with Virginia freelance designer and educator Carol Caggiano, AIFD, PFCI, on her most unexpected\u00a0job yet.<\/p>\n","protected":false},"author":1925,"featured_media":2529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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