When deciding the branding aesthetic for Arbor, I envisioned the use of a neutral color palette for the logo and promotional content design. Green is a color that is prevalent in nature, and desaturated orange is often the color of terracotta pottery used to house plants. As an e-commerce plant nursery, the visuals would resonate with Arbor’s target audience which includes adults between the ages of 28 and 40 that wish to purchase plants from the comfort of their own home. The typefaces I’ve chosen consist of STIX Two Math, Oriya MN, and Open Sans. The relationship between the sans serif and serif fonts are used tastefully to evoke a sense of tranquility, modernism, and delightfulness of welcoming new flora into the household.