Work · Alexandra Farms
We are Alexandra Farms' marketing and communications department.
Alexandra Farms grows garden roses at altitude in Colombia. They sell to wholesalers and importers, and everything they publish also has to work for the florists and event designers those buyers supply. Teresa Schafer has led their marketing and communications since 2018, work that now runs through Solrik: the brand, the campaigns, the content, the channels, and the people who produce it. The 2026 rebrand and website rebuild below is one piece of that.
- Role
- Embedded marketing & communications lead · Brand development · Creative direction · Photography & video direction · Website build & admin
- Platform
- Wix, rebuilt on WordPress
- New site live
- 18 August 2026
- Ongoing
- The full marcomm function, since 2018
The engagement
What we run for them.
Teresa sits inside the company as its marketing and communications lead, and has since 2018. Every item below is ongoing work rather than a past project.
- Marketing & communications leadEmbedded in the company, setting direction and priorities across everything that goes out.
- BrandPositioning, messaging, and the look and feel itself, developed by us with company leadership.
- Creative directionOver the quality and consistency of every asset the company ships.
- CampaignsConcept, plan, channel mix, calendar, and the follow-through that gets each piece out.
- Social mediaStrategy, calendar, content and community across every channel.
- Content productionDirecting the contractors behind graphic design, photography and videography.
- The in-house teamWe lead the daily work of the full-time staff who produce and publish.
- WebsiteDesign, build, migration, and day-to-day management since launch.
- Analytics & SEOGoogle Analytics, Search Console, and the technical and on-page work behind them.
One example
The 2026 rebrand and rebuild.
What we inherited.
The old site was built on Wix and had grown steadily over the years. The variety index was a single scroll about forty-seven screens long, all of which a buyer had to work through to find one rose. The certified designer directory ran about forty. The blog held 219 posts.
The deciding factor was a rebrand, which the website predated, on a platform the company had outgrown.
What we did.
The rebuild ran alongside a rebrand, so we set the positioning and messaging first and built the site around them. Everything moved to WordPress: new structure, new templates, new copy, all content migrated. The information architecture and the interface were reworked rather than carried across, and the variety catalog was rebuilt around how a buyer actually searches for a rose. We run the site day to day now, along with analytics and Search Console.
We led the rebrand and developed the company's new look and feel ourselves, in consultation with leadership and shaped by what each audience needs from them. That produced the brand guidelines and the color palette, and then the photography and video the site runs on, including a coordinated shoot for new staff portraits.
We also direct the contractors behind the company's wider content production: graphic design, photography and videography.
The home page
Before and after.
Drag to compare the previous build with the site today.
Page by page
The rebuild went well past the home page.
The whole site was rebuilt one page at a time. Here are five of them, each shown at the same depth before and after.
Previous build captured from the Internet Archive. Current pages captured September 2026.
What the new site does.
It positions the roses and the farm itself as a premium grower, and it puts potential customers in direct contact with the team. The catalog presents the collection the way buyers ask about it, and the whole site now carries the brand across every page.
It went live on 18 August 2026 and we have run it since. Analytics and Search Console were set up at launch, so performance is measured from that point forward.
A note on numbers: the old Wix analytics and the new site's analytics count sessions differently and filter bots differently, so we do not publish a before and after traffic figure. It would look impressive and it would not be true. What we can say is what the site now has to do, and whether it does it.
Tell us what you're working on.
Whether it's an advertising shoot, a website, or an ongoing marketing campaign, send us a note and we'll get back to you within two working days.
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