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Elements and Performance Criteria

1. Identify scope of client requirements.
   • Consult with client to clarify overall objectives for floristry products, context for display and scope of required products.
   • Liaise with client to identify and define budget and key venue and operational issues for display.
   • Determine deadlines for finalisation of concept proposals and presentation of designs.
   • Negotiate and agree terms and conditions of the brief and design project.
2. Determine product expectations.
   • Discuss and clarify specific client preferences for colour, style and theme of floristry products to be designed.
   • Determine quality expectations of client and client audience.
   • Encourage and assess contribution of client ideas.
   • Proactively suggest initial innovative and creative ideas to reflect client objectives.
   • Evaluate client response to highly creative suggestions and determine threshold of acceptance.
   • Agree on final nature of design brief and accurately document details.
3. Present and negotiate concept proposals.
   • Generate and evaluate design options based on detailed review of client requirements and preferences.
   • Present creative proposals including accurate information on floral styling concept, range and style of floristry products.
   • Use descriptive text, sketches and photographs to enhance client understanding.
   • Analyse and verify operational and budgetary feasibility of floristry concepts in consultation with client.
   • Engage in ongoing discussions and elicit client feedback on different design options to satisfy product expectations.
   • Assist client to select concepts that achieve a creative and feasible outcome.
   • Negotiate final cost and details and obtain customer approval to proceed with specific designs.
4. Adhere to design expectations.
   • Work within identified design specifications to generate, trial and evaluate designs.
   • Present information on progression of designs within nominated deadlines.
   • Adapt designs to changing client requirements or preferences within parameters of agreed costs and deadlines.
5. Identify scope of client requirements.
   • Consult with client to clarify overall objectives for floristry products, context for display and scope of required products.
   • Liaise with client to identify and define budget and key venue and operational issues for display.
   • Determine deadlines for finalisation of concept proposals and presentation of designs.
   • Negotiate and agree terms and conditions of the brief and design project.
6. Determine product expectations.
   • Discuss and clarify specific client preferences for colour, style and theme of floristry products to be designed.
   • Determine quality expectations of client and client audience.
   • Encourage and assess contribution of client ideas.
   • Proactively suggest initial innovative and creative ideas to reflect client objectives.
   • Evaluate client response to highly creative suggestions and determine threshold of acceptance.
   • Agree on final nature of design brief and accurately document details.
7. Present and negotiate concept proposals.
   • Generate and evaluate design options based on detailed review of client requirements and preferences.
   • Present creative proposals including accurate information on floral styling concept, range and style of floristry products.
   • Use descriptive text, sketches and photographs to enhance client understanding.
   • Analyse and verify operational and budgetary feasibility of floristry concepts in consultation with client.
   • Engage in ongoing discussions and elicit client feedback on different design options to satisfy product expectations.
   • Assist client to select concepts that achieve a creative and feasible outcome.
   • Negotiate final cost and details and obtain customer approval to proceed with specific designs.
8. Adhere to design expectations.
   • Work within identified design specifications to generate, trial and evaluate designs.
   • Present information on progression of designs within nominated deadlines.
   • Adapt designs to changing client requirements or preferences within parameters of agreed costs and deadlines.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

work proactively with clients to develop and refine designs for floristry products of two types to be chosen from the following list:

large scale corporate displays

themed displays for an event or festival

themed displays for a wedding

floral displays for exhibitions

corporate supply contract (which could be provision of corporate weekly flowers or third party supply contract to an organisation which on-sells, e.g. a hotel banqueting department).

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Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

typical role boundaries of florists in developing and refining client design requirements

principles of positive communication and negotiation

open and closed questioning techniques used to elicit information and feedback

communication methods which convey information clearly and concisely

format, inclusions and terminology of typical written design briefs presented to florists

a range of formats for, inclusions and uses of descriptive concept proposals for floristry designs

methods of sketching or digitally representing floral designs

key features of floristry products, themes and styles for:

corporate displays

themed displays for events and festivals

themed displays for weddings

floral displays for exhibitions.

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