After an initial brief from Wedsites, I worked on a set of moodboards to help us align on an overall direction for the brand. Based on the moodboards I developed series of options for the brand’s visual expression; looking at typography, color palette and overall look and feel of the brand. Once an approach was decided upon, I created a small brand guidelines book to specify the various aspects of the visual language. I create a set of printed stationery, set up social media templates for their team to use, and designed a set of worksheets which were posted to the Wedsites blog as a resource for their users.

The final visual expression of the brand balances a modern, clean approach with a romantic and feminine aesthetic, to appeal to the sensibilities of the target audience. The combination of typographic styles – pairing a hand-drawn script font with both serif and sans-serif fonts– along with a broad color palette, gives the brand adaptability and flexibility. They have the abilitiy to pair typefaces and use the color palette in a range of ways to achieve different tones in their communication, while still maintaining a consistent brand expression.