Experiential Graphic Designer
K&K Vail
2022-2023
Freelance
2022-2023
Freelance
The client expressed that the webpage should be a positive first impression, matching the elegance of the venue.
This design was requested to feature:
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Lavender/Shades of Purple
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Florals
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Handwritten/Cursive Text
- Photography
Moving forward, I would create a logo, design elements, typographic pairings and low fidelity wireframe for the website.
Leveraging the selected moodboard, I created the logo. Using the selected colour for the logo, I built out a colour palette and conducted type trials. These parts founded the website.
The early concepts were well received, and the decision was made to apply the brand to many other elements, such as invitations, the wedding cake, interior decorations, miscellaneous collateral, seating charts, and a ring engraving. Additionally, the website grew to include several more pages.
- Creating an aesthetic that accompanies real-word components such as florals and architecture
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Maintaining a design that is accessible for all demographics
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Accommodating client design preferences across all deliverables
- Creating the most compelling arrangements possible within the client’s budget for deliverables, and providing an accurate estimate
To make sure the design would work well with the venue's architecture and the florals, I coordinated with the client to gather photos and information relayed from the venue hosts. I also did my own research, looking into photos of the venue to understand its existing character and lighting. This helped the colour palette and design elements feel like a natural fit for the space, rather than something layered on top of it.
Since the guest list included a wide range of ages and varying levels of digital comfort, I focused on legibility and simplicity. Typographic pairings were tested to balance the handwritten/cursive style with body text that stayed easy to read. On the website, the RSVP process was kept simple so guests who were less familiar with technology could still complete it without confusion.
As the project expanded, I relied on a master brand kit and style guide to keep everything consistent. This guide, built from the logo, colour palette, and typographic pairings established early on, was applied to each new deliverable. As the scope grew to include new substrates and environmental design, like the seating chart, interior decoration, and clothing, the guide had to expand to account for how the brand would adapt across different materials and formats.
I worked closely with the client to understand their budget and where they wanted to prioritize spending. This meant finding budget friendly options instead of custom solutions wherever possible. For example, wedding cakes can get expensive, so instead of a fully custom design, we kept it simple with a white cake and the couple's logo, then added the decorative elements ourselves. I also sourced lighting and decorative pieces that matched the colour scheme from existing product lines, rather than commissioning custom designs, which kept costs down.