Case

Premier Events by Lacy has been serving private event and wedding clients in the Richmond, VA area for over a decade and came to us in need of a fresh, updated look. Her previous website wasn’t converting well and her brand was not positioned well to attract the high-end, luxury clients she loves serving. Blending into a sea of wedding planners (who all share a similar visual brand identity)—with the added challenge of being a multi-faceted brand serving two types of event clients—Lacy was ready to take her business to the next level with a properly-positioned, unique brand.

Strategy

Most wedding and event planners position their brand as taking care of the details so their clients don’t have to. However, we felt that was a limiting strategy that positions a brand against a negative, rather than for something positive. We realized Lacy could stand out from her competitors by uplifting and celebrating the event-planning process as something almost as memorable and timeless as the big day itself.

For most couples, the wedding planning season is filled with busyness, stress, and never-ending to-do lists; and Lacy’s keen attention to detail and relationship-building nature with her clients gives her a unique opportunity to surprise and delight throughout the event-planning process in a way that not only relieves stress but also adds moments of joy and celebration to this season.

Further, the brand marketing emphasizes sharing significant moments with others, as this messaging allows us to speak to both wedding clients (who most often choose to plan a wedding in order to celebrate with loved ones) and private event clients (who host private or corporate events in order to celebrate a significant milestone with others). With this focus on sharing significant moments with others, we are able to touch on the core desire of our clients, which is to shower their guests with love and share life’s biggest moments with those they love.

Brand Visual Identity Design

We knew up-front that we wanted to position Lacy’s brand differently from other wedding planners, most of whom rely on light-and-airy, overly-feminine visual brand identities that, while fitting in with the wedding industry, all seem to blend into one another. Additionally with Lacy’s clientele of private and corporate events, we sought a visual brand identity design that could fit in both worlds while striking a unique tone.

We chose a dark, bold, and modern creative direction for the brand that communicates elegance without harshness, softening up the overall visual identity design with art deco-inspired details and a script accent font that keep the brand design from feeling too stiff.

The logo design was intended to be simple, type-driven with “by Lacy” serving as an underscore in order to break up the name visually as well as adding a sense of prestige. Customization and small details in the logo keep it feeling unique and fresh.

The custom monogram, inspired by art deco-style lettering, is an amalgamation of all four initials of the business name.

We also created a set of custom illustrated icons that speak to celebrating and add another unique touchpoint to the brand visual identity design.

Finally, the monogram serves the foundation for a repeating pattern that further evokes the luxurious, creative tone of the brand identity design.