ROLES: CREATIVE DIRECTION, BRANDING DESIGN, CONCEPTUAL IDEATION
Situation:
The president of David’s Bridal, Scott Key approached me with the challenge of a refresh on brand identity.
Task:
His hope was to bring a fresh approach that would introduce surprise and delight to the ritual of introductions and mementos. He had seen an exploration design that I had made for a poster in my office and was hoping to have the new card have a composition that expressed a similar expression of humor and optimism.
Photography: Zoey Grossman and Guy Aroch
Action:
We talked about creating something that had a playful spirit and might tie back to themes of gamification. I was immediately inspired to think about a mosaic and collectable cards. As there were so many aspects of occasions and celebrations David’s Bridal supported this tied back to the bigger picture of the company's strategy. This puzzle mosaic approach felt like a fresh take on the business card. The joyful, game like aspect of the cards symbolized the evolution of David’s Bridal culture as a platform for engagement and inspiration.
Results:
The cards were used to support new business acquisitions and partnerships. They were well received and sparked joyful connections on how David’s Bridal had evolved as a modern player in the wedding space.
Subsequently I supported broadening the style guidelines, illustrations and work supporting the tone of photography and voice.
