If you’ve ever felt the desire to be more authentic, more you, and more untraditional in your business, but have always feared the repercussions of being a disruptive brand in your industry, this case study is for you! 

It’s been drilled into us as business owners across various industries that to be successful, your brand must look and feel a certain way to remain professional and desirable in comparison to your competitors, AKA, stay the path, don’t rock the boat, and you’ll be fine. This mindset, however, leaves very little room for the creative, authentic, charismatic, and personality-driven business owners to take up space, and use their full expression of themselves to their advantage in setting themselves apart in the industry. If anything, this approach can feel highly discouraged, leaving you feeling as though you’re boxed in, and stumped on how to make your small business stand out against the competition. 

This is where listening to that messaging of staying on the path and following the formula needs to be thrown out, and replaced by the real truth: that owning everything that makes you unique, untraditional, and ‘disruptive’ in your industry can be your biggest superpower, and the key to evolving your business into something you’ve always dreamed of. 

Cue Lovely Day Events owned by Nicole Weiss, a BC Wedding Officiant for unconventional couples. This rebrand accomplished through Studio Crescent’s Brand Intensive and custom web design services is the perfect example of how embracing everything about you and your brand that disrupts industry norms can be the next best move for your business. 

Want a glimpse into the process? Keep reading! 

The Not-So-Lovely Challenges

When you think of a wedding, the first thing you typically think about is the ceremony, right? After all, that’s what you’re all gathered there for – to witness a union between two people you love! Despite this being the most important part of the whole event, it’s no secret that booking an officiant is usually an afterthought and many people consider it just a “box” they have to check off.

This is where Nicole comes in to flip this common afterthought in wedding planning on its head. 

Nicole knew that even though wedding ceremonies are sentimental & important – there was a need to make the process & moment feel more exciting, inclusive, memorable, and FUN aside from reading scriptures and poems. She saw an opportunity as a laid-back and fun person to bring her energy into the weddings she officiates and shake up the traditional staleness of the wedding ceremony format.

Though her business was starting on the right foot, Nicole felt there was a need to build upon the foundation of her brand’s unique values and evolve her business into something that fully embodies everything she stands for; going against the grain and having fun. 

Some of the “symptoms” that sparked making an informed decision of rebranding: 

• DIY branding lacked visual cohesiveness and did not embody the full potential of her brand’s unique values.
• Had a strong mission, but needed a professional to visually communicate her vision & take it to the next level 
• The current website didn’t convey who she is as a wedding officiant nor the quality of her services 
• Wanted to fully transition out of her job to fully investing her entrepreneurial business
• Saw a need to make the wedding ceremony format more fun, playful, and memorable than the standard, but needed guidance on how to pull it off!

Uncovering The Brand Heart & Personality 

When it came to brand heart and personality, Nicole already had a beautiful vision for her brand laid out. She knew that at its core, she wanted her brand to be representative of everything she embodies in her personality, being: 

• Fresh and bold
• Fun and untraditional
• Laid-back 
• Inclusive 

Having this foundation to begin with made the whole rebranding process much more straightforward, so we were able to dive straight into how we ultimately wanted to position Lovely Day Events amidst the sea of wedding officiants. 

With a brand heart that is so unique and fresh to the wedding industry, it felt like the most natural choice to position Lovely Day Events as the bold, cool, and untraditional alternative in the industry to the stale, wedding officiant and ceremony format. 

Here’s how Nicole’s brand heart is disruptive in her industry:

• Nicole’s personality is the core of the brand, positioning her as a storyteller, comedian, and the provider of memorable ceremonies. 
• Centers her clients’ desires in her services – puts the power of creativity into the couple’s hands, instead of the other way around where traditions must be adhered to. 
• Changes the narrative of the typical wedding ceremony; with Nicole, the party STARTS at the ceremony! 
• Her background in the serving industry is instrumental in creating personal experiences she creates with every ceremony and service for her clients. 

Behind The Logo: One Size Doesn’t Fit All

For a fun and creative project like Lovely Day Events, it only felt right to play around with different variations of LDE’s logo that are all equally fun, bold, whimsy, and (of course), against the grain! 

Though creating multiple logo variations for one brand may seem excessive, I’m here to tell you that relying on one logo is destined for stagnancy and staleness – everything that Lovely Day Events isn’t! 

Here’s why creating multiple versions of a logo was important for Lovely Day Events’ visual identity: 

• Logo variations and options can add versatility to your overall branding by introducing a new layout and allowing you to use them in a different environment.
  • For example, your primary logo could work on your business card, while your alternative logos would work better on a website, thank you cards, or other marketing collateral.
• Brandmarks are a great way to elevate Lovely Day Events. They have the power to communicate your brand without having to use your full logo. 
• They add a sense of depth and it allows your business to adapt to a range of environments, and remain versatile and consistent in your branding.

For a brand that prides itself on adding personal touches to every ceremony and client experience, having smaller, quirky, and fun brand marks and favicons is a perfect personal touch for customized merch and branded gifts. 

Vibrant Brand Identity Design

With such a strong foundation to build off of Nicole’s business, we could get straight to the fun part: visual brand identity!

This is where we get to infuse Nicole’s personality and brand heart into the visual look of the brand identity deisgn itself. 

Staying true to the goal of being a disruptive and ‘against the grain’ brand in her industry, we stuck to creating a cohesive visual experience whose sole purpose was to inject personality, fun, and boldness in a mundane industry that’s typically not “exciting” or “memorable.”

Our Design Solution:

• A vibrant, playful, bold palette that catches the eye and evokes feelings of excitement, joy, and happiness. It’s also gender-neutral and inclusive to everyone!
• Logo design is equal parts bold, whimsy, and retro – It’s composed of little details that make the brand feel lively, inviting, and interactive, much like the ceremonies Nicole performs!

Though going in such a bold and creative direction for branding can feel scary for fear of not seeming professional in your industry, Nicole’s new look for Lovely Day Events is the ultimate example of why embracing everything that makes you different and go against the grain in your industry doesn’t dictate your professionalism or quality of your business!

If anything, branding that is authentic to you communicates all the professionalism and quality needed for your dream clients to want to connect with you. 

Crafting A Memorable Brand Voice Through Copywriting

For a brand like Lovely Day Events, we knew that strategic copywriting for her website would tie all of the moving parts of her rebrand together. With the help of Copywriting by Kat, we crafted a strategic, creative website copy that has a laid-back, relaxed, fun tone of voice, hyped with emotion to emulate her brand heart and mission beyond the aesthetics. 

To create effective and strategic copywriting, keeping Nicole’s desired audience and clientele is the priority! Nicole’s logo itself states that she is THE wedding officiant for the untraditional couple, so creating a tone of voice that feels as though they are being spoken to directly was our main goal.

• Website copy focused on positioning her to be different from other wedding officiants, which meant developing the messaging on her website around what truly is a new standard for her industry: starting the party at the ceremony, not the reception!
• Crafted a laid-back, relatable, relaxed, and fun tone of voice that is strategic in speaking to Nicole’s intended audience 
• Developed messaging surrounding her brand mission, which is less about “following traditions” and MORE about “doing things their way”. 
• Honed in on her ideal audience – who are not looking for a traditional, romantic, cliche ceremony but instead one that’s very personalized, highly interactive, and memorable

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A post shared by Jess | Branding, Showit Web Design + Website Templates 🇨🇦 (@studiocrescentco)

Lively & Bold Showit Website Design

This is where the magic happens! 

At Studio Crescent, we view your website as your digital home. Anytime someone views your website, it should feel like you’re inviting your reader into a welcoming, memorable, and interactive space that not only engages but converts into sales and business inquiry. 

Our ultimate goal for the Lovely Day Events’ website was to create a fun, interactive and laid-back experience for anyone interested in welcoming adventure and creativity to their wedding ceremony. This meant using all the building blocks of Nicole’s brand heart, visual brand identity and strategic copywriting to create a digital home that screams untraditional and at its core, is disruptive in the wedding officiant industry. 

• We included fun, creative elopement/wedding ceremony ideas to guide the visitor through the website & allow them to dream up the possibilities;
• We positioned Nicole to be more than just an officiant/celebrant, but also a storyteller & Whistler self-proclaimed travel guide that can help with guest experiences;
• We used a bold, vibrant, fun aesthetic to catch the audience’s attention and “start the party” – leading with “orange-red” as the primary color;
• We injected moments of fun throughout the website to evoke a sense of adventure & nostalgia – ie. film strips, road trips, polaroids, postcards – especially since she’s based in Whistler too which is a top BC travel destination; and
• We crafted an approachable, relatable, easy-to-read navigation experience with pops of interactive experiences. 

The Benefits of Being a Disruptive Brand

Of course, it’s easier said than done to drop everything you’ve been taught about business and take the risk of fully embracing and committing to being a disruptive brand in your industry without knowing if taking this risk will truly pay off. 

Some results Lovely Day Events hsa seen after taking the “disruptive” route:

• Website scroll time/bounce rate – increased by +250% since the update
• Organic search increased by 113%
• Event count (defined as anything over 10 seconds after the initial “first visit”) – ~3969 (avg 8.32/user)
• Profile views (within IG) – 1650 (after brand launch ~49.5% increase from the previous quarter)
• IG engagement increased by 278%
• CTR from social increased by 144%
• Inquiries (leads) from social increased by 48%

Nicole’s brand is an incredible display of what is possible for any business that’s teetering on the idea of embracing a more authentic version of their business, even if that means rocking the boat. 

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★★★★★

Some lovely words from Lovely Day Event’s owner, Nicole Weiss

Wow! If I could shower Jess and Studio Crescent with a hundred stars, I absolutely would! I am beyond grateful for the exceptional work they did in bringing my website vision to life. Jess was an absolute delight to work with—professional, easygoing, and injected a healthy dose of fun into the process. I cannot recommend her enough! The website she created for me is nothing short of incredible, and I am bubbling with excitement to witness the exponential growth it will bring to my business. A special shoutout goes to Kat, the brilliant copywriter, who perfectly captured everything I wanted to convey but couldn’t quite put into words. If you’re contemplating a website design and rebrand, do not hesitate to choose Studio Crescent. Trust me, it’s an investment that will pay off tenfold. – Nicole Weiss

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Interested in working together to help your brand stand out in your industry and become the go-to choice? I’d love to help! Book a complimentary discovery call below to learn more!