Audience

Jessie’s ideal clients are people who want a streamlined, high-quality planning experience — couples aiming for destination or luxury celebrations who value thoughtful curation, clarity, and trustworthy vendor relationships. They want reassurance that planning will be organized, enjoyable, and centered on their partnership rather than industry jargon or outdated expectations. These insights guided tone, language, and visual decisions across the brand system.

What We Did

Creative Direction & Visual Strategy

I started with a mood board and creative direction that blended modern elegance with grounded, approachable elements. The visual story needed to signal both luxury and comfort — colors and forms that feel premium without being fussy.

Logo & Mark System

I designed a multi-part identity system:

• Primary logo: a balanced mark combining a modern serif wordmark with a square emblem to convey trust and structure.

• Alternate logo: a clean typographic logo with dramatic ligatures for editorial moments.

• Submark: a rounded rectangle submark that integrates Montserrat and the square motif for flexible use across stationery and social.

Icon Symbolism

The square icon is composed of four symbols woven together: a stylized S, two overlapping rings, a Venn diagram (for union/relationship), and the square form itself. Together they demonstrate how a clear, client-centered process that keeps the couple at the center makes planning organized, calm, and fun. This icon aligns with the overall brand promise:

We’ll take it bit by bit to SIMPLIFY the process all while keeping your LOVE at the center, thus, Simp-love-fy.

Color Palette

I developed a color palette that feels modern and down-to-earth while still luxurious:

• Primaries: forest green, sage green

• Accent: gold

• Neutrals: linen, beige, sienna

Typography

Typography was chosen to balance elegance and legibility:

• Custom modern serif (logo & display ligatures)

• Lora for headers (refined, readable serif)

• Montserrat for body copy (wide, legible sans-serif)

Supporting System & Collateral

I created organic brand patterns, stationery options, and curated a brand photography direction that avoids stereotypical pink and “fluffy” wedding tropes. Photography focuses on authentic moments and editorial compositions that feel timeless and inclusive.

Journal & Marketing Assets

I designed a journal cover for Simplovefy’s custom planning journal, plus a marketing flyer/card to demonstrate the brand in print and show the hierarchy of type and color in real applications.

Homepage Wireframe & Front-End Design

I built a homepage wireframe and front-end visual concept to show how the brand translates to a website — typographic hierarchy, color usage, and content blocks that highlight process, services, and the recommended vendor list. Jessie decided to build the site herself for budget reasons, so I delivered a thorough starter kit she can implement confidently.

Conclusion

Simplovefy’s identity balances accessible luxury with warmth and reliability. The system I delivered gives Jessie a professional, inclusive foundation to attract the clients she wants — from intimate local weddings to future luxury destination bookings. Even though Jessie opted to build her website independently, she now has a complete visual and UX starter kit (logo system, color and type hierarchy, wireframe, marketing assets, and a brand guide) that positions Simplovefy to grow with confidence.