Rhonda Spratt, the owner of Bella Luve (pronounced Loo-vay) is an events planner for busy professionals in Georgia. She is passionate about creating and planning events that empower, uplift, and celebrate women. She initially approached me to redesign her website, but realized that her goals meant that she needed a brand new logo as well.
Rhonda’s goals for the rebrand were twofold: 1) she wanted to be more confident about bringing her business to a more upscale clientele; 2) she also wanted to expand her services to include weddings. She therefore needed a brand and website design that would appeal to a more affluent market, and also reach out to brides specifically. I appreciate the fact that she trusted me to help her achieve those goals.
The initial moodboard was an extension of her old brand – full of jewel tones like purple, magenta, and teal. While discussing the design direction, and after getting to know her goals better, I suggested removing the purple and teal from the color palette, and use deep raspberry/claret color with gold and black. I was so glad she agreed!
Rhonda and I agreed that a custom ornate emblem paired with luxurious typography was the way to go. (The Academy Awards had just aired, and it was very obvious at that point that baroque is back in a big way. )
(Confession: I added this as a submark for the website header, but ended up loving it more than the primary logo)
THE BRAND GUIDE
BUSINESS CARD DESIGN
The main challenge we had for the website was that Rhonda didn’t have any wedding photos yet, as it was a very new service that she was offering. And she didn’t have the budget for a styled shoot either. (Which is what I urged her to do if she wanted a professional, high-end look.). The compromise was to search for stock images that conveyed the kind of events she wanted to be known for.
This was her website’s homepage before:
This is what it looks like now:
Both her events planning and women’s retreats are given prominence, and the images reflect her creativity and personality.