Project: Love, Carli Rebrand

Client: Love, Carli
Project Scope: Brand Identity, Web Design & Development


Brand identity design for Love, Carli’s rebrand from traditional wedding stationery business to an ecommerce site selling wedding website templates. Bright, daring and deliberately atypical of a wedding brand, this rebrand was all about breaking the rules and expectations of weddings and embracing the joy of planning authentically.

Comprising of a typographic logo with reverse contrast letterforms, an upside-down love heart logomark, an eye-popping colour palette, mixed type hierarchy and trendy brand illustrations, the new brand identity aptly reflects not only turning everything Love, Carli has been known for over the past decade on its head, but Carli’s vision for a change in the stuffy wedding marketplace.

The website redesign translated this new brand identity online into a colourful presence where potential customers could be informed, view features, inclusions and demo websites before making an easy purchase. Development included the implementation of a blog, ecommerce and email marketing and utilised a range of premium CSS and JavaScript customisations to create a unique digital experience - split screen design, sticky and scrolling sections, custom scrollbar, animations and a pop out mega navigation menu.

Other implementation of the brand identity included, business card, proposal document, eDM campaigns, email signature, social media templates, and Pinterest graphics

 

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The primary wordmark logo for Love, Carli in deep green on a dusky blue background. The wordmark features simple geometric type in all caps.
A secondary logo for Love, Carli featuring the letter C with an upside-down love heart as the full stop. It sits inside a scalloped circle shape. An animation has been applied that makes the logo spin infinitely.
Illustration of an upside-down love heart. An animation is applied that scales the illustration up and down to create a pulsing effect.
The home page layout of the Love, Carli homepage design mocked up on an iPad screen.
Colour swatches from the Love, Carli brand colour palette. There are six colours - a deep sea green, dusky blue, sky blue, neon green, highlighter pink and neon red.
Illustration of red, love-heart-shaped glasses. An animation is appled to make the illustration rock from side to side.
typography hierarchy for Love, Carli's brand identity. Includes a large condensed serif for the heading font, clean sans-serif for the sub heading font, paragraph text and buttons, and a wide serif for an accent font.
Illustration of two hands making a love heart gesture. An animation is applied that scales the illustration up and down to create a pulsing effect.
Business card design for Love, Carli. Th design is letterpressed into thick cotton paper stock in deep green ink. There are 2 business cards shown held by a pink bulldog clip on a blue background..
Illustration of an engagement ring in an open red ring box.
Mock up of a Love, Carli Pinterest graphic in the websites interface.