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Vue.
Stepping away from the traditional wedding venue company, toward an elevated, premium experience.
Client
VUE
Industry
Weddings
Services
Brand strategy, positioning, identity, art direction, website, print
Audience
Couples and wedding vendors
01
Brand strategy first.
VUE turns a wedding into digestible payment plans and connects couples to partnered vendors and venues, with the relationship continuing after "I do."
The strategy was positioning. Most of the category looks and sounds like a traditional wedding venue company. We set out to move VUE away from that, toward an elevated, premium offering: exclusive, but within reach, with the service of a personal concierge.
That position became the brief for everything else: the identity, the voice, the shoot, the website and the print.
The traditional wedding venue company
Gold. White. Pastels.
VUE
Driving through the city at night. Streetlights on the window. Lo-fi on the radio.
Comfortable, intimate and quiet. The goal was that elusive thing: exclusivity that still feels within reach. The voice is a friend giving expert concierge service.
Positioning map
Where the category sits, and where VUE moved.
Sound familiar?Stuck looking like everyone else? ↗Positioning is where we start.Couple
Responsible Rob & Rebecca
Couple
Less responsible Lexi & Liam
Vendor
Vendor Vanessa
Beyond the couples, VUE had to win over the wedding vendors it partners with. The design holds the same quiet tone across every audience and service.
We directed the shoot, not just the layout.
We art-directed a photo shoot in New York City: night streets, warm light, rooftops and quiet moments of peace and love. Locations, mood and styling all came from the positioning. The shoot set the visual language for the whole brand.
A different view.
The responsive site shows service options for couples and vendors, and uses storytelling to show what booking VUE actually feels like, down to a payment estimate based on the date and package.
Sketch, wireframe, build.
A welcome box for partner venues, packed with print collateral that carries the same quiet tone into the physical world.
Brand strategy, positioning and identity for businesses tired of blending in.
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