WeddingWire Invitations
WeddingWire was entering an entirely new product category — its first collection of wedding invitations — alongside sister brand The Knot. The challenge was to make the line feel distinctly WeddingWire, clearly differentiated from The Knot Invitations, while fitting naturally into a couple's broader planning journey.
I defined the visual direction for the launch across branding, photo art direction, campaign design, and supporting product experiences. The result was a flexible creative system that introduced the collection, flexed for seasonal promotions, and positioned WeddingWire as a credible, style-forward option in the invitations space.
Role: Brand Identity, Photo Art Direction & Design Lead
A system built to flex
The digital experience put the new photography system front and center, using motion to make the suites feel dynamic and shoppable. We built the imagery to be flexible — so teams could swap in new designs after production and add products without commissioning a new photoshoot each time.
Featured left: Free Sample Kit landing page
Featured below: Launch Homepage
From inspiration to purchase
To help couples buy with confidence, I led the design of a bundled sample kit — invitation samples, planning tools, color swatches, and a promotional offer — that doubled as an introduction to the rest of WeddingWire's planning ecosystem.
Seasonal without starting over
Seasonal promotions were a chance to flex the brand without breaking it. I introduced holiday palettes and promotional energy that created stand-out campaign moments while staying tied to the core WeddingWire paper system.
Team & PartnersHaley Brennan (Copywriter), Daniela McInerney (Photo/Video Producer), Tamera Darden (Photographer), Danielle Wood (Stylist)