WeddingWire Invitations
WeddingWire set out to launch its first collection of wedding invitations, expanding the brand into a new product category alongside its sister brand, The Knot. The challenge was to create a look and feel that differentiated itself from The Knot Invitations and felt distinctly WeddingWire while still fitting naturally within the broader wedding planning journey.
I defined the visual direction for the launch, including branding, photo art direction, campaign design, and supporting product experiences. The result was a flexible creative system that could introduce the collection, support seasonal promotions, and help WeddingWire show up as a credible, style-forward option in the invitations space.
Role: Brand Identity, Photo Art Direction & Design Lead
Digital Design
The digital experience put the new photography system front and center, using motion to make the invitation suites feel more dynamic and shoppable. We built the imagery to be flexible, allowing teams to swap in different designs after production and support a broader range of products without needing a new photoshoot each time.
Featured left: Free Sample Kit landing page
Featured below: Launch Homepage
Sample Kit
The sample kit was designed to help couples move from inspiration to purchase with more confidence. I led the design of a bundled experience that combined invitation samples, planning tools, color swatches, and a promotional offer to support conversion while introducing couples to more of WeddingWire’s planning ecosystem.
Promotional Reskins
Seasonal promotions gave us a way to flex the branding without losing consistency. By introducing holiday-specific palettes and promotional energy, I created timely, stand-out campaign moments that still felt connected to the broader WeddingWire paper system.
Team & PartnersHaley Brennan (Copywriter), Daniela McInerney (Photo/Video Producer), Tamera Darden (Photographer), Danielle Wood (Stylist)