A wedding page that stands on events that actually happened.

The situation

A bride picks a planner on trust, and trust here is built by looking. Before writing to anyone she goes to see what the planner has done, how many times, and whether those events resemble the one in her head.

The material lived on Instagram, where nearly every planner’s work lives. The trouble with leaving it only there is that a profile runs in date order and mixes a wedding with a note about an open date, so a newcomer does not see a portfolio, she sees a wall.

The decisions

The first screen is a full-bleed photo from a real event, with no text competing with it and no call button in that first fold. In weddings the photo is the argument, and asking for the call before showing anything breaks the order in which people decide.

Two versions of the page were built with the same information and different art direction, so the business could choose with something in front of her rather than describing in words how she pictures it.

Services are split by type of event, because someone searching for a quinceañera and someone searching for a wedding do not want to read the same thing or spend the same money.

What the page includes

• Full-screen real photo up front, with nothing covering it
• Gallery ordered by event instead of by posting date
• Services split by type of celebration
• Two art directions of the same page to choose from
• A form that asks the date and event type, which is what a quote needs

See the full proposal →