CHOOSE PROJECT
Top challenges we overcame
She knew the feeling she wanted to evoke, but needed a clear, defined identity that expressed it consistently.
CHALLENGE ONE
Turning Diana’s personality into a distinct, ownable brand
CHALLENGE TWO
Creating a tone of voice that felt human, warm, and truly hers
The challenge was avoiding celebrant clichés and crafting something personal, welcoming, and modern.
It needed to feel joyful and emotional without tipping into overly whimsical or too formal.
CHALLENGE THREE
Designing a visual identity that balanced heart, elegance, and professionalism
We developed two fully realised brand territories — Blush Horizon and Nautical Sunset — each with its own palette, typography, and emotional world.
CHALLENGE ONE
Exploring multiple creative directions that still felt true to her
CHALLENGE TWO
Building a scalable brand system with clear rules and flexibility
The guidelines needed to work across web, print, social media, and ceremony materials.
The language, UX flow, and content needed to ease people into a sensitive emotional journey and make them feel understood.
CHALLENGE THREE
Crafting messaging and structure for a website that speaks directly to couples and families
Brief
When Diana approached us, she wanted a brand that reflected who she is at her core and supported a website that would speak confidently to couples, families, and individuals seeking something meaningful and personal.
Diana asked us to help her:
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define who she is as a celebrant
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craft a warm, human tone of voice
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build a brand identity that reflected her empathy and professionalism
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explore multiple creative routes for colour, typography, and emotional style
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create full brand guidelines she could use across her business
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structure her website messaging with a welcoming lead, approachable CTA, and ceremony-by-ceremony clarity
The goal was a brand that felt personal, elegant, and unmistakably her — a celebrant who listens, adapts, and creates ceremonies that feel true to each client’s values.
Brand strategy & positioning
Diana wanted a brand rooted in acceptance, empathy, and emotional presence. We translated these qualities into clear brand pillars — flexibility, individuality, warmth, considered design, and dignity. These gave shape to how the brand should feel, look, and sound.
Her target audience is incredibly varied, from couples planning a heartfelt wedding to families celebrating new chapters. The positioning needed to hold space for all of them while remaining centred on the idea of ceremonies made for you, not templates.
Tone of voice creation
Diana’s tone had to be human, so it needed to be warm, grounded and sincere.
We shaped a tone that:
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speaks gently but confidently
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reassures without overpromising
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avoids flowery clichés
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centres the client’s story
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feels welcoming from the first line
We built the hero line: “How can I help?” — a simple, disarming question that places clients at the centre.
The supporting line, “Your Ceremony, Your Way,” anchored the emotional heart of the brand.
The CTA — “Get in touch, and let’s chat about how we can bring your ceremony to life” — closed the loop with friendly confidence.
Brand identity creation
Using insights gathered from early conversations, we developed two fully formed brand directions, each with distinct palettes, typography, and emotional cues:
Blush Horizon
A warm, vibrant palette of sunset-inspired gradients — confident pinks, purples, and oranges. Typography combined Playfair Display with DM Sans for elegance and clarity. This direction expressed emotional openness and celebration. (Pages 3–12 of file)
Nautical Sunset
A calmer, more timeless palette inspired by coastal sunsets — amber, coral, deep blues. Typography combined Marcellus with Open Sans for a classic, gentle aesthetic. This route felt sophisticated, heartfelt, and tranquil. (Pages 13–22 of file)
Both directions were presented as fully built-out mini systems with website mockups, palette options, typographic hierarchies, gradients, and brand use examples to help Diana visualise how her brand could live across touchpoints.
Brand guidelines
Once the final direction was chosen, we produced a complete set of brand guidelines:
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primary and alternative logos
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brand marks including the DB monogram
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warm, welcoming colour palettes
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clear typographic hierarchy using Playfair Display and DM Sans
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guidance for gradients, white space, and legibility
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application examples showing website and print execution
The guidelines gave Diana everything she needed to move forward with a brand that feels cohesive, elevated, and unmistakably hers.
Website messaging & structure
We shaped the content architecture around emotional ease and clarity:
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an inviting homepage hero introducing Diana as a warm presence
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ceremony pages that speak directly to the needs of each audience
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messaging that avoids templates, emphasising bespoke collaboration
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gentle reassurance for non-traditional or identity-based ceremonies
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a single, friendly CTA that stays consistent across all pages
This structure brought the tone and identity together into a user-friendly, emotionally supportive experience.
Result
The new brand gave Diana a voice and visual identity that finally reflected who she is — warm, thoughtful, and deeply personal in the way she supports her clients. The tone of voice helped her speak with clarity and confidence, and the guidelines gave her a full system she could use across her website, ceremonies, print materials, and future marketing.
Clients instantly responded to the shift. The messaging made it easier for couples and families to understand what a celebrant-led ceremony could feel like, and the brand’s gentle warmth helped people see Diana as someone they could trust with life’s most meaningful moments.
The guidelines now give her a long-term foundation to grow, ensuring every touchpoint feels consistent, elegant, and unmistakably “Diana.”
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Client's perspective.
"Thank you both for all your help - my website looks amazing. Thank you again, I couldn't have got here without both of you!"
Diana Beavon
Owner, Diana Beavon Celebrant
5/5:
