sangeet & wedding Stationary & signage
WHO - WHAT - WHY
I was hired to create a suite of stationary and signage for a wedding and surrounding events. The couple wanted to celebrate the union of the the bride's American heritage and the groom's Northern Indian heritage. The designs needed to mirror the wedding invitations that had already been sent out and highlight the joy and stunning visual themes the multiple nights of the weekend would entail.
Create a suite of stationary and signage for a welcome dinner, Sangeet, and wedding ceremony.
Design and work with printing company to produce multiple visual elements that not only showcase both cultures but help guide the guests through a series of events.
Create a brand design that reflects the clients aesthetic, which blends modern and classic Western fonts with traditional Northern Indian colors and themes.
Wedding guests are able to easily glean information from various signage.
Clear, easy to read, a blend of welcoming and celebratory imagry.
Bright and cheerful, but also high-end feel.
Design welcome posters, weekend agenda, buffet food signage (2 nights), place cards, dessert and drink menus, party favor sticker design (turmeric jar lid)
In order to learn about the desires of my clients, I did a Zoom interview with them to learn more about what they envisioned for their wedding. I asked them to show me some other invitations and designs they felt represented their union and what the various events would entail. The couple was not happy with the graphic designer who created the wedding invitations and requested I take over the design creation of the printable items they needed for the rest of the wedding events. They asked me to base my designs after the invitations so there would be cohesion, but asked that I incorporate more of the Indian design they were seeking. They felt the original designer had been too rooted in the design of the brides cultural backround and were hoping to work with someone who could be more inclusive and honor the groom's culture clearly in the designs.
To gain a better understanding of what Indian wedding invitations looked like, I researched various popular styles online. Through market research, I was able to synthesize what was conventionally included on invitations, what was the most important information to emphasize, and what the most effective layout was:
An introduction of the couple; the who and what, usually in script for a romantic and classic feel
The details of date, time and location in a smaller but more clear font for practicality and easy reference
Bright colors and illustrative themes, usually a synthesis of foliage, hand holding, elephants, garlands, and geometric or henna-style designs.
OPPORTUNITIES FOR IMPROVEMENT
After researching different wedding invitation styles, I found that many designs leaned toward one cultural style or the other. My opportunity was to create a blend of both and show the modern and upscale feel the couple desired without losing the sense of bright joviality the Indian color pallete afforded.
I mapped out a schedule of the weekend to identify the different events that would be taking place. I also wrote out questions I imagined the guests would have and how the signage would help move the user seamlessly through the experience. Doing so helped me imagine when and where the guests would be entering, where the signs would be set up and instances that the guests would need direction and signage.
I created a page layout to create continuity between designs. Although I was still unsure of the body of the design at this juncture, creating a boarder and color scheme would ensure unity between all designs.
Taking what I had learned throughout my process to this point, I started to sketch some ideas for the welcome poster and various labels might look like. Sketching helped me to quickly get down ideas and consider the layout before taking the time to work more in depth in Illustrator and Photoshop.
I created a moodboard to showcase the look the couple was hoping for. They had gone on a trip to visit the groom's family recently, and had been inspired by the designs they saw on the Indian Food Trucks they saw there. They sent me some images they liked with fun boarders, colors that matched their theme and fonts that are traditional in Indian design. The moodboard I created was colorful, engaging and bold.
The main wedding colors for the couple's wedding had already been established as marigold, orange and pink. I chose the exact tones by mirroring the inspiration photos they shared with me in the google document, and added a bright red and turquise as accent colors for the flowers and boarders. Because the colors in traditional Indian design are so vibrant and saturated, I chose many bright colors to layer and play off of one another for the various designs. I designed an image of a lotus flower in Illustrator to use in the various designs for continuity, I chose the lotus flower becuase it is the national flower of India and symbolizes beauty, prosperity, spirituality, and eternity. I designed the two hands of the bride and groom wearing wedding bands and holding flowers together to use in various designs as well.
Synthesizing the work I had done thus far, I started creating fleshed out designs in Photoshop and Illustrator. I focused on the welcome poster as the main design feature to show the couple. Using this as a central example I could get feedback and make adjsutments. After finalizing with them, I could base the designs of the other events on this main design.
TURMERIC JAR GIFT STICKER
I started considering the design of the wedding favor. Turmeric is important element in Indian weddings, as a part of their union the bride and groom were covered in Turmeric and then washed by their families, Turmeric is considred an auspicious spice, which means future luck. As each guests would receive a jar to take hom with them, I dedecided to use the lotus flower I had created in Illustrator as the base of the sticker design as the lotus reprents similar prosperous qualities.
USEABILITY TESTING & EDITING
I began to share my designs with the couple to see if they were aligning with the designs and were interested in making any suggestions or changes. They decided that they preferred a cleaner and more simple font. While the font was reminiscent of the food truck fonts, they felt that it might be challenging to read for older guests, and they decided after all they wanted to have more continuity between all of the signage and stationary for the events to the original wedding invitations. They also asked to remove the leaf designs and asked for a more floral design becuase the leaves felt distracting to the text.
I had originally chosen a circus style font that was similar to what was shown on the Indian food truck inspiration photos but after initial designs, they asked me to change the font to a cleaner and more western and modern font, which felt more upscale to them and matched back to the original wedding invitations that had already been distributed. I also had created a pink lotus design that I changed out for the gold lotus design created in Illustrator, which looked more clean and could be used in the other designs in a variety of colors.
TURMERIC JAR GIFT STICKER
I then created a more complete idea for what the sticker would look like. I included the important details the guests could look back and have the memory of the date and location of the union of Prad and Shyana.
The weekend agenda had a huge amount of information that needed to be included, and was going to be printed on a fairly small piece of postcard-sized paper so the guests could keep it handy for the whole weekend. I included all times and locations in the same format so the guests could easily reference the information as they headed out the door during the busy schedule.
Compiling all the information I had worked on I completed all of the updates to my Adobe files and complied finalized PDFs to send to the printing company. I did a final check with my clients to ensure they were satisfied with the completed designs. For the welcome poster, I removed some of the unnecessary wording and made the background colors of orange and pink solid colors for clarity and simplicity, so it was easy on the guest's eye as they entered the venue.
RECEPTION WELCOME SIGN, PLACE CARDS & TABLE NUMBERS
Another welcome poster for the third and final night to welcome guests into the venue as well as markers for guests to locate the table they had been assigned to and their spot specifically at the table.
TURMERIC JAR GIFT STICKER
After conferring with the couple, they decided they preferred the font be pink instead of orange so there was more contrast between the font and color of the spice in the jar. I flipped the color of the dots and the text and the design was now complete.
I created three designs for the food labels that made space for the variations of dietary restrictions and spice levels so the guests could easily read what they were putting on their plate. Many guests were vegetarian and the flame was included to show what items were spicy.
I used the layout and the designs I had created thus far to make informational posters for the welcome dinner. I created a welcome sign, as well as a sign for the seafood station, and the vegetarian buffet. The welcome sign was slightly different from the other signs, but with the logo of the venue the intention was to reflect the Pacific Northwest tone - where the welcome dinner was held, and where the bride is from.
HAND-OFF - Because the documents would be final after sending to the pinter, I reviewed and revised multiple times to ensure there were no typos or errors. After finalization, I emailed the files to the printer and the designs were actualized.
The couple loved the desings and the finalized printed items came back beautifully from the printer. Guests were easily able to get the information they needed so they could enjoy themselves. The couple and their families were able to relax and focus on the purpose of the weekend - celebrating love, not answering questions from confused guests.