THE GALLERY
Audience Research · Brand Strategy · Web Design Concept
LOGO ITERATIONS
PROJECT OVERVIEW
The Gallery Events Venue approached me to create a clean, elegant website concept that would attract their primary market: brides-to-be. Alongside the design, I conducted a competitor audit and market analysis to clarify their brand positioning and align their message with the emotional and logistical needs of their audience.
THE CHALLENGE
In a saturated events market, The Gallery needed a brand and digital presence that could cut through the noise — especially with brides facing overwhelming planning decisions, budget confusion, and vendor overload. The goal was to present The Gallery as a calming, reliable, and stylish choice for their special day.
Research & InsightS
Our research revealed a key gap: brides in Utah County are overwhelmed by planning and crave simplicity, transparency support, and trustworthy guidance—something most competitors fail to deliver.
“ I wish I knew how many little details are involved!”
“I wish I knew how much renting everything individually vs an all inclusive venue would be… yikes is all I have to say.”
“If you can afford it, spend money on full service planning. Wedding planning is ALL decisions and the decision fatigue is so real!”
“We made sure it was in budget, all inclusive, and naturally beautiful. We didn’t want to spend a lot of money on one time use decor.”
“Also, at minimum, a Day-Of coordinator is a worthy investment, a literal lifesaver. The only reason my day went so smooth was because of her”
“either lodging on site or nearby. It’s much better to have a wide variety of accommodations nearby”
Brides real experiences shared on Reddit
THE AUDIENCE
By analyzing audience experiences shared online, conducting segmentation research, and mapping out goals, needs, and emotional pain points, we uncovered a clear picture of the modern bride’s mindset. Common themes included decision fatigue, budgeting stress, and a desire for a smoother planning experience—revealing key opportunities to build trust and reduce overwhelm through design.
Competitor Landscape
LESS THAN 20% OF VENUES IN UTAH COUNTY DISPLAY THEIR PRICING ON THEIR WEBSITE
ONLY 30% ask vendors to offer 5–10% discounts as part of their preferred vendor lists AND MOST DON'T publicly promote PREFERRED vendor discounts
LESS THAN 5% OFFER LOW BUDGET COORDINATOR OR TRANSPARENT CUSTOM PRICING
Strategic Opportunities
Offer customizable packages to reduce overwhelm
Provide preferred vendor partnerships with full discount transparency to simplify decision-making
Position The Gallery as a calm, elegant, trustworthy partner in the planning journey
Highlight planning assistance as a unique benefit
Design Direction
A timeless brand aesthetic rooted in calm elegance and soft sophistication, designed to speak directly to the bride’s desire for beauty and ease.
FONT SELECTION
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