Heirloom Events + Design
The Brand:
Heirloom Events + Design is a boutique event planning company based in Denver, Colorado. They began as a Day Of coordination service for local weddings, but expanded this year into partial planning and elopements. They came to me looking for help distilling their brand message and bridging the gap between weddings and elopements, especially when there are so few elopement planners.
The Project:
This was a full site copy project, including a completely revamped home page, about page, weddings page, a new elopements page, and a contact page. Heirloom specializes in fun, fresh, colorful, nontraditional weddings and elopements. We created a brand voice that was also fun and fresh, with a grounded, warm undertone to soothe anxieties of couples looking for help.
Most couples are told that they can either hire a full, hands on planner who does everything for them, or a day-of coordinator, who shows up at the last minute without understanding the full journey. Heirloom has carved out a magical space for themselves in between, where they can be most helpful to their clients while still honoring the couple’s desire to help plan and design their day. We assuaged their clients’ main pain points (“we want to be involved without doing it ourselves” and “how do we make our wedding feel like us when we haven’t even done this before?”) with honest FAQs and calls to action.
We were tackling a few big brand changes with this project. One of the brand changes for Heirloom was that they wanted to step away from the “day of coordinator” title, which is a near obsolete and confusing job in today’s wedding world. We still wanted to retain the inquiries for it, but help educate them that “day of” coordination isn’t really a thing, and what they were really searching for was a full coordinator or a partial planner.
The second big brand change was that they wanted to introduce elopement planning to their business. Elopement planning services are few and far between, and most couples elope to avoid hiring expensive vendors like planners. We needed to convince prospective clients that elopement planners may not be the norm, but are just as much of a boon to their planning overwhelm.
The Heart of It
We started Heirloom Events’ copy project with a quadrant of specialty services: coordination and partial planning, elopements and weddings. We had to find a through line between all four, so that Heirloom’s brand and spirit that shone through no matter who they were speaking to. On top of that, we had to get these couples to truly trust not just what Heirloom was offering them, but their ability to pull it off. Wedding planning is deeply personal, especially for Heirloom’s ideal clients, and it’s a fine line to walk.
The Weddings and Elopements services pages break down the pain points and offerings of their specific services, but we instilled trust throughout the entire site through callbacks to the team’s individual experience in the industry and their brand mission for genuine, untraditional celebrations.
