Since 2014, Truvelle saw significant growth in their company thanks to Gaby and her talented team. As the company expanded and moved into its new 9000sqft studio space, it was the appropriate time to redesign their website from a simple boutique site to a more matured website that would accommodate their growth in the coming years. We took this opportunity to also reassess the brand direction which would help inform the look and feel of the new website.
As we understood from Gaby, the model “Truvelle girl” is one who is grounded, relatable, intellectually witty, and cool yet approachable. That description was the basis for establishing the personality of the website and brand messaging.
The idea of an intellectual individual led us to find classic novels and books as a source of visual inspiration. And as silly as it sounded, we asked ourselves, "What would it look like if the new Truvelle website was like a book?"
We created a new moodboard for the overall direction and revisited the typesetting standards for the brand. The new brand direction would utilize hints of darker tones and warm earth tones to give contrast to the chiffon whites and creams of the wedding dresses.