Loverly

Loverly's WordPress site was heavy and not performing, and the brand hadn't been revisited in almost ten years. It needed to appeal to a modern bride: someone looking for inspiration that reflects her own taste, alongside practical tools to make planning feel manageable. The challenge was to bring that freshness and ease to an established wedding platform without losing the recognition it had built.

I led the brand evolution and the website redesign: the new visual direction, and the design for a custom CMS. I directed design through the move from WordPress to a custom platform, which ZNZ Systems built.

A refresh, not a reinvention. The logo stayed, so almost a decade of recognition stayed with it. Around it, a new serif gives the typography poise, a burgundy and blush pink palette sets a romantic mood, and ethereal, evocative photography puts Loverly's vendors centre stage. Same brand, dressed for a modern bridal platform.

The website brought a different kind of complexity. Loverly is a large platform with a strong media presence, bringing together editorial stories, real weddings, vendor discovery and planning tools. The redesign needed to make those different journeys feel connected, with clear navigation and consistent page layouts that could support a large, photography-led content library. I balanced the expressive brand direction with a flexible design system, giving the imagery room to lead while helping brides move naturally from inspiration to action.