Website and logo redesign for a luxury wedding planner

Luxury isn't always about having more. Sometimes, it's about having something that feels entirely your own.

For With Love Events, a Toronto-based wedding planner, luxury is not about expensive venues, designer dresses, or an immaculate aesthetic. It's about stories, personal touches, and a handful of small, meaningful details that express a couple's love story in a way that's uniquely theirs.

When I first spoke with the business owner, something about her immediately signaled that she was capable of staying calm under tremendous pressure. As we talked, I learned that she was a Primary Care Paramedic, running a wedding planning business on the side because she loved it.

That unusual combination carries something special: a profession that demands composure under pressure, alongside a creative business built around emotion, relationships, and personal expression. She brings both qualities to her work—a calm presence when things get overwhelming, and a genuine love for creating something intimate and beautiful.

I knew this was going to be a special project. We wanted the website and logo to communicate creativity, personalization, and authenticity in every way possible.

Together, we made deliberate decisions for the website and brand visual identity, including:

• Colours of passion: Instead of the beige and pale tones common in the industry, we chose a palette rich in depth and colour, with amethyst, ruby, and midnight blue as the leading tones.

• Vibrant photography: We didn’t shy away from large, colourful, quirky photos. Rather than forcing every image into a uniform aesthetic, we let the photography reflect the energy and personality of the events themselves.

• Asymmetry over perfect alignment: Things don’t need to be the same to fit together. We chose layouts that feel organic, while maintaining enough structure to make reading and navigation easy.

• Wax seal-inspired logo: With Love feels like the sign-off of a love letter, so we turn that idea into a symbol for the brand: an official stamp marking a new chapter in a couple’s story.

This project taught me to look beyond conventions and redefine what familiar labels can mean in ways that resonate with who you serve. Needless to say, I’d recommend With Love Events in a heartbeat to any couple getting married in Toronto.