I was introduced to Christy Baird at LOHO bride while shopping for my own wedding dress. We mutually clicked: she, a whip smart entrepreneur, and me, a creative in San Francisco eager to work on more passion projects.
We got together and chatted about our first project: The LOHO Bride spring 2016 look book. Christy wanted to launch a magazine of sorts that served as a keepsake for each season. It was the first in a long series of look books where Christy would commission photography featuring the beautiful and unique offering of wedding dresses for the season. I was tasked with making them come to life in an inspirational look book that would be on display in her boutiques, serve as an archive of Christy's impeccable taste as the embodiment of the LOHO brand she created from scratch, and as a shoppable token to individual brides everywhere.
After a briefing with the client, in which she explained in detail the spirit of a LOHO bride customer and her goals with the look book, I began by exploring various concepts for the book. We had discussed a few visual references at our kick off meeting, so with those in mind I began preliminary layouts. The client gravitated towards look one and three, ultimately merging a few of the elements of each to create a fourth option. Because of the saturated nature of the photography direction, we chose to keep the color palette extremely muted and minimal, allowing the photographs to speak for color.
Romantic, brush strokes, blush.
Modern, graphic. Minimal color treatments
Layered, complementary, emotive.
Because the color palette was essentially black (the text), white (the paper), and whatever the photographs contained, this presented a rich opportunity for typography to fill in the narrative. I knew from the beginning of the project that the romantic nature of the look book would be best captured by a serif. I ended up choosing Duan Penh regular: a delicate and regal serif pairs well with the house font of Brandon Grotesque.
Achieving optical spacing — an overall satistfying aesthetic balance between the characters on the page — by taking x height of the dominant type and using that to establish mathematical rules for other component palcement.
The photoshoot featured two models, different outdoor locations, and various looks. I selected photos that told a romantic narrative, taking into account how the book would flow from start to finish. I color corrected photos, edited, and retouched many of them to ensure a cohesive feel throughout.