-
Creative Direction and Why
- building’s history
- connects people to the space and how it is used
- ex: gallery wall with references, black and white photos
- callbacks to AE’s website
- unique graphics / assets
- darker color theme
-
Different elements and Why
- dog bone
- old phone
- historical context tied to the use of b/w photos
- vintage theme
- hexagon borders
- building’s facade pattern
- color scheme
- red, blue, gold and white similar to the logo
- acts as brand guidelines
- contact form paper texture
- sentimental note-like paper used for wedding stationary
-
How is it the same/different
- similar fonts and colors call back to AE’s roots
- differs in the overall color scheme and tone
- more toned down while staying true to the fun nature of AE’s voice
- there is overlap, but still separates its identity
-
Audience
- newly engaged couples (mid to late 20s - early 30s)
- seeking: modern venue with the proper amenities, professional, proper room
- corporate/business
- professional and fun tone without turning them away
- light and mature
- seeking: open concept spaces for business events and meetings
- young adult parties/events
- seeking: wine + dine events with a relaxing atmosphere and enough room to accommodate
- lighthearted website and tone provide more draw to the spaces
- overall, the space provides audiences with different amenities and is reflected in a lighthearted manner through the website, appealing to a wide group of people. the website is simply a gathering space and acts as a catchall for these groups through what the FRAN offers while also calling back to AE’s roots.