LorenaEffe - Wedding Planner

Overview LorenaEffe is a wedding & event planning studio built around a clear vision: sobriety as the most authentic form of elegance. The brief wasn’t just to build a website, it was to create a digital identity that could communicate discretion, depth, and intentionality from the very first scroll.

The Challenge Lorena needed a coherent visual identity and a web presence that would attract couples who seek meaning over spectacle. The market is crowded with maximalist wedding brands. The goal was to stand out by doing the opposite: stripping away everything that wasn’t essential, and letting the quality speak.

My Role I handled the full brand and digital strategy: from defining the visual language and brand identity, to designing and developing the website. Every decision: typeface, spacing, color palette, copy structure, was made in service of one feeling: calm confidence.

Process Starting from a deep listening session with the client, I built a moodboard that captured the aesthetic direction before touching any tool. Once approved, I moved into Figma for wireframing, then into Framer for the final build. The photography direction and visual references were aligned from day one to ensure total coherence between identity and content.

The Result A website that doesn’t try to impress, it resonates. Clean layouts, intentional whitespace, and a typographic system that reflects Lorena’s personality: refined, trustworthy, human. A digital home that feels exactly like the experience she delivers to her clients.