Brianne Johnson

Zola creative brief

Case study for Zola Brandcenter student project. Not for commercial use.

 
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the task

Show busy brides and grooms how Zola is an asset, not a burden.

THE A-HA

Planning a wedding feels like you’re under attack from all sides.

ZOLA’S JOB

Zola is base camp for wedding warfare.


 
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WHAT’S ZOLA?

Since launching a suite of wedding-planning tools to complement its modern registry system, Zola earned bragging rights as the only do-it-all wedding planner to fully integrate everything a couple needs—wedding invitations, website, guest lists, registry and more—into one free website.

WHAT’S WRONG?

Brides and grooms low on time and high on stress keep using the devils they know—a different wedding-planning and registry website for every task—rather than the one they don’t, but should.

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Like how have weddings changed since our parents tied the knot? And what would brides and grooms to-be, and their guests, change about wedding-planning? We found our answers in 16 in-depth interviews, a 75-response survey of engaged and newlywed couples, and broader research on the pearly-white world of weddings.


 
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1.

From the engagement photoshoot to the blowout bachelor party to the wedding-day hashtag, couples today are doing more for their big day—2 to 3 times more than generations before them.

2.

The urge to blend old and new is a never-ending negotiation for couples who want more modern wedding-planning and registry options, but face push-back from an industry stuck in tradition.

3.

As one groom put it, knowing that the end is near is the only thing keeping them going: “Especially when you’re months away from the event, it's hard to remember that it ends with something good.”


 
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Planning a wedding feels like you’re under attack from all sides.

Brides and grooms to-be today are doing more, and balancing more opinions, than ever. They’ve been taught to abhor bridezilla behavior, so they’re taking on the seemingly endless stress of wedding-planning with a smile—but it hurts. They’re not enjoying wedding-planning; they’re surviving it.

Zola is base camp for wedding warfare.

base camp:  n. a camp used as a base; a temporary base from which a particular activity can be carried out; spec. a camp from which explorers or mountaineers set out on the main part of their expedition.

Zola prepares brides and grooms to survive wedding-planning. Zola is their shelter—protecting all of their resources and tools in one place—and the single connection point where the couple, their bridal parties and registry-shopping guests calmly convene before heading back out to battle.

 
 

 

ACTIVITIES: 16 in-depth interviews / 75-response survey of engaged and newlywed couples / category and cultural research / SWOT and competitive analyses

THE BRIDAL PARTY: Emily Brown (ST) / Nick DeLeon (ST)