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.


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


Zola is base camp for wedding warfare.

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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.


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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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.


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.


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)