Maureen Hall Invitations
featured project
A thoughtful rebrand for a longtime Park Avenue staple, designed to honor the recognition Maureen Hall Invitations had built while creating a more current expression of the brand. Through strategy, identity, photography, and a completely reimagined digital presence, we created a brand experience that feels established, elevated, and ready for its next chapter.
The Shift
With years of experience and a storefront in Winter Park’s upscale Park Avenue shopping district, Maureen Hall Invitations had already established something many brands spend years trying to build: recognition, trust, and a distinct presence within the community.
Her handwritten script logo had become a familiar part of that identity, but the brand’s digital presence had not evolved at the same pace as the business. The existing website felt dated, was difficult to navigate, and had become cumbersome for Maureen to update herself. Over time, that friction meant new work wasn’t being added consistently, leaving the website with a portfolio that no longer accurately represented the breadth or caliber of her current work.
During our brand consultation, we identified the opportunity to preserve the equity Maureen had built while creating a more sophisticated, streamlined brand system around it. The goal wasn’t to reinvent a recognizable local business—it was to give it a stronger foundation for the future.
Drag the slider to view the before and after of Maureen's rebrand!
making it happen
Becoming the Brand
Rather than retiring the handwritten logo clients had come to recognize, we chose to give it a new role within the identity. The original script became a secondary mark, preserving a meaningful piece of the brand’s history while allowing us to introduce a new primary logo that felt cleaner, more contemporary, and better aligned with Maureen’s clientele.
From there, we expanded the visual identity into a more complete brand system—one that could move seamlessly between her storefront, website, stationery, photography, social content, and marketing materials.
The website became an equally important part of that evolution. We moved the site from WordPress to Squarespace to create an experience that was not only more intuitive for potential clients, but easier for Maureen to manage behind the scenes. The new site simplifies the way visitors move through her work, creates a more curated presentation of her portfolio, and gives the brand room to evolve without making every update feel like a technical project.
The result is a brand that still feels unmistakably Maureen Hall Invitations, but with a more refined and relevant expression of who the business is today.
The Launch
Bringing the new identity to life required building more than a logo and website—we needed an entirely new library of visual content to support the brand across every platform.
We planned and produced a full brand photography shoot that included styled imagery with models, detailed product flat lays, updated headshots, and lifestyle content that captured both Maureen and her work in a more editorial way. Video content was captured alongside the photography, creating a versatile collection of assets for the website, social media, and future marketing.
We designed and launched the new Squarespace website, migrated the brand away from WordPress, and handled the technical setup required to make the transition seamless, including the backend configuration of her domain. The site was built around a more intentional user journey, with simplified navigation and a concise portfolio that allows the work itself to take center stage.
To support the launch beyond the visual transformation, we developed a comprehensive SEO strategy to improve how the brand could be found organically and paired it with Google Analytics to establish a clearer picture of website traffic and user behavior moving forward.
Together, the updated identity, new content library, streamlined website, and digital strategy created a cohesive foundation for a legacy Winter Park business—preserving the recognition Maureen had earned while giving the brand the tools to remain relevant, visible, and easy to maintain for years to come.
A full overview
The Recipe
+ BRAND COACHING
+ partial REBRAND
+ online identity: website, google business & domain setup
+ brand photography
the brand shoot
see the site
from Maureen
She gave me a more polished look while still keeping it recognizable.
I realized my website had become dated and wasn’t showing my work the way I wanted it to anymore. I also knew my branding could use a refresh, but it was important to me that we didn’t lose the recognition I had built over the years.
Kristen helped me look at the whole brand—not just the website—and guided me through updating my logo, colors, fonts, photography, content, and overall look. She gave everything a more polished feel while still keeping it recognizable and true to my business.
She also recommended moving my website to Squarespace, which has been much easier for me to manage and update. She handled all of the technical details, helped organize my portfolio, and made the entire process feel simple and thoughtful. My brand still feels like me, just more polished and current, and my website finally feels like an accurate reflection of my work.
