116 Pall Mall – Weddings
Creative to promote the hire of 116 Pall Mall in London as a unique and magnificent wedding venue.
116 Pall Mall is a unique and versatile building, which means that the target audience for corporate hire greatly differs from the wedding audience.
One of my challenges during the rebrand of 116 was to consider how weddings would be promoted. During my research it was clear to me that the use of pattern would be an ideal way to bring cohesion to the brand’s key areas. For weddings, I was drawn to the elegant and beautiful chinoiserie patterns that were synonymous with the Georgian period.
Wishing to avoid falling into a cliché of using ivory and swirling patterns that are often seen in wedding creative, I chose mauve and rose as the main colour palette for weddings, and sourced stock patterns of foliage and birds, giving the creative a romantic, wistful feel and staying true to the heritage of the building.
In print, the wedding brochure features a metallic rose gold on the cover, giving the literature a premium, luxurious feel.