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CLIENT

MOMENTS MADE

CREATING LUCRATIVE POSSIBILITIES THROUGH A HEARTFELT REBRAND ↓

SERVICES

MARKET & COMPETITOR RESEARCH & ANALYSIS

BRAND STRATEGY, MESSAGING, & NAMING

BRAND IDENTITY SYSTEM & LOGO DESIGN

WEBSITE UI/UX DESIGN & DEVELOPMENT

BRANDED MARKETING & SALES COLLATERAL

ONGOING SUPPORT WITH MARKETING CREATIVE & CONSULTING

BACKSTORY

A bridal shop in downtown Salt Lake City, Utah had been in business for years despite being the largest bridal shop in the region, and yet struggled with the slight awkwardness of maintaining dual branding—both LatterDayBride and Gateway Bridal & Prom—for its two different audiences. Interested in growing their business, they came to House of DNM for business and branding advice, and help carrying out the business re-organization with a strategic shift, as well as rebranding what was two brands down to one. This happened only by crafting and executing a surgically precise, multi-phase rebrand over the period of several years. We were able to help their hardworking founder revolutionize her business, move into a new space that she owned, and ultimately successfully sell her business happily years before she planned to.

CHALLENGE

It was tricky and confusing trying to juggle two in-house brands targeting two different bride demographics in parallel. A thoughtful strategic analysis by House of DNM revealed that the brand would do better to align under one name and one identity—and so the second brand was repositioned into a special collection under the new singular brand—while the primary brand expanded its storytelling and marketing to feel much more welcoming and inclusive to all their bridal, prom, and event customers.

SOLUTION

House of DNM carried out a complete rebrand and naming update to appeal to all brides no matter their personal background, style, or dream look. We dialed in the motto, “We believe in beautiful” as a nod to just how personal yet universal it is for a bride to desire to feel her absolute best on her wedding day.

We commissioned a photo shoot, crafted a full suite of branded materials ranging from signage to business cards, print materials, advertisements, and even branded hangers. A fully updated website and social media presence completed the picture. Then, a few years later, the business owner was able to finally transition to their eventual name—departing from any lingering connotations holding their own brand back. The city’s bridal boutique clientele welcomed Moments Made, a premier shop catering to brides of all backgrounds and beliefs.

RESULTS

With a broadly appealing name and brand, business steadily built even better than before. The owner saw such success that she was soon able to purchase her own building and create the perfect branded atmosphere for the shopping experience she wanted to facilitate for the women who walked in. Every interaction between brand and bride felt gorgeously crafted, well curated, and, above all, special. Just as it should be. Eventually the founder was able to attain her own dream, successfully selling her business.

A ROUND OF APPLAUSE

“House of DNM exceeded my expectations and produced a brilliant product. They embodied and articulated all that was in my heart that I hope to convey and surprised me with their ingenuity.”

MOMENTS MADE
NICOLE THOMAS HUTCHINGS • FOUNDER & CEO

“We loved working with House of DNM! Danielle and her wonderful staff were hand selected to understand the intricacies of our very niche brand. Working with them, we truly discovered where our brand needed to go. It wasn’t the direction we set out in, but the final product was more than we could have hoped for! Thank you House of DNM for enhancing and revitalizing our business!”

MOMENTS MADE
LOLA DUNN • OPERATIONS MANAGER