Eventovate, an Irish high-growth company ranked in Europe’s top 100 technology companies, asked RichardsDee to devise a brand strategy, identity and direction for its innovative wedding planning software. The software suite removes bridal stress and injects inspiration into wedding planning. It enables couples to plan, customise and control every aspect of their big day, from compiling the guest list to keeping track of the budget through to creating inspiration lookbooks. Hotels offering the software service have a unique value-added edge in the competitive wedding venue market. The branding approach needed to create clear points of differentiation, underlining the premium positioning of the software along with its simplicity and user-friendly appeal.
We identified the brand’s essence as the power it gives couples to do things their way, to express themselves in the planning of their wedding. This sense of ownership was elevated through the name Moposa – a new combination of the Irish words for “my wedding” (“Mo” and “Pósadh”). The logotype features two ‘O’s of different sizes to represent two wedding rings – a smart but straightforward visual element with a clear connection to the heart of the brand. “Create your perfect wedding” is the direct and user-focused proposition which works alongside the logo and chimes with the Moposa brand values: personal, inspiring, enabling and intuitive. The creative approach incorporated a unique illustrative style that reflects the unique nature of every wedding.