The Pros leadership team approached Lyquix to help them evaluate the organization's brand identity and product offerings. Lyquix worked together with The Pros to bring an identity concept to fruition that focused on storytelling as the unifying force. The Pros’ marketing needed to focus on a smaller set of services, remove user barriers, decrease decision points, and replace visual branding. Together with The Pros’ leadership, Lyquix developed a three-phased approach to efficiently implement these changes.

As part of the new storytelling focus, The Pros curated a collection of more emotive and journalistic style photography. Meanwhile, Lyquix paired a modern handwritten script, Bernaillo, with a 1916 era sans serif, P22 Underground. The type combination has a bouncy, eclectic energy that feels familiar and refreshing. Lyquix also introduced a linear icon system to help the user quickly identify key points and to add warmth and energy to more content-heavy pages.

The new homepage was reformulated to not only highlight the three main services but also to showcase more photography and communicate unique services and deals. Package pages needed to be reorganized from 15 pages into 3, add-on services needed to be prioritized to reduce visual noise on main service pages, and the cart flow needed to be more succinct to reduce decision fatigue.

The last phase of the project focused on extending the new branding system into various marketing pieces to be delivered to partnering brands, showcased at bridal shows, and sent out to client inboxes. Lyquix’s thorough process to create a concise and specific vision ensured that branding visuals flowed seamlessly from one medium to the next.

Lyquix collaborated with Nell Photography to update The Pros product photography. Our goal was to document each wedding album option with polished studio photography, as well as relatable lifestyle shots. Lyquix worked with Nell Photography to determine all of the artistic aspects of the shoot including casting, attire, sets, and props. The resulting imagery perfectly captured the tone and style for The Pros’ users.