Issue link: http://digital.canadawide.com/i/171645
Jumping on the Brand Wagon Wedding Branding helps couples personalize nuptials Written by Diana Stein E very couple has a unique history, character and identity. But when it comes to planning their weddings, many brides and grooms struggle to create a celebration that truly conveys that identity and tells their story. Roxanne Cave, an event planner and owner of Whistler-based Celebrate Events, has experienced this frequently. "Every time they see something new and shiny, they want to incorporate it into their wedding, and it becomes challenging," she reflects. In other cases, the groom may not be enamoured with his intended's vision of their wedding, but cannot articulate his reasons and does not have clear ideas of his own. Cave, a 45-year-old Australian who came to Whistler to ski and stayed for love, had an idea that could help couples in situations like these: wedding branding. The word "branding" typically has a corporate or business connotation, but Cave determined that in the context of weddings, it could help couples develop a consistent nuptial theme that would tie every aspect of their celebration together– from save-the-date cards to take-home favours. Teaming up with local graphic designer Kyla Getty, Cave created a branding workbook that escorts couples step by step through a process that begins with exploring their life as a couple – hobbies, shared beliefs and experiences – whatever brings them together and sets them apart. As Cave puts it in the Wedding Brand Workbook: "What is the essence of your life together?" www. r e al we d d i n g s . ca RW21_part 1.indd 71 71 9/19/11 3:26:43 PM