February 13, 2019

My Heart Behind the Rebrand


On the surface it may look like my rebrand is just a fresh new look: a new logo and website to match my brand. But with it comes lots of exciting changes to my workflow, my services and most importantly, the way I connect with my couples!

It all started last spring.

I was working with a couple on their album, following my normal process. After I complete a wedding gallery, I upload the photos to an online gallery and send them on their way. If they ordered a Signature Legacy Album, I design it online and send an online proof so they can add comments for revision or approve the design.

In this case, after I delivered the online proof of the album design, my bride emailed me with a simple question: could we meet up over coffee and go over the design together? While she loved the design, she wanted to be sure all of her favorites made it into the final version. The more I thought about it, the more it made sense. Isn’t sorting through 900+ wedding photos and narrowing them down to your favorites already a daunting task? Add in the fact that the photos you swap out need to match the surrounding photos just right or be a certain orientation, and it can be downright frustrating. Of course I’d love to help in person!

But as I drove to the meeting I’ll admit it: I was a little nervous. While I stay in touch with most of my couples after their wedding, it’s a little different going through the gallery together. What if she didn’t like how I photographed certain parts of the day and mentioned that at the meeting? What if I had trouble bringing her vision to life?

As it turned out, it was one of the BEST meetings I’ve ever had.

Catching up with my bride was a blast, and I loved getting her perspective about the gallery. Some of her favorite moments may have looked ordinary to someone on the outside, but as she explained WHY it meant so much to her, it really clicked. Hearing what made the day so special to her made all the difference, and suddenly my work felt even more meaningful.

Together, we ended up designing extra spreads to get in more memories, and we were extra intentional about the existing ones. I was able to show her the paper options and cover options, which is a lot easier than trying to explain on my website. (I do show these at the initial consultation, but for many of my couples that’s a year before their wedding! So by the time the wedding rolls around, it’s almost impossible to remember the detailed texture of each one.) And knowing she was making her decision seeing all of her options made it easier to compete the design instead of going back and forth for weeks or months.

Most importantly, I felt like we truly connected even more.

In the end, that experience fueled me to start the rebrand and reflect on why I started this business in the first place.

I decided I want to connect again and hear all about the magical day you had. I want to go through your photos together and narrow down your very favorites so you don’t have to spend days, weeks, months thinking “we should really get around to printing something” but putting it off because sorting through the gallery and making a decision is so overwhelming. (Trust me, after our wedding I had “decision fatigue” for a while, so I totally get it!)

Instead, I want to make that part simple by offering my design expertise every step of the way. I want you to walk away not only with a beautiful gallery of photos, but meaningful artwork you’ll share with your children. So that you don’t have to carry that “print your wedding photo to-do list” with you long after your marriage started.

And so, the rebrand began. I spent the last several months updating workflows so I can easily add this custom service into my calendar. I carefully curated my favorite products for my exclusive print shop: The Heirloom Boutique. And I thought about how I could give a little bit more of my heart to each and every couple along the way. Today is the day I share it with you, and I couldn’t be more excited!!

Thank you so much to my bride for asking the question that sparked it all. Not only am I thrilled to have a custom brand that feels so much like me. I’m also beyond excited to start on this new adventure together, with all of you.

If you’re interested in learning more about The Heirloom Boutique, I’ll be sharing a little more about it on the blog next week! Thanks for following along on this little journey of mine.


  1. Introducing The Heirloom Boutique - Emily Alyssa Photography

    February 18th, 2019 at 12:14 pm

    […] « My Heart Behind the Rebrand […]

  2. Manali

    March 15th, 2019 at 4:12 pm

    Hi Emily! LOVE the heart behind your rebrand and how beautifully it came together! I was wondering what print system you use for the prints with the white border around them?

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