Shades of Jade Films

Role

Team

Duration

UX/UI Designer
Project Lead

Jade Hall
(Solo)

8+ Year Design Process
2 month Redesign

Introduction

Challenge

As both a UX designer and a wedding videographer, I saw an opportunity to merge strategy with storytelling through a complete rebrand of my videography business, Shades of Jade Films. This project was more than a visual refresh — it was a full UX overhaul designed to better reflect my current brand values, connect with my ideal clients, and improve the overall user journey. This case study highlights how I applied UX thinking to elevate my creative business.

After several years of growth, my original website no longer aligned with the direction my business was heading. The design felt outdated, the messaging was inconsistent, and users were getting lost in a site structure that didn’t guide them clearly to book or inquire. I needed a solution that not only reflected the evolution of my brand but also streamlined the user experience for potential couples. Plus, I hadn't done a full rebrand / site update since moving into UX design. It was time.

Research & Discovery

Brainstorming New Ideas

Brand Update

To ground the rebrand in strategy, I started with a full SWOT analysis of my top competitors. I looked at what was working in the industry — and where gaps existed that I could lean into. At the same time, I re-evaluated my own target audience and identified who I truly wanted to attract going forward. My goal was to ensure my ideal user and my ideal client were one and the same. This discovery phase helped shape not just the visual direction, but the tone, structure, and messaging of the entire site.

This phase was all about exploration. I started by mapping out new user flows to ensure a smoother journey from landing on the site to submitting an inquiry. I sketched a fresh sitemap to better organize the content and reduce friction. At the same time, I was deep in visual experimentation — gathering inspiration, testing out about 100 different color palettes and font pairings, and refining the aesthetic until it felt just right. I also built an overarching content strategy that prioritized storytelling, emotional connection, and clarity — guiding users with purpose while keeping the experience true to the heart of my brand. I wanted my background in marketing for my business and UX to really come together here.

I wanted the new visual identity to feel distinct, playful, and emotionally rich — something that would stand out in a sea of light, airy wedding sites. I leaned into a dark-themed design with vibrant pops of color, striking a balance between bold and welcoming. The overall vibe I aimed for was nostalgic, confident, and a little whimsical. I created a full style guide to keep everything cohesive, choosing fonts that felt timeless yet modern. Each color had a purpose: deep blues for trust and confidence, gold for warmth and emotion, and a rich burgundy to evoke sophistication and nostalgia.

Key Features / Updates & Changes

• Video headers on every page
• Quick call to action buttons
• Video or ‘Gifs’ on the homepage
• Add a mission statement
• Add a snapshot of what is ‘included’
• Add more to the base package - include the sneak peek and raw footage
• Separate ‘elopement’ and ‘wedding’ work pages
• Add a blog or ‘SEO’ section that targets my ideal clients 
• Add SEO key words to the footer
• An ‘I believe’ carousel section on my about page
• A map section of my favorite locations
• Move the ‘Is a videographer right for me video’ to the elopement video page
• Update the messaging & copy

Before diving into design, I created a mood board to capture the feeling I wanted the brand to evoke — cinematic, romantic, and just a little bit moody. It helped me stay visually aligned as I moved through the creative process. I pulled inspiration from everywhere — other wedding filmmakers, editorial design, film stills, vintage color palettes, and even fashion photography. All of it came together to shape a brand that feels uniquely mine while still resonating with the couples I want to attract.

* Inspiration *

* SWOT Competitor Analysis *

* Sitemap *

* Style Guide *

* Mood Board *

Prototype Iterations

Before redesign & rebrand

Lo-fi

Mid-fi

Hi-fi
Final Iteration

Solution

Conclusion

View The Live Site

The final result is a website that feels elevated, intentional, and aligned with where my brand is today. It guides users smoothly through the experience, from landing on the homepage to filling out the inquiry form. I implemented clearer CTAs, an easy-to-navigate structure, and an updated visual identity that reflects my values and style. Inquiries have already increased, and users are staying longer and interacting more with the content.

This project reminded me of the power of thoughtful design — not just for users, but for the business behind it. By applying UX principles to my own brand, I created a site that not only looks beautiful but works better, too. It was a full-circle moment that fused my creative and strategic sides — and proved just how much impact intentional design can have.

I wanted the new visual identity to feel distinct, playful, and emotionally rich — something that would stand out in a sea of light, airy wedding sites. I leaned into a dark-themed design with vibrant pops of color, striking a balance between bold and welcoming. The overall vibe I aimed for was nostalgic, confident, and a little whimsical. I created a full style guide to keep everything cohesive, choosing fonts that felt timeless yet modern. Each color had a purpose: deep blues for trust and confidence, gold for warmth and emotion, and a rich burgundy to evoke sophistication and nostalgia.