X O W Y O & C O .
Creative Direction • Design • Developing
Arti Direction / Design / Developing > Adrienne Moench
ABOUT•XOWYO & CO.
XOWYO & Co. is a paper and tabletop rental company that services the Jackson Hole special event and wedding industry. Established in 2009, XOWYO creates unique paper art for all things wedding and party related. They aim to tell the story of a couple through stationery that reflects the client, as well as being inspired by the natural surroundings of the Jackson Hole area. In 2019, their tenth anniversary year, XOWYO expanded their stationary services to include bridal branding. They began offering a comprehensive branded product customized to suit any style that goes beyond the mark of expectation including even the smallest of branded items such as welcome bags, thank you cards, candles, wine, and locally sourced products. In addition to this expansion, XOWYO opened luxury tabletop rentals for these special events with a highly curated selection of products. In the words of journalist and owner Cara Rank, “We are committed to thinking outside the envelope and beyond the basic white plate.”
BRAND MANAGEMENT &
As Creative Director for Xowyo Paper + Co., I was integral in elevating Xowyo's brand through implementing a consistent style guide and as lead graphic designer, redesigning all internal marketing collateral, including multiple catalogs for our stationery, welcome gifting and luxury tabletop catalogs, email marketing campaigns, and print advertising, and initiated a website redesign and relaunch with all new branding assets for 2020.
I facilitated design strategy to help our brand look more consistent across print advertising, social media platforms, and through updated campaigns.
Additional design collateral built for Xowyo: lookbooks, intake processes and forms, proofing systems, client contracts, estimates and invoicing forms and more as well as interactive PDFs for easy intake processes. I onboarded the team to our CMS as well as trained the team in the software platform Asana. I have helped build an internal CMS in Asana to better manage clients, deadlines, proofing and inventory systems, increasing workflow and therefore freeing up more time to take on additional clients.
• BRIDAL BRANDS •
Wedding or event branding is a customized look, feel and color palette created specifically for a person’s most important day of life. Branding a wedding in advance allows a consistent theme or mood to translate a couple’s outlook-whether it be romantic, modern, rustic or location inspired, into a visual reality. It can incorporate a custom logo that nails down an aesthetic that tells customers who you are and then translated into welcome gifting, branded collateral for day of pieces, and also include sub-branding for multi-day events at different venues and alternating themes within the larger themed event. Event branding encompasses not only the paper products but the packaging, customer service, and attention to detail for not only the bride and groom, but also for the experience they wish to give or convey in hosting a branded destination wedding or event in line with their bridal brand. In order to brand effectively, a brand creator must build an emotional connection between the creator and consumer such that the products created from this collaboration intentionally engage and delight both the client and those invited to attend an event. A branded event is one in which every touchpoint becomes an opportunity to enlighten perception.
2020 BRIDAL COLLECTION LAUNCH
My role as lead designer and brand manager on our retail stationery arm of Xowyo, was to take the creative brief from client consultation to following the project through all phases of design, bridal branding and press-file production. Upon handing off files for production, I coached our project manager with best printing practices and vendor suggestions and mentored her in understanding the manufacturing side of Xowyo's production pipeline. By working and sharing my prior knowledge with our project manager, this freed up time for owner Cara Rank to travel internationally multiple times a year for buying (for Xowyo's tabletop arm of the business), networking at conferences, and ultimately creating more time for her to generate new leads and focus primarily on business operations and scaling.
I was responsible for design of a majority of our client’s brands, as we specialized not only in boutique luxury stationery and gifts, but also in bridal branding for their special event. Scope of work on any given day included design and front end development of our clients bridal websites, branding and logo design, print design for all wedding stationery including save the dates, invitations suites, day of print collateral, custom packaging and welcome gifting and event and wedding signage.
On average I managed the lead design and pre-press production phases of over 20-30 clients at any given time, with their event planning team and vendors, communicating with caterers and planners and Cara, owner of Xowyo, in addition to clients, to make sure we had all proofing reviewed by all parties on each client's team so as to not miss any crucial details for day of collateral on signage.
SOFTWARE & SKILLS
Creative Direction / Art Direction / Photoshop + Image editing / Image Color Correction / Sequential Design / Layout, Production + Pagination / Print Management / Copy editing + client proofing / Branding / Logo Design / Web Design / Front End Web Developing
BRAND MANAGEMENT SERVICES
• Brand overhaul • Updated typographic scale to current calligraphy logo • Creation of avatar, favicon and alternate logo options • Re-design of all internal forms including invoices, contracts, intake forms • Design of letterpress business cards & thank you notes • Custom Xowyo Branded luxury gifting including custom soy with Wyoming scented candle and matchbooks • Email Blast Templates • 2019 Tabletop Launch Catalog • 2020 Paper Lookbook • 2020 Tabletop Lookbook • 2020 Master Lookbook • 2020 Proposal Templates • 2020 Digital Proofing Templates with Artwork Approval + e-sign editable PDFs • Xowyo Landing Page update during re-build • Website Overhaul + re-design • Website platform switch and transition • Website Developing • UI/UX Design, Site-mapping/Wire-framing • Custom Form for Online New Client Intake Capture • SEO Strategy and Implementation for Paper and Tabletop Rentals online • Setup of Google Analytics • Consultation on Digital Foil manufacturing, letterpress manufacturing, paper sourcing, and wholesale print buying with recommendation of vendors related to specialty printing • Improvement of Artwork Approval Verbiage • Implementation of Project Management system through onboarding company to the Asana platform • Created internal Asana templates for vendor and client management, provided training to all team members with onboadring •
All photography © Adrienne Moench 2020 • All design work done for Xowyo by Adrienne Moench is for portfolio use, ownership rights for Adrienn's work completed on behalf of Xowyo + Co. is the under ownership of Xowyo + Co.