I’ve worked with a lot of wedding creatives over the years — and while I try not to play favorites, there are a few clients (and people!) I just know I’ll never forget. Madelyn Grace is one of them.

The Beginning

Before photography, Madelyn was a wedding planner, which you can feel in how she shows up for her couples. Thoughtful. Guiding. Calm in the chaos. And yet, despite her strong sense of style and incredible talent, her brand and website just weren’t matching the level of work she was doing (or the kind of weddings she dreamed of booking.)

She wanted to shoot weddings in Lake Como, design heirloom albums, take her couples’ Christmas card photos for years to come. She wanted a brand that could hold all of that. A forever kind of brand.

And that’s when we came in.

The Elevation

From the start, Madelyn knew what she wanted her brand to feel like: chic but not stuffy. Playful, but elevated. Full of softness and soul. She’s the kind of creative who knows her work is getting better with each project — and she was ready for her visuals to reflect that.

We started with strategy: defining her brand’s essence, her dream clients, and her vision for the future. Then came the visual direction: lowercase elegance, a hint of italic movement, neutrals anchored in misty blues and dusty greens. A color palette that felt timeless but airy. A brand that could stretch across wedding days, lifestyle sessions, and generational storytelling.

The Visual Direction

We started with the wordmark — lowercase, soft, and balanced with a sweet italic twist that gives just enough personality. It says everything about Madelyn: approachable, laid-back, and seriously chic.

The color palette is rooted in neutrals with soft, dusty blues and greens — giving the whole brand a sense of breath and subtle sophistication. It’s warm but refined. Editorial but personal. A color story that feels like a quiet European morning with a hint of Midwest summer sunshine.

And the icon? Definitely my favorite part. A hand-drawn locket with twin hearts — simple, sweet, and a little sentimental in the best way. It’s the memory keeper. A nod to Madelyn’s heart-led process and her desire to hold space for every kind of love story.

We built this brand to stretch. From heirloom wedding albums to future lifestyle work, it’s a brand she can grow into — one that leaves room for evolution without ever feeling like a costume.

The Website

When it came time to design her digital home, we wanted to do more than showcase a portfolio. We wanted to create an experience. A soft, editorial space that felt curated but still like her.

The layout is elevated and clean, with intentional layers — nods to paper textures and scrapbook details that feel handcrafted but never cluttered. It’s the kind of site that feels high-end and human — just like Madelyn herself.

Every now and then, a client project clicks so naturally you almost forget it’s work. This was one of those. Madelyn brought clarity to the process, trusted the vision, and stayed open — and because of that, we created something that reflects her on every level.

She’s one of those people who gets it — not just the importance of a beautiful brand, but the value of one that feels aligned, intentional, and lasting. She knows the power of memory, of moments, of making people feel seen. And now, she has a brand that does the same for her.

Madelyn Grace, you are an absolute gem — and I’m so proud of what we created together. Here’s to all the dreamy weddings, the film rolls to come, and every memory you’ll capture along the way.

While I don’t take on custom projects anymore, I’ve poured everything I’ve learned into resources and templates for creatives just like you. If you’re dreaming of a brand that feels like home, the Studio Gail Shop is a beautiful place to begin.