ABOVE: From Justin and Mary’s request for a look reminiscent of
moodier, sophisticated editorial, this mood board was created.
THE EXECUTION: BUILDING THE FOREVER BRAND
J&M: Communicating our vision to Jen, these are some of the
elements we wanted to add to our new site:
1. Helping clients understand our Why. We have a section
called “The Legacy,” which is like the cinematic movie preview of
our website; it pairs our most signature images and words, what
we think this generation of storytelling should stand for. “The truth
is we don’t just take them for our brides…we take them for her
granddaughter to find one day,” is one of them, and “at the end of
our lives we will look back at the work we’ve created—this legacy
that we stand for—and know that this work always mattered. That
we left…something behind.”
2. Sharing our story differently and the love we’ve known.
“Around the World with J&M” and “At Home with J&M” contain
photos and looping in-motion videos of us framed within filmstrips.
And the “Silver Frame Stories” section at the end of The Legacy
features words and a photo Justin took of my grandparents holding
their wedding photo in a silver frame taken 62 years earlier.
3. Making our galleries stand out. Within each of the photo galleries
are quotes from us about how we see love because of the way we see
it in each other (“And just like that, just by taking my hand, he’s always
been able to make the world make sense again”). In other words, if
you want these photos, then you have to hire the eyes that took them
because no one else will see the world quite like we do.
4. Having video transitions with quotes between pages. We
featured a video of us twirling around on our 2008 site, and it’s
so cool to see how things like that got a grown-up makeover and
carried over to the new site. It’s like paying homage to the brand
(and the us) that came before, rather than pretending like that era
5. Providing different “worlds” to explore. Jen is the queen
of making all these different “rabbit holes” for the viewer to go
down further and further into your site. When you click over to
the World of J&M, it’s almost like another site within the site; you
can choose whether to watch our video, see images from our
traveling, see images of us at home, read our story or see our
style guide (iconic fashion items that we love, like my grandma’s
pearls or a Burberry trench).
JO: The entry page reads “Photography for people who believe in
love, because for us, it always started with love,” and that one sentence
really set the tone for the whole site. Each decision we made had to
flow from that well. A too-exclusive-sounding phrase in “The J&M
Bride”? Cut. An image there just for the sake of being pretty? Gone.
The first thing you’re meant to click from the homepage? Not the
galleries, but “The Legacy,” a stunning frame-by-frame explanation of
why J&M do what they do, and easily my favorite part of the site. Every
detail was considered, and each line of text has such a distinctive tone
FLIP YOUR SITE