OVERVIEW
Light & Motion Films is an award-winning wedding videography company based in Orlando, Florida, serving clients worldwide. As co-founder, I led the end-to-end design of the responsive website, from audience research and site structure to visual design and launch. Unlike my bootcamp case studies, this is a live, published product serving real clients and generating real business results.
PROJECT GOALS
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Design a visually compelling, responsive website that reflects the brand's cinematic identity and appeals to the target audience of engaged couples
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Create an intuitive user experience that makes it easy for potential clients to explore the work and take the next step toward booking
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Establish trust and credibility
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Minimize contact friction to maximize client inquiry conversions
ROLE
Sole UX/UI Designer
Sole UX Researcher
Visual Designer
Brand Strategist
SKILLS
User Research
Competitive Analysis
Information Architecture
Visual Design
RESEARCH METHODS
Market research
Competitive Analysis
User research
TIMELINE
4 weeks
TOOLS
Figma
Wix
Google Analytics
Google Ads
Responsive Web Design
Brand Strategy
SEO
Content Strategy
RESEARCH
RESEARCH GOALS
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Understand the target audience, engaged couples in the research and decision phase of booking wedding vendors, their behaviors, motivations, and pain points
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Analyze competitor websites across the wedding videography industry to identify patterns, gaps, and design opportunities
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Identify what drives a potential client from browsing to inquiry
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Understand where wedding videography sits in the couple's decision hierarchy and how that affects buying behavior
AUDIENCE AND MARKET RESEARCH
Wedding videography is an emotionally driven, high-consideration purchase, but with a critical caveat. Through market and competitor research, I discovered that wedding videography is consistently one of the last things couples budget for, often treated as a luxury add-on rather than a priority. This created a distinct challenge: the majority of organic inquiries fell into two extremes, couples with very small leftover budgets, and high-end clients who valued artistry and were willing to invest accordingly.
This insight fundamentally shaped the design strategy. Light & Motion Films is not a budget service; the cinematographer is a trained filmmaker with a formal film school education, working with professional movie cameras and high-end production equipment. The pricing reflects that. Designing for the wrong audience would mean a high volume of low-budget inquiries and a low conversion rate, wasting both the client's time and the business's resources.
The strategic design goal became clear: position the brand visually and tonally as a premium, luxury product to self-select the right audience before they ever make contact.
KEY INSIGHTS
WANT
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Cinematic Storytelling
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Personalized Experience
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Emotional Connection
NEED
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Reliability
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Seamless Experience
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Trust
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Frictionless inquiry process
PAIN
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Misaligned price expectation
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Inaccessible work
DEFINE
Based on my research, I defined two primary target users:
The High-End Client:
A couple with a significant wedding budget who want a quality, polished film but are not necessarily seeking a specific cinematic style or artistic vision. They are less likely to do extensive comparison shopping because budget is not a primary constraint. They need to feel confident in the quality and professionalism of the product, and the right visual language and social proof will convert them without requiring deep engagement.
The Arts-Driven Client:
A couple who have done extensive research and know exactly what they want, a cinematic, filmmaker-crafted wedding film with a distinct artistic vision. They are actively comparing videographers, studying styles, and looking for a specific aesthetic match. They are drawn to Julien's film school background and cinematic approach because it aligns with their own creative sensibility. When they land on the site and see the work, they recognize it immediately as what they've been looking for.
Critically, I made the strategic decision not to display pricing on the website. Because each project is scoped and priced individually, a published price list would either anchor expectations too low or deter clients before a conversation could establish the value. Instead, the design needed to communicate premium quality so clearly through visuals, typography, and copy that only the right clients would self-select to inquire.
DESIGN
Key Design Decisions
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Luxury visual language: I chose a restrained, elegant color palette, generous white space, and cinematic imagery specifically to signal premium positioning. The aesthetic communicates that this is not a mass-market service but a bespoke, high-end personalized experience
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Typography choices: fonts were selected to convey sophistication and artistry, consistent with the brand's identity as a filmmaker-led company rather than a typical wedding videographer
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Films first: the hero section leads immediately with a very cinematic screenshot of one of the cinematographer's best works
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No pricing displayed: a deliberate strategic decision to keep the conversation open and prevent premature self-disqualification by clients who might judge value on price alone before understanding the scope and quality of the product
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Cinematographer bio foregrounded: at the high-end tier, couples are buying a relationship with a specific artist. Julien's Paris film school background, award-winning short film, and commercial and TV experience are significant differentiators that justify premium pricing and need to be visible early. This also helps establish trust
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Dual CTA in the hero: "Contact Us" and "View Teasers" serve two different readiness levels: clients ready to talk and clients who need to see more work first
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Strategic social proof: awards and directory features from Lux Life Magazine, WeddingRule, Carats & Cake, and Zola address the trust threshold that high-end clients require before making a premium investment
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Embedded contact form: reducing friction at the point of inquiry is critical regardless of price point; when a high-value client is ready to reach out
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Included clear CTA buttons in the hero image for easy navigation: view more films or contact the company.
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Included a small descriptor below the hero image to briefly explain the business's unique qualities and enhance SEO
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Showcased the best film or showreel on the landing page to immediately engage visitors, with a CTA to view more work.
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Added a short bio of the cinematographer to personalize the brand and provide a connection with the audience.
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Incorporated a contact form directly on the landing page for easy access for potential clients.
