Last updated : Thursday, April 30, 2009

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Mastering the Art of Wedding Design

Many of us dream of following our passion and pursuing a drastically different career. But finding the time, the money, and the courage to actually get started is a huge challenge. That's why iMag is stepping in to help you take the leap! Our new career mentoring series pairs you up with the best in the business to help you succeed in your "job makeover". This month, we paired a graphic artist looking to change gears with a renowned designer and innovator of invitations. 

Sarah is a graphic designer looking to break into the field of wedding design.

The Mentor: Lisa Hoffman is the founder of Ceci New York, a couture invitation company that is sought out by celebrities and boasts a large clientele.

We knew we had put Sarah in the right hands when we heard the advice Lisa had to offer:

Sarah's Story: I am a graphic designer living in New York City. Recently, my life changed in two important ways. First, for the better, I was recently married. Secondly, like many people these days I lost my job. As a result, I have come to a place in my life at which many find themselves; feeling as though you aren't doing what you are meant to be doing. As I spend more and more time going through many Web sites and applying for jobs, I continually find myself wondering if the jobs I am applying for, in any case, are what I want to be doing.

After graduating with a design degree from Syracuse University I moved to New York City where I have lived and worked for seven years. In that time, I have been employed at a small startup company, a large publishing corporation and most recently a family owned and operated luxury retail establishment. While all of these positions taught me great skills, it was not until recently that I believe I found something that truly ignited my passion for design.

The time I spent planning my wedding has introduced me to an area of design that I had limited knowledge and experience with previously, but now believe may very well be exactly how I want to spend the rest of my career. I remain interested in the traditional areas of graphic design in which I have been employed however I have come to realize that perhaps a new area would better utilize my skills, drawing on a latent enthusiasm that hasn't been present in some time.

As a designer and all around do-it-yourselfer, I chose to make my own programs, menus, stationery and all other printed material my wedding necessitated. Perhaps I read one too many Martha Stewart's, but I enjoyed the process and final outcome of what I had made and found it more gratifying than making an advertisement for toothpaste. I lined my own envelopes for the thank you cards which reminded me how much I enjoyed working by hand and not solely with the computer.

Sarah's Questions:

Sarah: What steps does one take to start out in the stationery/wedding collateral business?

Lisa: Do your homework. Research what's out there and study how the industry works. Think about your unique angle to make your business standout. Do not copy what's already out there - define your own style so you're set up to succeed. Create a business plan and stick to it.

Sarah: Are there specific things I need to learn to be successful in this industry?

Lisa: Patience is key. Starting your own business is the toughest thing you will ever do in your life. It is so much more than creating beautiful invitations. You now are faced with business logistics, sales, PR, operations, project management, client services, etc. Not just design. In order to be successful you have to successfully be able to juggle all aspects of your business while staying on top of your client work. You have to remain positive and focused and keep your eyes on the prize.

Sarah: With the limited experience I have in this particular industry, is it practical to think I can obtain a position in an already limited marketplace?

Lisa: Where there is a will, there is a way! Remain positive and dedicated. Great things can happen.

Sarah: When starting your own business, how does one make a printed sample book and what are the best ways to market it?

Lisa: Your printed sample book is a large investment. But it's also your tool to sell your product, so make it work for you. Study what's out there and then make it your own within your allocated budget.

Sarah: Ceci New York uses beautiful graphics/imagery/florals and ornaments in their designs. What sorts of resources and inspirational imagery do you use to find such things?

Lisa: Vintage architecture and glamorous mid-century interiors, intricate tile patterns, and ornate fabrics, silhouettes in fashion ... I find inspiration all around me! Ultimately, my truest inspiration comes from the people I am designing for. Then I hand draw, paint and create one of kind artwork for my clients. I love to discover new ways to help people express themselves through my designs. Whether they want to be traditional or cutting edge, the people I create for all have one thing in common - they want to make a statement and standout from the rest.

Sarah: What is the best way to locate and connect with great printers who produce quality work?

Lisa: Research and interview them. If they meet your standards and their prices are in line with your needs then you've found your printer.

Sarah: It seems that you often mix many different fonts together. How do you choose what works best out of the thousands of choices?

Lisa: Just go with your design eye and the proper aesthetic that fits your design goal. Be careful not to overdo it and use too many. Too much of a good thing can go bad quickly!

Sarah: How did you get started in this business and what advice would you have for someone who is just starting out.

Lisa: I started Ceci about five years ago, but the real catalyst was when I was working at a design firm in San Diego and I was hired to design the Bridal Registry Kit for Macy's, Bloomingdale's and all the Federated department stores. It was the first time I started conceptualizing weddings and my coworker, who was engaged, loved what I was doing and asked that I design her wedding invitations. I approached it as a design challenge and created my first Ceci Luxe book invitation, and it was an instant hit! I was then offered a job in New York in the Web design world designing brands and Web sites for Fortune 500 companies, but I missed paper and the tactile qualities of print design so much that I started designing invitations on the side. I applied the process I put into corporate brand design and "branded" each of my events. My clients loved the concept of having me create their "brand" or image for their event. My name was passed around and soon the demand became a full-time job!

Ceci New York: The leader in couture invitation design, the creations from Ceci New York are as awe-inspiring as they are luxurious. With an eye for detail and exceptional quality, each piece reflects style, elegance and innovation. Founder Lisa Hoffman is a renowned designer and innovator of invitations. Ceci is highly respected and sought after by savvy clientele and celebrities all over the world.

Looking for a mentor in your field? E-mail us your story!

 

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