Behind the Scenes of the Gather & Glow Brand and Website Design
When Stephanie of Gather & Glow came to us for brand and website design, we immediately felt aligned. The way she’s poured intention into each detail of her event rentals business gave us so much inspiration to run with. Her rentals are beautiful, with a sense of comfortable ease, and an intimate, soulful quality we immediately recognized as Gather & Glow’s secret sauce. The brand needed to match that same energy: high-end yet warm, edited yet expressive, quiet yet full of meaning. Here’s a look at our entire design process, from strategy to branding to website.
About the Gather & Glow event rentals brand
Gather & Glow is an event rentals studio rooted in Southern hospitality and editorial design. They provide timeless pieces that serve as a backdrop to life's most meaningful moments. Founder Stephanie started the business to create spaces that feel as good as they look, with a heart for storytelling and a natural gift for making others feel seen. Her ethos shines through in every carefully chosen piece, thoughtful design, and genuine relationship she cultivates along the way.
Step one: the Gather & Glow event rentals branding strategy
An elevated event rentals brand design
Our process always begins with brand strategy. Before we dove into anything design-related, we started with listening to fully understand Gather & Glow and what makes them stand out. Because this is the very thing we wanted to highlight at the design stage. We needed to fully see Gather & Glow so that we could help them be seen by others.
Project objectives
Stephanie’s vision was clear: Gather & Glow needed to feel high-end and elevated, but with a sense of comfortable ease. The design needed a base note that’s timelessly Southern, layered with hints of earthy-modern and soft editorial. We needed to avoid anything overly trendy, rustic, or cold. Instead, we focused on warmth and intimacy to build a system that could evolve alongside the brand.
Mission statement
We refined the mission statement to one that speaks directly to Gather & Glow’s essence:
Timeless rentals that inspire emotionally resonant gatherings—where every detail tells a story.
Ideal client
To create something that speaks to the right audience, we had to understand the two client avatars Gather & Glow serves.
First, there are the planners who own boutique wedding planning studios. They’re discerning and design-forward, drawn to vendors who bring elegance, professionalism, and nuance. Then there are the brides who are drawn to detail, storytelling and spaces that feel as meaningful as they are beautiful. They’re looking for wedding decor that feels romantic but edited, soulful but elevated.
Designing for both required the brand to be refined, but never unapproachable. Beautiful without being overly formal. Emotional, but still professional.
Step two: The Gather & Glow event rentals branding
A timeless, meaningful logo for an event rentals company
Once we had the strategy in place, we translated it into a logo system rich in symbolism and story.
Logo symbolism
Interwoven relationships: The mirrored G’s weave together, symbolizing the interconnected lives, generations, and communities at the heart of each milestone celebration Gather & Glow helps compose.
Forever symbol: The flourishes beneath the G’s form a forever symbol, representing the infinite love that anchors each event—and the lasting memories beautifully designed spaces help create.
Butterfly transformation: The butterfly symbolizes the transformation that occurs when Gather & Glow layers in curated textures and furnishings, turning venues into emotionally resonant, unforgettable spaces.
The visual language
Color palette
To bring the full identity to life, we curated a soft, natural color palette rooted in warm neutrals—accented with muted French blue, sage green, and antique brass. These tones reflect the materials and hues found in Gather & Glow’s rental inventory and event styling. They feel soft and warm, almost glowing, with a touch of an earthy-modern feel and a base note that’s timelessly Southern.
Typography
For the type hierarchy, we used Tan Angleton as the display font to bring in an editorial serif with a hint of Art Nouveau style that layers in that subtle earthy feel. We balanced it out with Commuters Sans to bring in clean lines for an overall sense of comfortable ease.
Patterns
We developed a set of three custom patterns to add depth to the brand identity, inspired by textiles and linens that are so central to the Gather & Glow aesthetic.
Step three: The Gather & Glow event rentals website design
With the branding complete, we moved onto the website build. Stephanie chose to move forward with one of our Launch-Ready Websites, a streamlined service we created to help our clients go live faster without sacrificing strategy or design.
What are Launch-Ready Websites?
Our Launch-Ready Website process was designed for businesses that need a polished, high-converting site without the long timelines of a custom build. Clients select one of our proprietary templates, then we fully customize it with their branding, photography, and messaging.
Stephanie selected our Sweet Fém template, which we then infused with all the details of her new brand identity. By adjusting the color application, fonts, and brand details, the site design feels quintessentially like Gather & Glow—high-end and elevated, but with a sense of comfortable ease.
Custom website strategy
Website strategy is completely custom in our Launch-Ready Website process—it’s just not something that can be templated, since every business is so unique. We take the time to fully understand our clients’ objectives, offerings, and unique selling points, then put together a thoughtful website that shares this story and prioritizes user experience.
Website objectives
In Stephanie’s case, our biggest objective was to highlight how Gather & Glow is so much more than just a rentals catalogue—they’re a design studio with timeless, Southern-rooted style and a heartfelt mission. Of course we needed to show off, and allow visitors to intuitively explore, the rentals collection—but the site needed to tell a larger story.
Though Stephanie was handling the copywriting in this project (which, by the way, we were fully on board with since she’s a great writer), we first wireframed the entire website, giving section-by-section topics and prompts to ensure everything flowed together to share all the sides of the Gather & Glow story.
The final results: A soulful, high-end event rentals brand
The finished Gather & Glow brand is as meaningful as the events it frames up. It reflects everything Stephanie pours into her work—heart, harmony, and hospitality—and creates a refined yet welcoming entry point for clients who care deeply about the details.
We’re honored to have played a role in this newly launched business, and we invite you to see the full brand and site in action.
Ready to elevate your brand?
Book a free brand review with our Creative Director, Kathryn Joachim. During this call, you'll have the opportunity to discuss your specific branding needs and goals, as well as learn more about our signature custom branding process. Whether you're looking to refresh your current brand or start from scratch, Kathryn will help strategize on your next steps to crafting a brand and website that truly reflect the essence of your business.
