Behind the Scenes of the Séjour Events Brand Design
We were beyond honored when Séjour’s founder Andy Beach approached our boutique branding agency for a rebrand. Séjour has the most incredible portfolio of event designs—we were immediately inspired by the creative depth, layers of detail, and the signature sense of drama they create. To freshen up their existing brand, Andy needed a cohesive identity that would resonate with a variety of clients and reflect the richness of the experience they deliver. From thoughtful brand positioning to a logo layered with meaning, every detail of the new brand was designed to express the heart of Séjour. Here’s a look at how it all came to life.
About the Séjour Events Brand
Séjour Events is a full-service event design and décor studio known for transforming spaces with timeless elegance and a signature sense of drama. They bring together florals, draping, lighting, furniture, and décor under one studio to create elevated and immersive event spaces. At the heart of Séjour is founder Andy Beach, who brings a designer’s eye, a love for interiors, and a gift for emotional storytelling to every project.
Step One: The Séjour Events Brand Strategy and Synthesis
An Event Design Studio Branding Strategy
Our first step in this rebrand was to dive deep into what makes Séjour so special. We worked closely with Andy to align on key brand strategy pillars.
Project Objectives
Our goal was to create a brand that felt as artful and beautiful as Séjour’s event spaces. Visually, the new identity needed to balance softness and structure, with an inviting and expressive tone. It had to harken back to the previous logo while feeling completely new. We envisioned a brand that felt like an English garden after a spring rain: fresh and sweet but not too overpowering.
Mission Statement & Tagline
We formulated a refined mission statement for Séjour: “Designing heartfelt events where every detail invites you to revel in the moment.” From this, we pulled out a succinct, elegant tagline: “Revel in the moment.” Both lines evoke the emotional pull of Séjour’s work—their ability to transport guests, joyfully honor milestones, and infuse every detail with heart.
Ideal Client
A key piece of the Séjour brand strategy was honing in on who the new identity needed to speak to. We needed something that could resonate with their discerning wedding clients, appeal to design-forward corporate planners, and provide an approachable entry point for smaller rental clients. The brand needed to feel inclusive yet elevated, creative yet polished, and have just the right touch of grandeur.
Step Two: The Séjour Event Studio Branding
A Creative, Layered Event Company Logo Design
With the strategy in place, we moved into design—starting with a custom logo rich in symbolism and story.
Logo Symbolism
Architectural detailing: Millwork-inspired accent lines frame the icon, reflecting Séjour’s furniture rentals and event design informed by an interior design sensibility.
Layered drama: An S-shape emerges in the negative space, formed by layered drapery, mirroring the grandeur and depth of Séjour’s event designs.
Wow moments: The top of the icon resembles a doorway with a curtain—just waiting to be opened to reveal that wow moment of an event design brought to life.
Color Palette, Typography, and Patterns
To create continuity with the previous brand, we carried over navy blue as the main color, adding in a complementary palette of light blue, dusty blush, and soft green. We honed in on a typography hierarchy that’s dramatic and fun, but still timeless and not too heavy-handed. Patterns pulled from architectural detailing and textiles to play into Séjour’s interior design sensibility.
Step Three: The Séjour Events Website Design & Copywriting
Launch-Ready Website Design
Once we had Séjour’s branding composed, we moved on to the website design with our Launch-Ready Website process. Andy selected our Sweet Fém template, a beautiful web design for wedding professionals, which we completely tailored to the Séjour brand, adding their colors, typography, and event photography.
Website Copywriting
The copywriting voice we developed for Séjour has the same personality we honed in on through the design phase. It’s warm but not overly casual, polished without sounding stiff. Think: the charm of a chic host with the emotional intelligence of your closest friend. Whether describing a floral installation or a grand room reveal, every word was written to invite readers in and reflect Séjour’s heart-centric, design-forward approach.
The Final Result: A Heartfelt, Timeless Event Company Brand
The new Séjour Events brand reflects everything clients love about their work: artistic detail, dramatic design, and moments that leave you speechless. See it all live at the newly launched Séjour website.
Custom Branding
Our studio has an artisanal approach to give you strategic solutions. Every logo starts in pencil. The end result is a brand you’ll leverage for years to come. Schedule a free call with our creative director, Kathryn Joachim, to discuss your branding goals.
