Bridal Beauty, Redefined
Brand Strategy / Storytelling / Tone of Voice / Copywriting / Identity Design / Social Media Strategy / Website Layout Design
Altar is a brand built on the belief that bridal beauty is more than a service - it’s a moment of transformation. The challenge was to create an identity that steps away from traditional aesthetics of the bridal world, and instead introduces a visual language that feels modern, intimate, and editorial without losing its emotional weight.
From the outset, the strategy was clear: Altar would treat bridal beauty as craft and creative direction, not simply a service. Drawing from the language of high-fashion hair and makeup, red-carpet styling, and editorial storytelling, the brand was built to feel confident, refined, and quietly authoritative. This is beauty with intention - composed, elevated, and designed around the individual rather than tradition.
Altar exists in that space between the two - translating fashion’s precision and polish into a bespoke, approachable experience for modern brides. Every touchpoint needed to communicate trust, expertise, and calm assurance, while still feeling aspirational and inspiring.
The visual identity reflects this balance. Editorial serif typography brings a sense of refinement and timelessness, paired with clean modern elements that keep the brand grounded and current. A palette of warm neutrals, soft whites, and deep contrasting tones creates depth without excess, while layered textures, sketchbook details, and polaroid-style imagery evoke a backstage, in-process feel.
Storytelling played a central role in bringing Altar to life. Rather than leading with services, the brand narrative focuses on experience - the journey from moodboards to trials to the wedding day itself. This informed the launch content, social structure, and website direction, all of which were designed to feel editorial and experiential, allowing brides to see themselves within the brand rather than being sold to.
The launch strategy centred on visual storytelling: behind-the-scenes moments, fashion-led lookbooks, considered written word, and process-driven content that builds trust and anticipation. Each asset reinforces Altar’s positioning as both expert and artist - a brand that understands not just how beauty looks, but how it feels.
Client Love
E: How would you describe the idea for Altar - and how did Emily help you shape and define it?
Adam Cooke: “ Altar is a bridal beauty company with the goal of giving a more editorial fashion led approach to bridal glam. In a saturated market we wanted to stand apart and offer fashion minded brides an alternative approach to their look for their wedding day.
Emily was incredible at helping set the tone of voice for the brand. She absolutely understood our target market and was able to establish the tone of voice of the brand and visuals that embodied everything we stand for.”
E: What did the brand strategy and creative direction process give you that you didn’t expect going in?
AC: “I think the process helped to confirm and establish what we see as the core message of the brand. Although we wanted to be fashion led, we didn’t want the brand to feel alienating or intimidating and Emily really helped to establish something that felt editorial but also had a softness at the same time.
This in turn would catch the eye of our audience but also resonate and connect with them in a way we hadn’t considered.”
E: How would you describe the experience of working together - and what difference has it made to how confident you feel launching and growing Altar?
AC: “I absolutely loved working with Emily. She was able to really take my ideas and create something even better than I had imagined. We have a brand that looks and feels premium and aligns with the service we want to offer.
She was always so generous with her time and even went on to help create a launch strategy for our socials so we could really help gain some momentum & resonate with our target audience. I can’t thank Emily enough for what she created and really did bring our dream brand to life. “