Brand Foundation & Design System

Everything,
thoughtfully
orchestrated.

Lune is a wedding planning platform built for professional planners first. This document captures the brand decisions, visual logic, and design system that make Lune feel composed — not bridal, not cold, not generic.

The Orchestrator
Wedding Planners
MVP — Planner-First

01 — Brand Foundation

The orchestrator of the wedding.

Brand Promise

Everything, thoughtfully orchestrated. Lune holds the complexity so planners can focus on what only they can do — the human work.

Brand Position

Lune sits at the intersection of intelligence and restraint. It is powerful without being loud. Warm without being sentimental. Professional without being cold.

Primary User (MVP)

Wedding planners who manage multiple clients simultaneously. They need a workspace, not a scrapbook. Lune gives them control, clarity, and a client portal that handles the handoff.

The AI Layer

Lune's intelligence surfaces at the right moments — vendor suggestions, timeline gaps, budget anomalies. AI is a signal, not a feature. It appears visually distinct and always optional.

Personality

Five words. Five things we are not.

Composed
not frantic
Intelligent
not robotic
Refined
not luxurious
Intentional
not precious
Warm
not sentimental

Voice Anti-patterns

What Lune does not sound like.

"Your dream wedding starts here ✨"
→
"Your next wedding, organized from day one."
"Powered by cutting-edge AI technology"
→
"Lune notices things before you have to."
"The most luxurious planning experience"
→
"The kind of organized that clients notice."

02 — Key Decisions

Why we chose what we chose.

Who is the primary user?

Option A
Couples First
Build a consumer app, grow through couples, bring planners in as a secondary layer.
→
Option B
Dual-First
Design both experiences simultaneously with equal weight and surface area.
→
Chosen
Planner-First
Planners are the power users. Couples access a lightweight portal. Planners drive adoption.
Why: Planners have the highest frequency of use, deepest complexity needs, and strongest word-of-mouth. A couple uses a wedding app once. A planner uses it 40 times a year.

How does AI show up visually?

Option A
Gold Highlights AI
Use the primary brand accent for AI states — keeps the system unified.
→
Option B
No Visual Distinction
AI suggestions are styled identically to user-generated content.
→
Chosen
Slate Green = AI Only
A dedicated, reserved color signals AI intelligence. It never appears outside that context.
Why: Color carries semantic weight. Planners need to immediately know: did Lune generate this, or did I? That distinction matters for trust, attribution, and editing confidence. Curator suggestion

Where does Lune sit on the visual spectrum?

Bridal vs. Professional
Bridal / Romantic Cold / Enterprise
Warm enough to feel connected to the category. Professional enough for daily planner use. Neither bridal kitsch nor SaaS minimal.
Expressive vs. Restrained
Maximalist Minimal
Restrained but not bare. Tonal layering over drop shadows. Editorial rhythm over decorative patterns.
Luxury vs. Accessible
High Luxury Accessible
Elevated without gatekeeping. Materials and typography read refined, not exclusive. Champagne gold is warm, not ostentatious.
AI Prominence
AI-Forward AI-Invisible
AI is present but quiet. It surfaces when useful, stays invisible when not. Green makes it legible without making it loud.

03 — Design System

The visual language.

Logo System

Mark + Wordmark + Sub-brand extension

LUNE
Workspaces
Light surface — Ivory / Parchment
LUNE
Planning
Dark surface — Espresso

Color System

Three roles. Each with a job.

Warm Neutrals — Base Surfaces
Ivory #FAF8F3
Parchment #F0EBE0
Linen #E2D9C8
Espresso #2C1F14
Canvas, cards, dividers, text. The foundation travels across both planner and couple surfaces.
Champagne Gold — Primary Accent
Gold #C9A96E
Gold Light #DFC08A
Gold Pale #F0E4CC
Interactive elements, CTAs, progress, brand moments. Travels everywhere as the connective tissue of Lune.
Slate Green — AI Intelligence Only
Slate #4A6358
Slate Light #6B8C7C
Slate Pale #D4E0DA
Reserved exclusively for AI-generated content, Curator suggestions, and active orchestration states. Never used decoratively.

Typography

Two typefaces. One job each.

Display / Brand

The Orchestrator

LUNE

thoughtfully orchestrated

Weight 200–300
Upright + Italic
Optical size: 9–144
Headlines, wordmark, brand moments
UI / Body

Lune handles the complexity so planners can focus on what only they can do. Every task, every vendor, every timeline — organized and ready.

WORKSPACES · PLANNING · CLIENTS

Weight 300–500
No italic in UI
Small caps: sub-brand descriptors
Body, labels, navigation, UI

04 — Product Screens

The system applied.

Planner Workspace — Client Overview
LUNE
Clients
Timeline
Vendors
Budget
Active Clients
4 weddings · Spring 2025
Chen & Park
June 14, 2025 · Napa Valley
72% complete Active
Moreau & Ellis
Sept 6, 2025 · Malibu
38% complete Planning
Tanaka & Reyes
Oct 18, 2025 · Santa Barbara
18% complete Planning
Okafor & Lindqvist
May 3, 2025 · Sonoma
91% complete Active
Curator
Chen & Park is missing a confirmed florist 10 weeks out. 3 vendors match their aesthetic and budget range.
Couple Client Portal — Milestone View
LUNE
Chen & Park
June 14, 2025
Napa Valley · 147 days away · Managed by Aria Planner Co.
Venue contract signed
Done
Photographer booked
Done
Confirm florist from shortlist
This week
Review catering proposal
Curator suggested
Send save-the-dates
May 1
Curator
Florist confirmation is your most time-sensitive task. Napa vendors book out fast in March.