Leti Silva Beauty
A bridal and wedding makeup studio in Westborough, Massachusetts, with a portfolio that has to carry the sale.
§01 Overview
What it is
Leti Silva Beauty is a luxury bridal makeup studio serving weddings across New England. In this category the buying decision is almost entirely visual: a bride is comparing portfolios, and whichever one feels most like her own wedding wins the inquiry.
§02 The challenge
What makes it hard
Bridal portfolios usually fail in one of two ways. Either the photography is buried three clicks deep behind a brochure site, or the gallery is so heavy it stalls on the phone every bride is actually browsing on. The site also had to carry a second audience — studio services and makeup lessons — without diluting the bridal story.
§03 The work
What I built
- 01
Built the portfolio as the spine of the site rather than a subpage, so the work is the first thing encountered.
- 02
Structured bridal, studio services and makeup classes as distinct paths that do not compete on the homepage.
- 03
Designed a full-screen navigation that keeps the type and the imagery in the same editorial register.
- 04
Built a multi-step inquiry flow that asks what the day needs — bride only, bridal party, trial, destination — so the first reply can be specific.
- 05
Set up the blog as a real content surface for bridal planning questions, not an empty "news" page.
A site where the portfolio does the selling and the inquiry form arrives pre-qualified, with the day, location and party size already answered.
No performance figures are published for this project. I only put a number on a page when the client has measured it and agreed to it being shown.
