Directed by the internationally recognized photographer Ira Lippke, The Day is a visual collective of globally minded wedding photographers and filmmakers who use their experiences in journalism, fine art and fashion to tell meaningful stories. Wanting to refresh The Day’s brand, Lippke turned to United Kingdom–based design consultancy Six to do so.

Not only was Six commissioned to redesign the entire brand, including a new logotype and visual identity, but they were also asked to create a new website for the visual collective to focus on a refined and timeless aesthetic. The aim of the new site was to effectively showcase all the photography within an immersive, luxurious environment using elegant transitions, variations of typography and white space.

One of the key features of the site is the ability to create custom layouts according to the style of the wedding. In order to do so, multiple templates were developed, enabling the editorial team to fully reflect the differing personalities, styles and locations of each of their subjects and their events. Though it was a challenge from both a design and technical perspective to tailor the CMS to each template, with the help of Ajax, WP Engine’s EverCache’s system and post-processor Gulp, the site’s navigation is straightforward and the response time is quick.