UNICA
FORMO
Branding + website design studio
Office hours:
M-Th 8am-4pm est
Unica Formo, led by Jordin Brinn, specializing in personality-driven Showit website design and branding for creative service-based businesses in Ohio and Beyond.
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Template Customization for Wedding Photographer Rachel Pearlman
Rachel Pearlman Photography
Rachel Pearlman Photography
The Scope: Showit Template Customization
The Vibes: Editorial, refined, and trust-building
The Industry: Wedding Photography
For Rachel Pearlman Photography, the goal was to create a refined, editorial website that reflects her boutique approach to wedding photography while building immediate trust with potential clients. This project focused on balancing elevated visual storytelling with clarity, ensuring visitors can quickly understand her services, experience, and how to inquire.
Words from rachel:
"It’s been only 2 weeks and I’ve seen an influx of traffic as well as compliments on the new site.”"
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Unica Formo Design Services
Before we get into the project, here’s a snapshot of how we help wellness professionals bring their brand visions to life. Whether you're building from scratch or ready for a full refresh, our services are designed to align your brand, website, and strategy—so your business feels like you and speaks to the clients you’re meant to serve.
• Custom Showit Website Design
• Mobile Optimization
• Foundational SEO
• Website Copy Guidance
• Showit Template Customization
• Design Day Intensives
• Ongoing Support Retainers
• Brand Identity Design
• Logo Suites (Primary, Secondary, Submarks)
• Custom Pattern & Illustration Design
• Color Palette & Typography Suites
The Challenge
Rachel Pearlman Photography needed a refined, editorial website that better reflected the depth, artistry, and boutique nature of her wedding photography practice. While her previous site showcased her work, it leaned into a more “light and airy” wedding photography aesthetic that didn’t fully communicate her unique position as a calm, highly intentional, and experienced creative director on wedding days.
A key priority was elevating how her work was presented online. Rachel’s imagery is deeply narrative and emotionally paced, so the challenge was ensuring the website didn’t just function as a gallery, but instead felt like an intentional storytelling experience—one that mirrors the way she approaches documenting a wedding day.
At the same time, the site needed to create a stronger sense of trust and clarity for high-end couples and planners. Many of her clients are investing significant resources and looking for a photographer who can lead with confidence, discretion, and ease. The challenge was to translate that quiet authority into the website experience while still keeping things simple, navigable, and conversion-focused for inquiries.
Ultimately, the goal was to move away from a generic wedding photography template feel and instead create a site that felt cohesive, elevated, and unmistakably aligned with Rachel’s boutique, artist-led approach.
Before
After
The Approach
We designed and developed a Showit template customization for Rachel Pearlman Photography with a focus on editorial refinement, clarity, and elevated storytelling—ensuring her website feels as intentional and artful as the weddings she captures.
Rachel’s imagery was intentionally centered throughout the design to create a cohesive, immersive experience that reflects her approach to documenting wedding days. Rather than treating the website as a simple portfolio, the layout was structured to feel like a visual narrative—allowing her work to breathe while guiding visitors through a curated emotional flow.
To improve usability, the entire site was restructured with a strong emphasis on intuitive navigation and clear hierarchy. Key information—such as her offerings, experience, and inquiry process—was simplified and organized so potential clients and planners can quickly understand her services without losing the nuance of her boutique, high-touch approach.
Special attention was given to balancing editorial sophistication with warmth and accessibility. The design avoids overly trendy or “light and airy” wedding clichés, instead leaning into a more grounded, timeless aesthetic that reflects Rachel’s calm leadership style and MFA-informed artistic perspective.
To support conversions, inquiry touchpoints were strategically placed throughout the site, ensuring that couples can move seamlessly from inspiration to action without friction. The goal was to make the inquiry process feel natural, confident, and aligned with the level of trust her clients already feel through referrals and word-of-mouth.
The result is a refined, editorial website experience that positions Rachel Pearlman Photography as a boutique, artist-led wedding photography brand—one that blends storytelling, structure, and trust in a way that feels both elevated and deeply personal.
"Jordin delivered beyond what I expected. She truly took the time to get to know my brand, responded with considerate feedback and her communication level is 10/10. I was impressed throughout the entire process of how quickly she was able to respond to changes. The process was seamless, which I appreciated - it's been only 2 weeks and I've seen an influx of traffic as well as compliments on the new site. Would absolutely recommend her to anyone! THANK YOU Jordin!!"
-Rachel P. - Owner of Rachel Pearlman Photography
