Vancouver-based Minted designer Kelly Schmidt shares the vision and creative process behind her elegant, swirl-patterned wedding invitation “Modern Marble.”
What was the inspiration behind this wedding invitation?
I wanted to design something classic but modern. I envisioned a piece that was artistic and painterly, yet sophisticated and chic. I had been playing around with marbled paper patterns for a while, in borders and backgrounds for different concepts. Through some experimentation I flipped from flat colour to foil and was immediately inspired.
Describe your creative process – from initial idea to end result.
When inspiration strikes, I usually start brainstorming and making lists, trying to get all of my ideas down on paper in a messy mind map of writing and small, simple thumbnails. I narrow down my ideas and create loose inspiration boards and notes, drawing from all types of sources: art, photography, interiors, colour palettes, patterns, and textures.
I am typically working on more than one project at a time and I hop around between them, which means I’m getting inspiration and influences from different places and applying them in ways I might not expect at the outset. I am all about experimentation and happy accidents with unexpected results. I use Photoshop and Illustrator heavily through this trial and error phase, saving many different ideas. It’s common for me to use hand-drawn or hand-crafted elements, which I manipulate digitally, sometimes extensively so. I go on feeling a lot, with what feels right. My end results are often drastically different from my original idea.
Describe the couple that might choose this invitation for their wedding.
While I was working on this design, I envisioned a professional, creative couple who frequent art galleries, cultural events and concerts. They are well traveled and adventurous with strong, traditional values. I imagine the wedding as a sophisticated and elegant event, with rustic greenery, a muted palette and soft romantic lighting.
What wedding trends do you love right now?
I love how weddings have become an opportunity for couples to create an event that is unique and filled with personal touches that make the day extra special. I love seeing all the different ways couples are incorporating metallic details into their weddings to make it their own. It adds a touch of elegance and can mix with any style; vintage, black tie or rustic.
I can’t talk about trends without talking about food and drink! Classic cocktails are at the top of my list. I love a good Manhattan, Old Fashioned or Mint Julep. We had a classic cocktail menu at our wedding and everyone loved it! Family style receptions are something I am really excited about. I love this way of eating (I can never decide what to eat because I like to try everything!) and I love that it’s becoming popular for weddings.
What were some challenges you faced while designing this invitation?
I wanted a classic design and started out with very traditional serif typefaces, but then decided to experiment more with the type, mixing things up to create something more modern. I was torn on which direction to go. I always tweak and push my designs until all the elements feel right. The hard part is trusting that what I’m feeling in that moment will resonate with others as well (and that I will still like it the next day!).
Tell us about your workspace.
I often do my messy process work on the dining room table where I can spread out. If I’m doing production work, it’s more flexible so sometimes I’ll work at a smaller desk in our den, or go out to a local pub or coffee shop if I feel like I need a change in scenery. We just moved this past year so we are also working on turning one of our small rooms upstairs into a studio space where I can be a bit more messy with paint and exploration.
How did you start designing for Minted?
I had been following Minted online for a few years while considering the launch of my own wedding stationery line. I was curious but felt intimidated about entering challenges, because of the high caliber of work. Once I started entering challenges I learned how open, inclusive and supportive the community is, and I am so grateful to be a part of Minted.