01 — Background
Formerly known as Retro Wedding Films, the brand had built its reputation around a nostalgic, home-video-inspired aesthetic. While the visual style resonated, the name began to feel limiting. It leaned heavily into “retro” but failed to communicate the emotional depth and heirloom quality of the work — and ultimately undersold the premium experience being offered.
As the business evolved, the goal was clear: reposition the brand from a stylistic niche into something more enduring. The films weren’t just trendy throwbacks — they were memories meant to be passed down for generations.
02 — The Project
The rebrand began with a strategic renaming process, resulting in For Keeps Film Co. — a name rooted in longevity, sentiment, and permanence. The new identity repositioned the brand as an heirloom storyteller, capturing precious moments meant to last for generations.We developed a complete identity system including a logo suite, grounded color palette with expressive accents, refined script typography paired with a classic serif, and custom vintage-inspired graphic elements and textures. The system extended into a fully custom Squarespace website, including sitemap strategy, copywriting, and design.
The audience: creative, sentimental couples in the Atlanta market who value nostalgia, but want something elevated and intentional.
03 — Approach & Outcome
The central tension was balance — preserving the warmth and analog charm of retro filmmaking while elevating the brand to reflect a premium investment.
The solution was restraint and refinement. Earthy tones anchored the palette. A balance in typography carried emotional weight without feeling overly ornate. Vintage elements were used sparingly to avoid gimmick.
The result is a cohesive brand that feels nostalgic yet sophisticated — positioning For Keeps Film Co. as a timeless, legacy-focused film studio. The rebrand received strong positive feedback from both clients and prospective couples.
Old Brand
