creative direction for weddings & photography
Ginny Au is an internationally-recognized creative director, stylist, and teacher. Known for her organic, minimalist, and cohesive designs, Ginny's destination wedding and workshop portfolio is industry-leading and her expertise highly sought after by wedding professionals and brides alike.
Her work has been featured on the covers of Martha Stewart and Belle Lumière, and graced the pages of other renowned publications including Vogue, Brides Magazine, Southern Weddings, Weddings Unveiled, Geraldine Magazine and on almost every major wedding blog.
We're so excited to be able to make her teaching available to you now in a digital format for the first time.
what you'll receive:
Summary of Chapters:
Learn the importance of finding your creative voice and how to incorporate this into your work. Identify your main objectives as a creative professional and key personal elements to infuse into your design.
What is process-driven design and why is it central to this course? Learn a simple formula for creating minimal design. Discover why working with the environment is vital, and how it can be a driving force behind the focus of a minimal design.
Define who your ideal client is and learn the importance of marketing to their aesthetic. Identify the three major ways clients are likely to hear about you, and what the hiring process looks like from there. Learn how to engage your clients in meaningful consultations, and how to include them and reflect them in the design process.
Learn the definition of the term “single-source inspiration” and explore the process of locating this inspiration source for design. Explore the use of design boards, learning about the importance of both visual boards and textural boards when mapping, communicating, and expressing the client’s vision.
The importance of the Creative Team, how to select the right vendors for a design, and how to build strong relationships with creatives. Explore the working relationship a Creative Director and a Photographer in order to clearly illustrate the way a creative team collaborates to execute a client's vision.
Explore the process of styling, installation, and documentation, moving a client's vision from concept to reality. The importance of a styling–kit and the tools we should have on–hand. A closer look into still–life shoots, emphasizing the importance of a cohesive narrative and the most effective ways of making the story come alive in the details.
How to humanize images by incorporating movement, people, and action into the execution process. Define process shots, detail shots, and action shots, and explore the human element within each of them. Unfold the process of shooting a deconstructed table, and learn the “fluid motion” method, using concepts of movement and action to tell a compelling visual story.
"Learning from Ginny has been a wonderful opportunity to discover the creative process behind the beautiful images she designs & styles. I've learned how to seek inspiration from unexpected sources, design with purpose, & develop my ideas into something tangible. As I have no background in the arts, Ginny's teachings have been the perfect introduction to the creative world."
—Lesley Lau, photographer/stylist
"Ginny is known for her organic and minimal style. She is a true Creative Director and takes such joy in creating the whole look and feel, from the way the clothing moves to the way the lighting on the table illuminates people's faces. She thinks beyond color palettes and textures into the real soul of the project."
—Ginny Branch, stylist
"There are very few people that I have spent a day with that have changed the way I look at and approach photography forever. Listening to and working with Ginny completely challenged my own process. She delves into the subject's minds...[which creates] imagery that is not only beautiful, but meaningful."
—Kurt Boomer, photographer
"This course is like an intimate chat with Ginny & all the notes have already been taken for you. Her 'process-driven' theory has made a significant impact how I will approach photo shoots & weddings. I highly recommend this course to anyone looking to better understand styling or make more intentional, meaningful images for their clients."
—Brian Whitt, photographer
INVEST IN YOU:
3 ways to pay:
Do you offer payment plans?
Yes! You can purchase through Affirm and set up monthly payment plans for as little as $33 a month.
Can I use an Affirm payment plan if I'm from outside of the US?
Unfortunately no. At this time Affirm only offers payment plans within the US, sorry. We are working on finding a solution to this for our international vendors in time for future courses.
What is Process Driven Design?
Process Driven Design is a 400+ page digital course of original content written by Ginny Au. It explores brand identity, client relations, the design process and execution, minimal design, and styling for photoshoots and weddings. It includes 5 instructional video tutorials from Ginny, two in-depth case studies of a real wedding and a photoshoot, printable worksheets, and a follow-up webinar with Ginny to address any unanswered questions. The course will teach you to attract your ideal client, understand event design and production, add movement and emotion to imagery, develop a cohesive story through process-driven design, and use minimal design in weddings and photoshoots.
I took Wedding Styling 101. How different is this course? Would it be worthwhile for me to take this one, too?
This course does address some subjects covered in Wedding Styling 101 but more importantly it includes concepts, techniques, and methods that are vastly different in both the process and execution of your work. We find it incredibly helpful and valuable to learn how successful industry experts approach similar subjects. We firmly believe you'll find the differences to be enriching and enlightening as you discover and develop your own unique approach to each of the subjects covered in the course. This course also introduces new topics not discussed in Wedding Styling 101. For more details on individual chapters in the course, click here.
Who is Process Driven Design for?
Though Ginny is a Creative Director and Stylist, the principles and strategies of design you will learn in this course can apply across a spectrum of creative titles. Whether you're a designer, photographer, florist, stationary artist, planner etc., the essential concepts of design and execution are the same, and can be adapted to your work in many different ways. (Working with photographers is a large part of Ginny's educational methods, and she has previously worked as a wedding planner, so is well positioned to speak and inform a cross-section of industry professionals).
I've attended one of Ginny's workshops in the past. Is this course different to what she teaches at her workshop?
Yes, Ginny has offered design classes and workshops over the last few years that address certain areas of her design and execution process. This digital course follows Ginny's entire creative process from conception to execution (including how she works with clients, fluid motion techniques, and case studies for both a full wedding and photo shoot.) This course also tells the story of how she developed and refined her brand, attracts a client, and most importantly how every creative must follow a process to produce authentic and cohesive work that is unique to the client and creative.
I've registered for one of Ginny's upcoming Loom workshops. Would I also benefit from buying this course? Or will I learn this content at the workshop?
Since Ginny is no longer offering a creative process workshop, she wanted to offer an affordable and accessible digital course that would educate the industry on a larger scale. This course covers her entire creative process, including: how she developed and refined her brand, attracts clients, and most importantly, how every creative must follow a creative process to produce authentic and cohesive work.
Can I gift this course to someone else?
Absolutely! Each license issued is tied to a single user—the person who purchases the course, and one single device (computer or tablet). After you purchase the course, contact us here with the name and email of who you'd like to gift the course to and we will send it to them.
What sort of results can I expect?There are immediate and long-term results that you can expect with this course. In the short-term, you will be able to quickly gage where you images, portfolio, and or styling can be improved. In the long-term you will be able to hone your individual aesthetic and skill in finding your own unique voice. We firmly believe that this will brings solid results in your business - not the least of which is finding your own voice and attracting your ideal client.
I'm just starting my business OR I've been in business for years. Is this course right for me?
Yes. If you are just starting out this course will definitely help take years off the learning curve you encounter when starting a business in the wedding industry. If you have been in business a long time, but feeling burnt out or looking to infuse a new voice into your work, we can't think of a better course than Process Driven Design. Ginny covers so many helpful and valuable subjects like minimal design, finding your own voice, and fluid motion just to name a few.
How long will it take me to do the course?
Well, you could read through the material in a cursory manner in several hours. But to really work through the exercise and assignments will take you much longer. The beauty of it is you can work through at your own pace. The biggest pressure to make it to the end is just how long you want to wait to start implementing smarter pricing!
Can I share the course with a friend?
Officially, no. Each license issued is tied to a single user—the person who purchases the course, and one single device (computer or tablet). But if you want to split the payment and don't mind sharing a device, no one is going to stop you.
What's the format? What am I actually getting?
The course is delivered via .pdc files (proprietary encapsulation of .pdf files, created through third-party software), i.e., secured pdfs. Upon completion of your purchase, you will receive license information on how to download the software to access the course content. Please note: You will only be able to download the course on one device.
Once I've purchased the course, then what happens?
The course is available to you for download. There are a few steps to getting there. We are using a secured platform to deliver the course content. This means you'll need to download some software and register your license; we'll give you all the details once you've purchased the course. Immediately upon purchasing the course you will receive an email confirmation. Then, it can take up to 72 hours for the rest to be sent to you. Please also feel free to visit our user guide.
What, exactly will I receive?
Once you've registered your license, downloaded the software, and clicked on the link with the course materials, on your computer or tablet you will see a folder named Process Driven Design. Open this and you will see the course subfolders with pdfs + bonuses. Please Note: You will only be able to download on one device.
Will I receive everything at once?
It can take up to 72 hours for your license to be issued. Once issued, you will receive two emails—one with a link to the course folders—clicking this would begin the download of the course to your computer or tablet, and one with the information on how to activate your license and install the software required for viewing the course. Please also feel free to visit our user guide.
How long do I have to access the content?
You have lifetime access to the course content—learn and revisit at your own pace. We encourage you to take notes as you work through the course content, and keep in mind that you will get the most out of it if you spend some uninterrupted time with the exercises and actively apply what you're learning to your business.
What's your refund policy?
As this is a digital and downloadable course, we're unable to offer a refund since there is no way to receive the product back once it has been downloaded. But we are committed to offering a great learning experience and would love to hear if something's not working to see if it's something we can solve. We want to help if we can. Email us via our contact page.
What if I'm not sure if this course is right for me?
Still unsure if this course is for you? Email us and we'll happily answer any of your questions.