LA Times Studios Weddings

LA Times Studios Weddings was built while we were employed full-time by LA Times Studios, during the company’s first move into lifestyle-focused web and social content outside the traditional Los Angeles Times newsroom environment. Weddings were a completely new category for both LA Times Studios and the broader Times digital ecosystem, with no pre-existing audience, brand authority, nor paid social media budget behind the launch.

We developed the platform entirely from the ground up, defining its positioning, visual identity, strategic framework, editorial pillars, content templates, social strategy, and community/UGC approach. Ongoing work included sourcing and planning content, managing collaborations, coordinating real-wedding submissions, and developing recurring signature content series such as “Ever Afters,” our weekly UGC Q&A series, “The Hotline,” and culture/trend -focused story series like “The 411,” “Daily Inspo,” and “Trend Watch.”

Built entirely organically, with no paid campaigns, boosted posts, ads, nor purchased engagement, the account grew entirely through strategic editorial packaging, consistent design, community participation, and a clear point of view on weddings as a cultural, visual, and experiential category.