Crafting the Intangible
The hands-on experience design course for wedding industry visionaries, misfits, and mavericks
Take a leap into a new way of designing weddings. Crafting the Intangible is a 1-on-1 online learning journey into the practice of designing weddings for presence, awe, and connection. You will gain hands-on, collaborative experience with the tools, models, and frameworks directly applicable for understanding, designing, and delivering more meaningful and emotionally impactful experiences. Led by Experience Designer and Consultant with over ten years in the wedding industry, Julie Comfort.
For wedding planners who dare to think big, love to take risks, and go beyond the unexpected, Crafting the Intangible will help elevate the experiences you deliver and deepen your influence. Together we will go beyond designing events solely for the way things look and dream up ways to design them for how they feel, so that you can amaze your clients, wow their guests, and make an impact that will last for generations.
Experience design is a growing field that takes a holistic, human-centered approach to design. The move towards experience design is part of a much bigger shift in society, a shift in what we value and how we make meaning. The need for wedding designers that understand this experiential shift is huge, and the market for their services will continue to grow as the industry evolves — away from objects and towards experiences.
This course is for you
…if you are a curious wedding professional who wants to explore new possibilities within wedding design, and to elevate the experiences you deliver to your clients and their guests.
…if you recognize that it’s time to rethink the way we create meaning and value, and you want to take a more human-centered, holistic approach to designing weddings.
…if you want to deliver wedding experiences that are transformative and unforgettable. The kind of gatherings that attendees simply can’t stop talking about.
…if you want to drive change in the wedding industry toward more meaningful events centered around people, not things.
Level up your business with a totally fresh approach to design.
We’ll meet for three Zoom sessions for around 90 minutes.
The course includes a beautifully-designed workbook that outlines all the course content to use during the course and as a guide for future projects.
You should expect to spend approximately one to two hours weekly on smaller assignments or exercises.
Links for sessions will be provided prior to each session start.
You will also get an extensive curated list of links, articles, books, and resources for inspiration and continued learning.
If you wish to invite your team into the session, up to four people can join for no additional cost.
Outcomes
Leave with a modern toolbox that you can use over and over to transform the way you design weddings
Develop a new approach to making weddings more intimate, magical and meaningful, fostering genuine connections
Lead impact and change in the industry, differentiating yourself in a saturated market
Elevate your business and adapt to the rapid changes in the industry
Be creatively inspired and open to new possibilities in design
A taste of what you’ll learn
I’ve designed a proprietary four step Framework to apply experience design techniques and methodologies specifically to weddings. In addition to the educational content, I’ve also designed in moments of surprise and inspiration, exercises to boost creative confidence, and collaborative moments to expand your brainstorming capabilities. It’s truly a rich, immersive learning experience.
Lead with Empathy
Learn how to ask the right questions to dig deep and find commonalities, identify risks, and define a guiding vision to lead the design process. We’ll also touch on the co-creation process and assembling teams to broaden perspectives and inspiration.
Engage Emotionally
Emotion leads to engagement, so we’ll get into the complex emotional triggers we can use to spark engagement, as well as prolonging the emotional experience, the three types of pleasurable experiences, and the four ingredients for transformative events.
Guide Attention
Presence is the base note of all meaningful experiences, so we’ll discuss the structure, framing, and experience mapping to guide attendees’ attention to the here and now. We’ll cover rituals, rules, defining perimeters, and avoiding intrusions.
Surpass Expectations
Finally we’ll dive into how to design an experience to truly stick to the bones by exceeding expectations, without violating them. Learn how to psychologically ensure something is memorable and enduring, and how to prime guests to be wowed.
Still have questions about whether this course is right for you?
“I LOVED it and am so passionate about this topic. My mind was in a flurry of ideas and inspiration after the last call.”
—Mariah, Northland Special Events
Schedule your session
I’ve spent nearly a year building the curriculum for this personalized educational experience and I can’t wait to share it with you!
Want a fully customized version of this learning experience?
We also offer fully customized private courses for your team, or delivered as one-on-one coaching. We can also create a custom immersive 2 day program that can be delivered safely on site and in-person in your city, or here in Berlin. If you are interested in discussing this unique opportunity, email Julie at julescomfort@gmail.com for more information.
Starting later this year or next I hope to be able to return to hosting in-person immersive, experiential learning experiences in cities in Europe and North America. To be notified of upcoming IRL events, please sign up below.