THE COUNTDOWN IS ON!! {Confessions of a Rebrand}


It's Friday and in just one short week the all new Cassandra Dattoli Events will be launching. Wait; did I just say that? Hooray!! Friday September 19, 2014, the all new Cassandra Dattoli Events launches and to celebrate I'm having a little celebration party at our home with a ribbon cutting ceremony. This is really happening! I'm so excited about revealing everything to you all - including a much updated and very pink new website and blog.


I recently stumbled across the word Serendipity. The effect by which one accidentally stumbles upon something truly wonderful, while looking for something entirely unrelated. Serendipity - you have been in the back of my mind and on my heart since I first came across you. When I started the journey to rebrand; I was asked to write my story; and rewrite my story - and write it again and again. The whole point is to condense - and pull out the significant moments - the moments that truly show the path that has led me to where I am now. Well, I found it. The handful of moments that lit the fires that make up my core. The reason I'm here writing in this white space to all of you. The reason I started my business - the reason I rebranded.

 I chose to rebrand, because I was outgrowing the old look. Because the old look and logo got the job done - the website got the job done; but what if this space also made you feel like you knew me, before you actually knew me?  That was my goal when I reached out to Becky at RP Design & Branding. A brand - not just a pretty logo, or fancy collateral pieces - but a brand that people can come to and trust and know what to expect from. When you come into contact with my brand I want you to expect pink happiness bursting with confetti, a dash of glitter and above all else a happy place where love and marriage is celebrated. This rebrand has been so good for me - in a crazy, frustrating, exhausting and hair brained way. But it has also been so incredibly fulfilling & rewarding. I have a core purpose, and I know in my heart of heart's what that is - and what that even means!  I have a mission. I have a business plan. I have a workflow. well kinda ... but I have a brand.  I have a brand that is every piece of my heart and soul and represents who I truly am and what I want my business to represent. There is so much goodness still to share, but here is about half of my branding board that Becky created for me 

top half board.JPG

In condensing my story to fulfill the needs of representing my core I came up with this:

I grew up in Decatur, Illinois, dreaming of the day I would be a State Prosecutor in St. Louis. I'd have a downtown loft with an incredible view of the Arch and send my assistant to pick up my dry cleaning and coffee. We'd sit and discuss the legal issues plaguing our nation and have grown up conversations on capitol punishment and abortion. But as they say, sometimes, on the way to a dream, you get lost and find a better one. For me, getting lost; was my saving grace. During undergrad I met a blue-eyed Sicilian boy who stole my heart quicker than I could say "objection". Rather than head straight to St. Louis, I followed him and stayed closer to home. Six years later, ten moves, two graduate schools across three states and six months apart while he was at the State Police Academy; on October 20, 2012, we finally made it official in a traditional Greek Ceremony surrounded by close friends and family.

 Months after he proposed - it became clear that my heart changed. For as long as I could remember - I  read about, wrote about, studied criminal law and all the "bad stuff" in our humanity - and this wedding planning "stuff" was just the opposite. It lit a fire in me that I don't even know how to describe. It had hit me .. I want to be a part of people's happy moments - whatever this is, I want this. The memories of my mother and I planning get togethers, asking family to bring all white or red or green food containers; picking the napkins, plates, centerpieces and silverware for Thanksgiving and birthdays - it all just made sense.

Sometimes I wonder if God had a big chuckle with me - by putting me in the midst of the awful crimes people commit against each other to this complete opposite world - where love is the center and focus of everything. Love. Love is at my core. Love is my reason.

I'm having giveaways starting tomorrow to win some pretty awesome items from Pearls & Pastries, Woodenhive Vintage Silverware, Instax, Pease's Candy & Nuts, StarbucksTarget, Project Life and Meandmybigideas just to name a few; to celebrate this rebrand and to welcome you all to this happy little place of mine. 

ps. If you read this far down and leave a comment .. you'll be entered into all the giveaways!! 



In making some final decisions these last couple days on my collateral pieces, I had a bit of an epiphany. The kind where the clouds roll back and the sun shines through and you finally let go of your fears and do it anyways. Along this journey, I found my courage and most importantly; what truly makes my heart skip a beat.

Brand Board. Mood Board. Rebranding.

These are just a sampling of some of my brand elements that we have been working like crazy people to get all pulled together and out the door. Oh some more you say? Why sure!

Branding. Brand Board. Mood Board. Rebranding.

 I started the rebrand journey with every intention of rebranding under just my name - and losing the Events. I felt good about it and was excited. But I wasn't dropping events for me. I have been so insecure and afraid of my business name because of some critical comments I received in my early stages about Cassandra Dattoli Events not being "creative" and "anyone can just use their name for their business."  I'm so over it. It's me. It's who I am. It's my love story and it's the reason I got into this industry. When my clients come to me and shell out cash to have me execute a fabulous day for them, they know what they are getting & who they are working with. I want to be transparent, I want my boutique to be every bit of lively, positive and bold that I am. It's personal, because I am.  I've been wanting to show this beautiful new logo off to the world, well world - wait no more. Sweet, sweet friends: say hello to Callie and the all new Cassandra Dattoli Events logo.


Cassandra Dattoli Events. Logo. Rebrand. Logo. Callie. Beautiful Butterfly. Love. My Heart.


P.S. On perfection: being a perfectionist has it's drawbacks. Like giving your new brand designer a headache with hundreds of emails, questions and revisions; only to come full circle and choose the very first designs she sent you over a month ago. Yupp - that was me. Becky over at RPDesign is simply the best. Seriously - go over and leave her some love, she sure as hell deserves it for putting up with my shenanigans these last months

Thank you for reading this, for being here through this journey - for standing by as I drop little snippits - for your support - thank you from the bottom of my heart. To Becky over at RP, you are simply the best. I love you all so much. There is so so much more to share and soon very soon you all will get a the biggest dose of pretty pink and happy all rolled into a lovely greek Cassandra Dattoli Events milkshake. Stay tuned!

xoxo - Cass