Designing, Building, and Optimizing a Luxury Digital Invitation Studio
Client
KindlyRSVP
Year
2026
KindlyRSVP is a Melbourne based luxury digital invitation studio offering done for you wedding and event invitations paired with a guest management and RSVP tracking dashboard. I joined the project after the Framer site was already partially built, and worked across web design, front end development, and SEO to bring the product to launch and improve it post launch.
Scope of Work
Framer Development
Motion & Interaction Design
Web design
SEO & AEO Optimization
When I joined the KindlyRSVP project, the website was already half built. My role was to pick up where it left off, refine the experience, and push the product further, both on the design side and under the hood. Beyond the core build, I also worked as a web designer on individual invitation pages, designing some from scratch and redesigning others based on feedback from the CEO. A lot of that work focused on making the invitations feel more lively, using interaction and subtle animation to bring each page to life rather than leaving it as a static layout.
One detail stood out early. KindlyRSVP's online invitations opened with an animated envelope, the first moment a guest sees before the invite reveals itself. At the time, that animation was generated using AI video. It looked fine on a good day, but the quality was inconsistent. Sometimes the flap moved unnaturally, sometimes the render came out soft or glitchy. For a luxury invitation brand, that inconsistency was a problem. The opening moment is the first impression, and it needs to feel premium every single time.
I suggested moving away from AI generated video entirely and rebuilding the envelope opening as a code driven component using real images instead. This gave full control over every part of the animation: how far the flap lifts, the timing and easing of the motion, the shadow falling across the card as it opens, and the overall speed of the reveal. Nothing left to chance, no rendering artifacts, and the same crisp result every time it loads. It took about 3 days of testing to get the code right and feel natural rather than mechanical.
While working through the experience, I noticed a second issue. Guests could scroll straight past the envelope without ever interacting with it, skipping the opening moment that the whole experience was built around. To fix this, I researched scroll locking techniques and, with some help from AI, built a code override that holds the page in place until the guest physically opens the envelope. Only after that first interaction does the rest of the invitation unlock. That piece took about a day to implement.
Together, these two changes turned the envelope from a passive animation into the intended first interaction of the experience, exactly as the brand meant it to be felt.
Invitation Pages I Designed
Beyond the core platform build, I designed and redesigned a number of individual invitation pages across different event types, weddings, birthdays, and casual gatherings among them. Each one needed its own personality while staying true to KindlyRSVP's luxury feel, so I leaned on interaction and subtle animation to give every page its own sense of movement rather than treating them as static templates. Some were built from scratch, others were redesigns based on direct feedback from the CEO, refined until they matched both the brand's tone and the couple or host's own style.
Invitation Gallery Page
I designed and built the page where guests and prospective clients can browse all of KindlyRSVP's available invitation designs in one place. This included creating the thumbnails for each invitation, writing the descriptions, and structuring the layout so visitors can quickly get a feel for the range of styles on offer, from weddings to birthdays to more casual celebrations, before choosing one to explore further.
Try It Yourself Page
I also designed and built the interactive demo page, where visitors can test and experience an invitation firsthand before committing to one. Rather than just looking at static previews, this page lets people click through and feel the actual interaction and animation, the same envelope opening, the same reveal, giving them a real sense of what their own guests would experience.
On the SEO side, I made sure every page had schema markup in place, written with AEO in mind so KindlyRSVP's content is structured to be picked up clearly by AI driven search and answer engines, not just traditional search results. I also submitted the sitemap to Google Search Console and requested indexing across all key pages.
Results since launch
On the search side, the site is still early in its indexing journey, organic rankings typically take 3 to 6 months to mature, but it's already showing real traction. In the past 28 days alone it picked up 144 impressions and 20 clicks, with an average CTR of 13.9%, well above the 2 to 5% typical for most sites. Australia, KindlyRSVP's primary market, accounts for 80% of that search traffic, a strong early signal that the SEO and AEO work is reaching the right audience from the start.
