The scary thing about starting a new business is that sometimes you may not realise what you want with regards to design or that you have everything in mind and you are trying to make it happen but you lack the design experience or design know-how.
When you want your business up and running, and you've tried to make the website yourself but it's just not quite right and you don't have the time to fix it...what do you do?
It's always a treat to work with a client that has done as much as they can themselves but they realise they need help; they have a better understanding of the project in hand and are happy to delegate the job.
Well, that is exactly what Lynne Taggart of My Sweet Success did.
When Lynne contacted me she already knew what she was after and needed a professional to take care of it. She had a logo which had been previously designed but was looking for a brand and Squarespace website. After a consultation she realised she would also like a new logo and so she signed up for the Startup package.
I'm really proud of the final product. I have to say, its been an absolute joy to work on and I'm super happy to share the creative process today.
1 | Client homework
At the beginning of any project, I always ask my clients a set of questions about their business vision and goal for their brand and website. As part of this client homework, I also ask them to pin some images they feel represent their vision on a Pinterest board.
I love this part of the project as I get to see what my clients are really drawn too and this ultimately sets the brand.
Lynne said her ideal client will be an entrepreneur in her 20s/30s and desires a laptop lifestyle with the freedom to travel. She used the following adjectives to describe the feeling of her brand "luxurious, feminine, powerful".
I couldn't help but peek at Lynne's Pinterest board and I was so excited!! Her board were exuding with luxury and femininity. I could wait to get started!!
2 | Moodboard
Going through Lynne's Pinterest board and finding the pins I felt best suited her adjectives was straight forward. I compiled the images to created a moodboard
The cerise pink added so much brightness to the board, and the gold gave it the luxury feel. The blush colour of the pink roses gave it the feminity, softening the whole brand altogether. yet the strong burgundy and black bought in the power aspect.
A moodboard is great for a few reasons. Not only does it ensure Lynne and I are on the same page with the direction of the visual brand elements but it also helps me develop the next stages of the project.
3 | Logo
One of the main elements that really stood out on the moodboard was the idea of a rose. Lynne also really liked this aspect and was keen to incorporate this into the logo. I kept that in mind and after a few revisions these were the 3 final concepts that were developed.
Lynne loved this direction as the rose was just the perfect prominence against the monogram MSS. In previous iterations, I had created the rose with much more boldness but Lynne preferred the silhouette approach more. I have to agree with her, this was the perfect balance of feminine and powerful.
Lynne chose the second logo concept, which I think is the best out of the three!
After the logo was signed off I designed a secondary logo to give Lynne flexibility, and also created a variety of round versions of the primary. The round versions are great for profile pictures. I also created a submarket which, we used as the favicon for the website.
By creating these brand elements, it makes it easier to keep consistency on other elements like collateral. So by this point Lynne is set up with a new logo, with variations, a colour palette, a submark and 2 fonts. Her new brand is complete.
4 | Collateral
With the brand complete it's time to get started on the social media graphics. In this case, Lynne didn't want any Twiter graphics and so we decided to swap this element for a PDF opt-in template instead.
Using the colour palette I used the cerise pink as the main heading colours to really help elevate the feminine aspect.
I love how these all turned out.
5 | Website
Whilst working on the brand and collateral elements, Lynne has second thoughts about the Squarespace template choice. Although this does change the project in hand to some extent it is best that Lynne is happy with her template choice before any work is carried out on designing her website. So she was required to revisit her website requirements before moving forward.
It didn't take long for Lynne to decide on what she was really after and luckily this didn't hinder the timescales either.
Lynne was really keen on big imagery and getting new clients to sign up but also explain to her clients about how to achieve their life of luxury goals. There really was a lot Lynne wanted to get across so to break up the page I included images and created "blush boxes" to break up the page and text.
The gold bar (under the main headings) and gold buttons really broke up the text as well and reinforced the luxury aspect. I love the blush boxes too! they really helped break the pages up.
Click here to see it for yourself.
Lynne was a really awesome client to work with. She knew what she wanted from the start and wanted to take that worry off her mind. I delivered an awesome brand and website with collateral items to ensure Lynne has a professional look to her new business.
What do you think about this new brand and website for My Sweet Success?