What Really Goes On In My Design Process: Step One - Preparation

Intake questionnaires, discovery consultations, Pinterest boards… on the surface of things it can often seem there is just ONE standard process for the preparation stage of a design project.

I’m going to blow that myth wide open.

After all, while designers may use similar tools, the important thing is what we do with them. Here, I’m giving you an insight into the in-depth nature of the first phase of my projects.

 
 
Brand styling and web design process by Sarah Shuttle, female entrepreneurs and high-end brands, feminine branding, feminine business, luxury branding, luxury brands, wedding professionals, brand design, feminine web design, headshot inspiration, photoshoot ideas, brand photography, personal branding shoot.
 
 

Let’s see what we’re working with, shall we?

I need to know your starting point (A) and your desired destination  (B) if I am going to craft a visual presence that bridges the gap from… well, A to B.

So, yes, there are questionnaires for you, but I also do my own research. We’re talking things like social media stalking (the not-creepy kind), trawling your current website, looking at your offerings etc.

This enables me to see where the biggest gaps are in your brand presence, where the ‘disconnects’ are. It lets me style your brand and plan out your website strategically before making it look incredibly beautiful.

Your audience...

You’ll hear many names for your target demographic - ideal clients, dream clients, soulmate clients… but call them what you will, you have a target audience and I need to know who they are. I need to get inside their heads so I can design something that calls to them directly. Not sure? Ask yourself what type of clients have you enjoyed working with. What's been your best and worst experience? What type of clients do you want more of? Designing for them makes your marketing much easier, too.

Inspiration analysis

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Time to bring my analytical brain to the table! I take any visual inspiration you've given me and analyse the overarching themes.

When I begin to form my own inspiration board, I analyse what I like about each visual or other sensory inspiration and why. I then take all the resulting elements from my analytical process so I can begin creating something utterly unique to your brand.

Meditation

When I've absorbed your information, I meditate. I have to connect and feel your brand. It's a strange thing to explain - I connect intuitively then I begin to feel and see visuals.

I meditate at every new stage of the process and if I find myself blocked at any point, I go back to this and reconnect.

Time to use the recipe...

It sounds a cliché analogy but we really are creating something from a range of ingredients. Logical thinking, psychological and behavioural analysis, heritage and backstory, stunning style all combining to deliver a unique and effective visual brand identity and website.

Want me to start this process on your brand?

Brand & Web Design for Eternal Blooms By Victoria, Feminine Brand Styling, Custom Web Design

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BRAND STYLING | WEB DESIGN | PHOTOGRAPHY | COPYWRITING | BUSINESS STRATEGY

 

Eternal Blooms by Victoria is a design studio in Hampshire specialising in contemporary, lifelike and lasting faux flower arrangements to buy and hire. Victoria caters for both the wedding and event industry as well as individual customers and corporate businesses. This meant we needed to create a brand style that reflected the variety of her audience while still having an understated femininity.

Using a colour palette of forest green, tan gold, tart raspberry and a gentle petal pink in conjunction with clean lines and lots of negative white space, we brought together a brand style that appeals to the branches of her target customers.

With brand photography, web copy and business strategy sessions from my team of amazing professionals, her brand presence has been utterly transformed and I can't wait to see her business fly.


INSPIRATION BOARD

 
 
Mood board, inspiration board, branding, brand design, web design, brand styling for Eternal Blooms by Victoria. Faux florist, floral design, luxury florist, feminine branding and custom website design, wedding professional, luxury wedding business branding, female entrepreneur, high-end service branding, luxury web design, feminine web design. Pink, green, gold colour palette. Flowers, floristry.

BRAND BOARD

 
Branding, brand design, web design, brand styling for Eternal Blooms by Victoria. Brand board, faux florist, floral design, luxury florist, feminine branding and custom website design, wedding professional, luxury wedding business branding, female entrepreneur, high-end service branding, luxury web design, feminine web design. Pink, green, gold colour palette. Flowers, floristry, logo design, submark, icon, patterns and textures, brand photography.

WEB DESIGN

 
Branding, brand design, web design, brand styling for Eternal Blooms by Victoria. Brand board, faux florist, floral design, luxury florist, feminine branding and custom website design, wedding professional, luxury wedding business branding, female entrepreneur, high-end service branding, luxury web design, feminine web design. Pink, green, gold colour palette. Flowers, floristry, logo design, submark, icon, patterns and textures, brand photography.
 

Brand & Web Design for Girl Untold, Strong, Feminine Branding

Girl Untold is my social movement to unite, inspire and empower women everywhere to break with societal standards and be themselves unapologetically. In a world of pressure and social media influence, it's time to find and OWN ourselves again while having fun and smashing stigmas around taboo issues such as mental health at the same time. While you're waiting for the website, you can follow me on Instagram!


INSPIRATION BOARD

Mood board, inspiration board, branding, brand design, web design, brand styling for Girl Untold. Strong, bold and bright feminine branding and custom website design. Girl Untold is a social movement empowering women to smash stigmas, break from societal standards, inspirational leaders, find confidence and self-esteem in themselves as women in life. Pink green black color palette. Fun branding.

BRAND BOARD

 
Brand board, branding, brand design, web design, brand styling for Girl Untold. Strong, bold and bright feminine branding and custom website design. Pink green black color palette. Fun branding, headshot, brandshoot, brand photoshoot, female entrepreneur, business owner, logo design, pattern, texture, logo variation, submark, logo inspiration.

WEB DESIGN

Custom web design, website design, web design inspiration, feminine web design, feminine website inspiration, custom feminine website, Wordpress site, custom Wordpress designer, for Girl Untold. Strong, bold and bright feminine branding and custom website. Pink green black color palette. Fun branding, headshot, brand photography, brand photoshoot, female entrepreneur, business owner, logo design, logo inspiration.

Branding & Web Design for Tamara Michelle Jewelry: Feminine Brand Styling

California-based jewellery designer Tamara Michelle works with exquisite gemstones in beautiful, unique pieces that encompass a spiritual way of being. She gives everything to each handcrafted design, bringing in movement and inspiration from varying sources.

Using soft colours and textures with a clean sans serif font, and contrasting with a geometric shape and pattern, we created an understated, classic, feminine and firm visual identity for her jewellery business that incorporates the spirit with modernity.


INSPIRATION BOARD


Mood board, inspiration board for the branding, brand design, brand styling of jewellery designer Tamara Michelle Jewelry by Verity Road. Feminine branding, feminine web design, luxury branding, female entrepreneur, brand photoshoot, website design, lifestyle business, weddings and events branding. See more for brand board.

BRAND BOARD


Brand board, brand style guide for the branding of Tamara Michelle Jewelry by Verity Road. Feminine branding, feminine web design, luxury branding, female entrepreneur, lifestyle brand, wedding business branding, weddings and events branding. Logo design, brand elements, feminine colour palette, business card design, patterns and textures. See more for custom web design.

WEB DESIGN


Custom web design, website design for jewelry designer. Jewelry design branding, feminine web design, web design inspiration, feminine website inspiration, custom feminine website for Tamara Michelle Jewelry. Luxury feminine branding and custom Wordpress website. Pastel color palette. Gemstone jewelry, brand photography, brand photoshoot, female entrepreneur, business owner, logo design, logo inspiration, jewellery designer.

"...elite, feminine and stunningly gorgeous...I could not be happier to have met the one person who got it right, in her own business and now in mine. "

- Tamara Hodges-Shepherd


Are you ready to take your business to new heights?

With services including branding, web design, photography and copywriting, you can get everything you need all in one place: Verity Road.

Brand Design for Sheer Laser Clinic - Beauty Branding, Brand Board, Feminine Brand Styling


This London beauty clinic focuses on advanced skincare aesthetics in a clean and professional environment, two characteristics which have been captured in their rebrand as well as the style and modernity that are inherent to the clinic - and their mission to make you feel confident in your (smooth) skin. Think summer, silk, cool blue, sunkissed skin and laid back evenings in a stylish surroundings and you'll meet Sheer Laser Clinic.


INSPIRATION BOARD

 
Mood board for Sheer Laser Clinic, luxury branding, brand styling. Beauty salon branding, feminine branding, feminine business, business branding, brand board. Feminine light color palette, inspiration board of typography, script font, soft textures, nail salon branding, beauty branding, spa branding, business owner, office, workspace, photoshoot, brand photoshoot. See more for brand board, social media branding and print design.

BRAND BOARD

 
Brand board for Sheer Laser Clinic, luxury branding, brand styling. Beauty salon branding, feminine branding, feminine business, business branding, beauty brand, feminine light color palette, script font, soft textures, nail salon branding, beauty branding, spa branding, entrepreneur, business owner, office, workspace, photoshoot, brandshoot, headshots, make up artist. See more for mood board, social media branding and print design.

SOCIAL MEDIA & PRINT DESIGN

Social Media & Print design for Sheer Laser Clinic, luxury branding, brand styling. Beauty salon branding, feminine branding, feminine business, business branding, beauty brand, feminine color palette, business card design, gift card design, nail salon branding, beauty branding, spa branding, female entrepreneur, business owner, pretty workspace, brand shoot, make up artist. See more for mood board, brand board, brand inspiration.
 
 
 

Behind the Brand: Hayley Elizabeth Cake Design (+ Tips to Take Away!)

 
Behind the brand, branding and website for Hayley Elizabeth Cake Design by Verity Road. Business tips, business advice, website help. Luxury branding, female entrepreneur, wedding professional, wedding business branding. Logo design, brand elements, feminine colour palette, business card design, patterns and textures. See more for custom web design.
 

Think of your branding and website like a filter which tints viewers’ perception of you and your business. You need to make sure it is having a positive effect and not becoming a barrier.

 Early in 2017 I received a message from Hayley, owner and cake designer at Sweetcheeks Bakehouse, enquiring about branding and web design.

 She had far outgrown her old visual brand identity, and even her brand name.

 When she started out with cupcakes at eclectic farmers markets, the Sweetcheeks Bakehouse brand worked well enough. It was cute and colourful.

 But you see, as with all of us, Hayley’s business evolved. She now designs luxury, style-led cakes in the most mouthwatering flavours. Her market is high-end.

And the truth is, the high-end market expect a certain level of appealing aesthetics on first sight. They expect congruency in your work and your branding and website.

In Hayley’s case, there was a massive disconnect between her cake designs and her visual brand identity. This lack of alignment meant potential clients were having to work that much harder to see her amazing talent.

It was time to change, and that’s certainly what we did! Sweetcheeks Bakehouse became Hayley Elizabeth Cake Design, and I created branding and a website that spoke directly to her dream clients (while still incorporating Hayley’s love of pink!).

What’s more, her old website which had hundreds of pages has become easy to navigate in addition to being visually captivating for her audience.

The results?

From this...

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...to this.

Brand board, brand style guide for the branding of Hayley Elizabeth Cake Design by Verity Road. Feminine branding, feminine web design, luxury branding, female entrepreneur, wedding professional, wedding business branding. Logo design, brand elements, feminine colour palette, business card design, patterns and textures, web design, business tips.

Apart from the visual evidence, Hayley took two bookings the morning her site went live - and that just the coming soon page!


Tips to take away

  1. Assess where you are in your business. Is your branding and website still at the same level?

  2. Know your ideal client - you need to know about them in depth in order to convey your message visually. Is there a disconnect?

  3. Make your site user-friendly - an easy-to-navigate website makes the life of your potential clients so much simpler. Don’t make them hunt for what they are looking for!

  4. Know your goals - if you don’t know what you’re trying to achieve, how are you going to get there? Hoping for the best won’t cut it!


See the entire Hayley Elizabeth Cake Design branding and web design here in the portfolio.

Find out how you can work with me here!