project spotlight
the book club
The Book Club is a community-driven brand built around storytelling, creativity, and a shared love of reading. This project involved developing a full brand identity system alongside a website that would bring that whimsical, literary vision to life in a cohesive digital space.
Heather, the client, came in with a very clear and specific vision for the brand aesthetic. The process became a highly collaborative, back-and-forth conversation, with evolving refinement as we translated that vision into a comprehensive design system.
branding & identity
The goal of the branding was to feel whimsical, approachable, and storybook-inspired, while still being structured enough to function across digital and print applications.
The final brand suite included:
Primary logo
Secondary logo variations
Submark
Favicon
Supporting brand assets
The visual direction leans into soft pastel tones, playful typography, and illustrative elements that evoke a sense of storytelling and imagination. Key motifs such as books, stars, and stripes were incorporated throughout the system to reinforce the brand world.
The result is a flexible identity that feels both cohesive and expressive across touchpoints.
website design
The website was designed and built in Wix, with the brand system guiding every visual and structural decision.
The site brings the brand to life through:
Whimsical, story-driven layouts
Soft color palettes and layered visual elements
Repeating motifs like stars, stripes, and book-inspired graphics
Clear navigation and user-friendly structure
The focus was on balancing creativity with usability— ensuring the site felt magical without sacrificing clarity or ease of use.
the result
This project was highly collaborative from start to finish. Heather had a very defined vision, and my role was to help translate that into a functional, polished brand system.
Through ongoing feedback and refinement, we worked through multiple iterations to ensure every detail aligned with her expectations while maintaining strong design principles and usability.
The final result is a cohesive brand and website that fully reflects the client’s vision— playful, literary, and visually engaging. Every element works together to create a consistent experience across both branding and web presence.