Brand and Web Design for SGYS

By Sara Stuart

Shortly after I had launched Sarasure and began blogging, I couldn't believe how fun and fulfilling it became for me. This newfound passion and drive led to multiple conversations with my family and somewhere along the way, two of my siblings joined in on the fun.

For example, my brother, Joe, is a musician/visual artist/video blogger (vlogger) and has a YouTube channel called Minimize to Satisfy whereas my sister, Steph, is the creator and blogger behind a fun, personal fashion and lifestyle blog called SGYS. What can I say? I clearly come from a very creative and expressive family.

I'm particularly excited for today's design project launch because it involves the brand development and web design for my sister's blog. So let's recount this personal collaboration by taking a look at how SGYS was made.

Branding for SGYS Lifestyle Blog


Inspiration Board

Clean, bold, feminine, modern, friendly, and fun were a few adjectives Steph used to describe her vision for SGYS. Drawn to a messy watercolor texture and a pastel color scheme, she also admired bold lines and the sharp contrast of black and white with a hint of bright, metallic copper. 

I started off the project by asking Steph to create a separate, secret board on Pinterest and fill it up with photos that suited the visual inspiration she desired for her brand. Here's a look at what I did with some of them.

SGYS Inspiration Board

When I reviewed her board, it was eerily similar to how I had mine for Sarasure. The thin, organic meets geometric line art was a definite reoccurring theme while the soft, feminine look of calligraphy represented itself as well.

Design preferences must be genetic...



Next, I took to sketching out a few ideas using the SGYS inspiration board as my guide. My mission was to create something clean and orderly with a splash of friendly chaos.

SGYS Logo Sketches

SGYS had three logo concepts to choose from.

SGYS Logo Concepts

Stephanie had originally expressed interest in using the shape of a wire hanger for a logo concept. It wasn't until after I incorporated this with the SGYS lettering that we both agreed it wasn't the strongest option and decided that we would use a similar shape for the submark instead.

Concept one became the best choice because it was easier to read, was simple yet bold, and it meshed well with each branding adjective. The form of this logo is both feminine and modern and exhibits a great deal of fun, playful energy.

SGYS Brand Style Guide


Brand Style Guide

From there, I made a brand style guide laying out all that was made to bring the SGYS brand to life. This included various illustrations and icons that paired Steph's beloved watercolor texture with sharp, black line art.

SGYS Brand Style Guide


Web Design

Once all of the artwork had been designed and approved, I began working on the SGYS website by applying graphics, color schemes, and photography to the Squarespace template of Steph's choice. A few coding tweaks here and there led to this clean, modern, and user-friendly website.



Social Media Cover Art

The fun continued with custom social media cover art for each social media account in promotion for the SGYS website launch.

SGYS G+ Cover Art

As of November 7th, the SGYS blog is up and running! Check it out and let us know what you think!

Are you in dire need of a personal brand that fits for your blog? If so, contact Sarasure for a free consultation!