Brand clarity for a growing editorial platform.
A clarity-first brand system for a growing editorial platform—designed to scale without losing its voice.
client:Sunlight Editing (editorial platform) feels misaligned, outdated, or unclear
SCOPE:Brand clarity, identity, website direction
RESULT:Clear positioning, confident launch, scalable system
THE CHAllenge →Tackling The Struggle
Sunlight Editing had strong expertise, but the brand itself felt scattered. The messaging didn’t clearly communicate who they were for, and the visuals lacked cohesion—making it harder to grow with confidence.
The challenge wasn’t talent. It was alignment.
““I want to feel like my brand looks good, clean, and professional. To reflect the quality of my services and help delight/attract/engage new clients, while also reaffirming my loyal client base’s decision to stay with me.””
Not sure what’s off in your brand?
Download the free guide → to uncover the 5 most common brand blockers — the same ones we worked through in this project.
Previous Brand
Allie's previous brand didn't effectively portray her as a professional writer capable of commanding higher prices for her top-quality work, did it?
No. No, it didn’t. ⛔
the vision→Brand reGrowth
We set out to create a simple brand identity toolkit - including a brand new logo, a unified color palette and typefaces to reflect Sunlight Editing’s new, sophisticated identity.
Our target audience were women aged 35-55 who have the time and money to take their writing to the next level via custom creative writing courses and editorial guidance.
““I want to increase the number of clients who say “yes” to an editing package because they had a referral and they love the look, feel, and promise.””
Using the information from our conversations and the Brand Questionnaire, I put together a mood board that showed my vision for art direction and specific design choices like the color palette. Allie fell in love with the direction and we dove into design.
This handsome mood board is a collection of images that are the sole property of their respective creators. They have been included for reference purposes only.
LOGO CONCEPT→A simple, flexible mark
The essence of Sunlight Editing revolves around the Western concept of light as a symbol of knowledge and the ecological principle that sunlight sustains life. “Just as stories invigorate us and create a sense of connection to something greater, our aim is to emulate sunlight. We aspire to serve as a beacon, offering individuals the editorial support and tools necessary for their development as writers. Sunlight Editing’s creative guidance fosters their continuous growth.”
As we started sketching out ideas for the new logo, we looked into ways to incorporate the story into an easily-recognizable symbol that would differentiate Allie’s business on the market.
TYPOGRAPHY→Typography
Type plays a huge role in brand identity design—it's what ties everything together. Consistency in typography is crucial because it defines a brand's voice across all communications. Serif typefaces, often associated with traditional editorial use, bring sophistication and readability to the new identity. By pairing a classic serif with a clean and modern sans serif, we're blending the best of both worlds—classic charm meets contemporary vibes.
PHOTOGRAPHY DIRECTION →Human, not polished
To create a coherent brand identity, we need all the pieces to speak the same language and photography art direction is a big part of brands’ communication. Allie’s photos were a DIY solution from the side hustle era, so we equipped her with all the info she needed to translate our vision to the photographer. She knew what kind of photos we needed, what outfits to wear, what angles and environments we wanted to shoot in.
This photography mood board is a collection of images that are the sole property of their respective creators. They have been included for reference purposes only.
WEBSITE DIRECTION →Designing a simple website that converts
When Allie made the decision to rebrand with Nicely Made, her DIY website didn't reflect her true professionalism. It lacked the seamless flow necessary for users to easily book her services. After a website audit where we listed out all the user experience and design issues along with ways of fixing them, I ended up recommending starting a brand new site from scratch, instead of trying to fix the existing one. We then created a wireframe of the proposed homepage and decided on the general layout. That way I could work on the design, as Allie was working on the written content.
A wireframe is a simple sketch that represents the structure and layout of a webpage or application, focusing on content placement and functionality without design elements.
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That wireframe then gets transformed into a fully designed website with the same flow.
Preview: sunlightediting.com
result→A trustworthy brand identity
When teaming up with Allie to upgrade her brand, our main goal was to give it a more professional and polished look. We dove into visual storytelling, using design to narrate Allie's journey and values effectively. Alongside this, we fine-tuned the website's flow, making it user-friendly for effortless service bookings. We also created a set of social media templates that let Allie quickly create the content she wants to share on socials while making sure she’s staying on-brand. This comprehensive makeover didn't just spruce up her brand's appearance; it equipped Allie to take her business to new heights, strengthening her connection with customers and laying a strong foundation for future success. Here's to all the wins that lie ahead! 🥂
CLIENT REFLECTION→
““When I connected with Zuza online, her expertise immediately stood out to me. I was nervous to rebrand and also eager to get it done, and she made the process so smooth. She is organized, brilliant, and friendly. I truly enjoyed the rebranding process with Zuza and I will continue to rely on her expertise for design days in the future.” ”