Web Design

Brand Feature

Inkdrop Lit


Alright, it’s time to start sharing more of my branding work with you guys. This project is one I hold near and dear to my heart for a myriad of reasons. I mean, where do I begin?!

For starters, I’ll tell you that Sarah Welch is an absolute gem of a human being, and when she reached out to me to help with a full rebrand for her business late last year, I was thrilled. Sarah had been working full time for a couple of years as a freelance writer, editor, and coach when she decided it was time to level up. She had the name picked out, all she needed was the brand to come to life! 

Here’s what we created: 

  • full brand strategy
  • brand new logo design
  • brand new Squarespace website
  • a full branding photography session
  • new business card design

I’ll add that while, yes, I own my own WordPress site, we went with Squarespace because I never push my clients to do anything they are not comfortable with. Squarespace is what she was already using before, so it was an easy transition to build a new site within the same host/builder. Why not I host it? For one, I’m not a coder. There, I said it. I’m not. My specialty lies in design. For another, I believe it’s crucial for us solopreneurs to be able to have control over our sites and be hands-on whenever we need to. I know that’s what I want for myself, and I know that’s how my clients feel too.


Creative Process

Those pictures are cute, huh? Well, I often hear people asking what makes branding photography so different. Let me tell you, it’s pretty simple and can be summed up in a single word: s t r a t e g y.


When Sarah and I began working on this project, I had one goal in mind: to fully understand every aspect of the Inkdrop Lit brand. I wanted to get to know what Sarah’s drive was to build it, the way she interacted with her clients, what they had to say about her (obvi, nothing but the best), and her goals for its future. Why? Because I wanted to create a visual story that could communicate all the glory of Inkdrop Lit to her ideal clients.

Color Scheme

One of the first things we think of when we think of branding is color. The decision regarding what colors will represent the brand is a big one and requires a full investment from both the artist and the client. Sarah’s aesthetic is professional, classic, and whimsical. We easily found the range to suit this mood, as a lot of it was already in her office and wardrobe.


My vision for the shoot is always to, first and foremost, be genuine. Sarah often works from home or at a coffee shop. Her adorable office was the perfect place for us to begin our session, and even better, came with guest appearances from her furry assistant, Barney. From there, I looked for different poses that could showcase Sarah’s warm, friendly, and professional approach to her business. Having Barney in some of the shots helped us find even more natural expressions and poses.

The logo

When we were planning Sarah’s photoshoot, I knew we needed to incorporate my vintage typewriter. So when it came time to brainstorm the logo design, the vision came almost immediately. Using typewriter font, and playing with the circle placement, I wanted something that could be both playful, clean, and reminiscent of that classic vibe a typewriter can bring. We played with different variations of the color scheme, until we landed on this design and we both fell in love with it.


When we sat down for coffee to first discuss this project, it was so easy for Sarah and I to connect. As a passionate writer myself (as some of you know, literature is near and dear to my corazón), it was clear from the start that we had a lot in common, and our visions quickly aligned. There was a mutual respect for each others’ work.


Throughout the two month duration of the entire project, we kept in steady communication via e-mail and a few scheduled in-person strategy sessions to stay on track.

A Foundation For the Future

Because I understand what it is like to run your own business about which I am incredibly passionate and proud of, I wanted Sarah to feel in control of her business every step of the way. I wanted her to feel confident moving forward when I was finished and she was ready to launch, so when I was done building her Squarespace site, we made sure to go over any major features she would be needing to update regularly and that I could walk her through the how-tos and logistics before we were done. This ensured that Sarah could always be in control of her site, and not have to rely on me for any small add-ons or changes.

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So there you have it, folks! If you’re looking for any help regarding your writing or publishing needs, please reach out to Sarah and go see the website for yourself here. Learn more about all the magic she creates, and in particular, the magic she is creating right now with her new bookAustin Brown Dogs: The Shelter Dogs Who Rescue Us! If you do, you might even find a short story in there about a dog named Scarlett… 😉
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