My brand and website design process for Marcella Moohan

Marcella Moohan, a business writer, editor and copywriter who now lives in Spain, approached me a few months ago about a logo as well as a website for her business. At that time she was still living in Dubai and we met up in person and clicked immediately. We have now also partnered up so that I work with her whenever I need a copywriter for my clients websites and she has done most of the copy on my own website as well.  

She really needed to develop a personal brand and the only thing she was knew was that she wanted the logo to be quite minimal and professional. And she wanted to use a serif font as that matches the writer style but was open about anything else. Her personal favorite color was green so I kept that in mind as well. For the website she again wanted it to be minimal and had some ideas ideas about scrolling in mind.

My brand and website design process for Marcella Moohan | MNFL Design

As with all my projects I started off with a research phase to find out more about her industry as well as her style.

Step 1 - Research

I start all my projects with an extensive questionnaire which my clients need to fill in for their brand as well as for their website. In these questionnaires I ask questions about the look and feel of the brand they want to achieve. What their ideal customer is and what the company’s values are. I also ask what the outcome of the website should be, which problems should it solve as well as other websites my clients like and why.

I also ask my clients to collect images on Pinterest that reflect their desired brand. From those images I can see which colors and style my clients are drawn to and if they will fit with the business values.

I worked together with Marcella to find those images and although her personal favorite color was green I could for example immediately see a trend for blues, greys and browns in term of colors when I looked at the images on Pinterest as well as the images she send to me for her website.

Marcella also identified her ideal clients for me: a business, large or small, with a thorny, complicated topic that needs to the put into simple, direct and engaging language which is understood by anyone. - As you can see this was very general, not age, gender or industry specific. So it was clear we had to reflect more Marcella's brand values in the logo and branding. 

Some adjectives that best describe her brand are: professional, authentic, efficient and trustworthy.

Phase 2 - Inspiration

I took her inspiration board on Pinterest to look for similarities, the look and feel of her brand, which colors would fit and any other elements that I could adapt for her brand. From there I created this moodboard:

My brand and website design process with Marcella Moohan | MNFL Design

The colors, blue and brown tones, reflect professionalism, trustworthiness as well as being down to earth.

This mood board ensured that Marcella and I were on the same page and I kept it by my side for my whole design process for the concept phase, for any collateral items and also for the website in order to make sure we had a cohesive look that always reflects the same image.

Phase 3 - Logo concepts

I designed one complete logo concept with some variations for Marcella from which she choose one specific logo. The colors were very clear and we both had basically agreed on them from the moodboard. The concept was classic, minimal, professional and timeless and still kept Marcella’s own personality in there as well. And it appeals to women and men alike.

My brand and website design process for Marcella Moohan | MNFL Design
My brand and website design process for Marcella Moohan | MNFL Design
My brand and website design process for Marcella Moohan | MNFL Design
My brand and website design process for Marcella Moohan | MNFL Design
My brand and website design process for Marcella Moohan | MNFL Design
My brand and website design process for Marcella Moohan | MNFL Design

Marcella really liked the color and font for the first logos and she choose the fourth logo with the pen as her main logo. From there I designed her submark as well as other collateral items.

This is the final main logo in with a blue and white background:

Marcella Moohan Branding Process | MNFL Design
Marcella Moohan Branding Process | Main Logo | MNFL Design

Phase 4 - Brand Style Guide

I took the chosen logo concept to finalize her color palette and the design of the primary and secondary logo as well as her submark.

I also choose a style for her photography to be used on her social media profiles and website, all reflecting the brands image and incorporating her brand colors. I put all this information as well as font recommendations in one guide for Marcella. She can use this in the future for reference when preparing marketing material, presentations, quotations etc in order to keep the consistency in her brand.

Phase 4 - Collateral items

I then designed business cards as well as a letterhead and an option for her LinkedIn profile for her. And you can see the results below.

My brand and website design process with Marcella Moohan | MNFL Design
My brand and website design process for Marcella Moohan | MNFL Design

Phase 5 - Website design

And finally it was time to design her Website on Squarespace.

By determining the logo including variations, the colors, fonts and patterns beforehand it makes the website design process so much easier.

It was so nice to see her logo, color palette, chosen images and her brand really come to life. As Marcella’s business is really about her we wanted to make the website very personal and a little intimate so that the website visitors can really get to know her and book the person Marcella.

The website needed to show all her different work from copywriting to editing and translations of course in a portfolio and it had to show clearly what she has to offer for her clients. As a writer the website also needed to include a blog of course.

My brand and website design process for Marcella Moohan | MNFL Design

 

It was also important for Marcella that she would be able to update her website herself which is so easy with Squarespace and one of the reasons I choose Squarespace for all the websites I design for clients.

We were both very happy with the final result! Click here to have a look at the beautiful result of www.marcellamoohan.com.

I would love to hear your thoughts in the comments section.
And if you have any questions, please do contact me!

Emilia xx


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