BRAND identity | WEB DESIGNbrand identity squarespAce website refresh for designer: collingwood-norris
The brief
Flora approached me initially through a logo competition as she was looking to celebrate 10 years in business.
What quickly became clear through our conversations was that the business didn’t just need a logo.
It needed a complete brand refresh and Squarespace website redesign that reflected the depth, creativity and loyal community Flora had built over the last decade.
The existing brand lacked consistency and flexibility, while the website was still running on the older Squarespace 7.0 platform, limiting both design freedom and ecommerce functionality.
The problem
Like many long-established creative businesses, the brand had evolved organically over time.
there was no adaptable logo suite for different applications
the existing font system relied on a typeface that was being discontinued
the website structure and ecommerce experience were restricted by Squarespace 7.0
For a business built around craftsmanship, sustainability and community, the overall brand experience no longer reflected the quality of the products or the personality behind the business.
the solution + outcome
This became a full brand refresh and Squarespace website design project, focused on creating a scalable identity system while retaining the warmth and character Flora’s audience already loved.
A flexible logo suite
A full set of adaptable logo variations and submarks designed to work seamlessly across packaging, social media, product labels and the website.
A future-proof typography system
A carefully considered font pairing to replace the outgoing typeface while maintaining the contemporary feel of the brand.
A refined visual identity
Colour, typography and graphic details were brought together into a cohesive system that felt recognisable, creative and aligned with Flora’s work.
why this matters
A brand refresh isn’t about changing everything for the sake of it.
It’s about creating a system that allows a business to evolve while staying true to what people already love about it.
For creative product-based businesses especially, your:
branding
packaging
and website experience
all shape how customers perceive the value of what you create.
When those touchpoints work together consistently, they strengthen trust, recognition and long-term loyalty.
“Amy is a joy to work with. She created a really beautiful logo suite and a new-look website for my business which I absolutely love! She really listened to me, communicated very clearly, and created a thoughtful design which reflects key elements of my business. She has taken on board all me feedback, and I've felt really supported and excited during the transition process of the new website. I highly recommend Elliot+ Miskelly!”
— Flora collingwood-norris