New Brand for Astrid Stars

New Brand for Astrid Stars | Lemon and the Sea: New logo, style guide, and graphics for Astrid Stars, lifestyle blog and business.

When Astrid and I first started talking about her dreams for her future business, I could tell that she was full of passion for the women she wanted to reach. Even the words she used to describe her brand: electric, bright, sassy, free spirited, and girly reflected that passion. I loved working on this project with her and I'm looking forward to seeing her business grow.

Mood Board

As I've said many times, a mood board is like the rule book for a brand. It's the first thing I create and the last thing I check before submitting a design. Astrid and I worked together to put together a mood board that she felt really represented the brand she wanted.

Fonts and Colors

Choosing the colors for Astrid was pretty simple are her mood board was finalized. Choosing fonts was a little more tricky: we wanted to make sure that whatever fonts we used would work on Squarespace without having to spend extra. The color palette is full of bright, vibrant colors and a beautiful gold metallic that work together to give Astrid flexibility and fun.

I choose Roboto, a sans serif font that's already available in Squarespace for her website font. Roboto also complements here logo font so that everything is cohesive.


I created a few options for Astrid to choose from for her logo. Typically I take one (or more) and refine them a bit to get exactly what my client wants, but in this case, Astrid fell in love with one of the choices exactly as it was.



This part took a little more tweaking because we wanted to create a pattern that was fun and bright, but also neutral enough to use as a background piece in graphics and collateral items. Astrid chose three patterns out of six individual designs.

Brand Collateral

Once we had all the pieces finalized, I got to work on putting them together for Astrid's collateral pieces. She wanted a blog image template, a newsletter template, and a business card design.

Style Guide

As a final step before handing everything over to Astrid, I put together her Style Guide to make sure that she had everything she needed in one place.

Brand Style Guide-01.jpg

I absolutely loved this project and working with Astrid. She was so clear on her audience that the feeling that she wanted her brand to have, which made it easy for me to translate that into visuals that represented her and the unique way that she wants to work.