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Sugar & Style
I created a full brand identity for Sugar & Style, a one-of-a-kind brand owned by Detroit influencer Maddie Doman. She's a London-trained personal stylist and pastry chef who blends baking and fashion into a seamless lifestyle experience. From the ground up, I crafted her brand that reflects Maddie's unique signature style of chic pastels, patterns, and elevated aesthetics with a touch of sweetness! In addition to a visual system, I led the creative direction of her social media from bio creations and scroll-stopping content tailored to both fashion lovers and baking enthusiasts! In addition to art direction, I designed the Sugar & Style website as well as printed marketing materials ensuring a cohesive, high-end look across all platforms.
Creative Director : Maegan Williamson
Content Capture: Influence.it Co.
Agency: Maegan Creative LLC
BRAND IDENTITY
SOCIAL CREATIVE DIRECTION
After crafting the look and feel of Sugar & Style, I created a creative vision to be carried across social media. To start, we created a bio for both Instagram and TikTok that starts with an attention-grabbing line that nods back to Maddie's goals as a stylist and baker. Then we brought in the identifier, aka what her brand offers, and where it's located, and how to get in touch! In addition to this, we created some social-first language for captions and social-first supers that still adhered to brand guidelines but were not too polished for social media. The overall feel of her grid should major in pastel colors, including graphics and photography. We designed highlight covers and tailored graphics for styling and recipe cards as well.
Creative Director/Senior AD: Maegan Williamson
Senior Copywriter: Brady Fredricksen
Photography: Kori Cicchini at Influence.it
WEBSITE DESIGN
I designed the Sugar & Style website layout as a seamless extension of the brand identity that I created, one that captures Maddie's unique blend of fashion styling and curating pastries. From the color palette to the typography, every detail was curated to reflect her as a personal brand and the duality of her offerings; chic, elevated aesthetics with a touch of sweetness!
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