AElise Designs

Designing independence and peace of mind

OVERVIEW

Amber Bullock of AElise Designs is an award-winning interior designer in the Washington DC region who specializes in beautiful, customized kitchen and bathroom remodels. Her primary target market is people over the age of 50 who want to make their space more suited to their current or future life situation. We worked with her to design and build a professional website that showcases her work and promotes her unique services.

STORY AND CONTENT

AElise Designs had a web page that was hastily put up when Amber won a prestigious design award and was featured in Home & Design magazine. After a year of trying to make her site work, she contacted us.

She needed content writing using the appropriate industry keywords, a versatile logo, and finally, a professional website that would convey her accreditations, services, and current and past projects to her potential clientele. It also needed to be on an easy-to-manage platform because Amber didn’t want to feel angst when she needed to update her site.

We started out writing the website content for her target market of people over 50 who are looking to redesign their bathroom or kitchen for immediate accessibility needs or future-proofing their spaces to avoid being forced to move to assisted living or nursing facilities.

We designed a custom logo, brand colors, and typography that aligns perfectly with her design style and creates the foundational visual consistencies.

We created her content to validate her experience as an accomplished designer in her field, and through the use of repeated CTAs (calls to action), we entice her website visitors to contact Amber for a consultation. We edited existing photography and set up a project portfolio so she could easily add more content and visuals.

AElise Designs finally has a website that truly reflects her seasoned interior design skills and her gorgeous portfolio of projects and addresses the problems her target market has.

COLOR PALETTE & TYPOGRAPHY

For AElise Designs, we chose an indigo blue, rich turquoise, light pearl, and slate gray. Indigo is associated with depth, expertise, elegance, and stability. Turquoise communicates joy, creativity, and compassion. The light pearl is a subtle neutral with a touch of warmth. Slate gray is a timeless color that communicates sophistication and quietude. This color palette is refined and compliments the sophisticated textures, materials, and palettes Amber uses in her interiors.

We chose Lato, a sans serif typeface designed specifically to be read on the web—perfect for designers. We used it for large headlines and body copy. We also use Magneta, a serif typeface with a lot of varied weights and very readable italicized used for subheaders and testimonials. This combination creates a nice balance between modernity and tradition.

LOGO DESIGN

The thinking behind AElise Designs logo was to create a singular mark that she could use as a signature on plans, as a subtle, repeatable background pattern, and to watermark her custom photography, all of which is taken by her professional photographer husband Jerry Bullock.

The A stands for Amber and the E for Elise-which is not only Amber’s middle name but an hommage to Amber’s aunt, who was very dear to her.

We used a serif face to convey elegance and sophistication-two things that Amber and her design solutions have in spades. Small caps are used so people understand her name is pronounced “Ay Ee lise.”

The turquoise AE monogram is at once modern with a beautiful, optimistic turquoise and traditional in that it’s reminiscent of wax seals used back in the day. Combined with the sans serif tagline, these elements create a versatile logo mark with different size variations for social media and print collateral use.