Liquid Form Design

I’ve been building websites for more than 20 years and I’ve now gone all-in on Squarespace. Squarespace is an incredible DIY platform, which means the interface is easy and intuitive enough for my clients to navigate on their own after I’ve handed off their sites. But the business owners who work with a professional designer have the edge over the DIY-ers. Here’s why: 1️⃣ Squarespace templates can be beautiful, but it’s such a popular platform that the templates are pretty recognizable now. I was looking at therapist websites last year and almost all of them were using similar templates with the same nature imagery. → I don’t use the templates. I always start with a blank page. 2️⃣ A professional designer with experience with code can take the design much further then any DIY-er. I recently launched a website for Anna Cornell Villierme and Ann Cleveland of A2 Media, a senior-level media strategy consultancy. They needed a cool, dynamic site that accurately reflects their innovative and creative approach to media strategy. → Using custom code, I created several different types of animations throughout the site and was able to make everything look great on mobile as well (sometimes this requires code). 3️⃣ Most importantly, while Squarespace offers AI copywriting assistance, there’s no replacement for a human strategic brain in creating strong messaging. → All of my design packages include copywriting because I know that a pretty design won’t have impact without copy that’s written with conversion in mind. Copy is also a great place to infuse some personality into a site. (And I pride myself on my website headlines, which are always fun to write) Have you tried building a site yourself in Squarespace? What was your experience? P.S. If you’re serious about building a premium brand that attracts high-paying clients who value your expertise, shoot me a DM and we’ll talk about how a custom Squarespace site can help you get there.

Let's talk about traditional proposals. They're basically just guesses, right? No wonder so many design projects go off the rails (and don't even get me started on remodeling projects!). I don't play the guessing game anymore. I've ditched traditional proposals for something way better—my Branding Roadmap. So what's this Roadmap all about? It kicks off with a 90-minute deep-dive interview. We get crystal clear on who you are, who you want to work with, and what you're aiming to achieve. Trust me, this clarity is gold. This process ensures that you and I are both crystal clear on our goals and strategy before I recommend a design package and certainly before I start thinking about the visuals. No more shooting in the dark! Then, once I start the Brand Build, the Branding Roadmap keeps us focused on our goals and ensures that the design and copywriting process runs smoothly and efficiently. The Branding Roadmap is also how I’m able to design entire brands and websites in 2-day design intensives. What?!  The Branding Roadmap isn't just about speed, though. It's about getting it right. No more misaligned expectations or projects that miss the mark. What do you think about traditional proposals? Are they still working in your business? ............ Hi 👋 I’m Caitlin! I catapult ambitious female entrepreneurs to the next level in their business with scroll-stopping branding, websites, and messaging. If you’re ready to take control of your service business with a premium brand that commands premium pricing, DM me and ask about my Branding Roadmap. #brandingdesign #webdesign #femaleentrepreneur #womeninbusiness

How much should you pay attention to graphic design trends when you’re working on your branding? Following broad trends might help your branding appeal to your target audience, but you don’t want to be so trendy that it looks dated before you’ve even had a chance to settle into your new brand (cautionary tale in this photo of me from the 1980s). A few questions to ask yourself to ensure brand longevity: 👉 Is the design complementing your messaging and making your message more clear? 👉 Are those extra design flourishes adding to the story you’re telling or are they just a superficial distraction? 👉 Did you make that design decision because it truly serves your goal or just because you liked it aesthetically? Asking those questions will help your branding stand out AND stand the test of time. ............ Hi 👋 I’m Caitlin! I help ambitious female entrepreneurs attract their dream clients with thoughtfully-crafted branding, messaging, and websites. If you’re ready to take control of your service business and increase sales, DM me and ask about my Branding Roadmap. #brandingdesign #branding #webdesign #womenentrepreneurs #femalebusinessowner

“Turn your logo on its head.” Seem elementary? It is. Here’s why it works… Not only does it help you see what’s missing, it allows your eye to see the mark for what it is — a mark. While developing a great logo involves thought, research, and design prowess, there are a few elements that every successful mark should hit 👉🏼 👍🏼 Take AirBNB as an example. Their logo is easy on the eyes. The singular color is warm, upbeat, some might say adventurous. The lowercase sans serif font with rounded corners is clear an approachable. This makes me feel like this platform is going to be easy-to-navigate, a premium but relatable brand that fits into my lifestyle. I remember this mark, I immediately recognize it. 👎🏼 Now look at VRBO. At first glance it’s hard to even read because of the lines (not to mention not that accessible). If I’ve never heard of the brand before there are no recognizable words, so the visual struggle contributes to my lack of understanding of the brand name and service itself. Paired with a multi-colored icon that doesn’t add anything to the word mark. The colors don’t contrast enough to be readable and look dull and muddy on the digital platform. Seems complicated and dated. I’m stuck in a logo mess. TLDR: if VRBO had flipped their logo on its head they might quickly see the lack of readability and confusing elements for what they are — hard-to-read confusing elements. For a brand’s facecard to stand out, it needs to: 1. be impactful (= working design elements) 2. evoke the right feelings (= brand equity) 3. clear to the largest number of people… Get it? Look at your logo. Flip it upside down. What do you see?

Very excited to share my new website with you all, and with it, an invitation to partner.  👉👉 https://lnkd.in/g9_YRBsr I have space for new opportunities and am especially excited about offering participatory & regenerative design through strategic planning, workshops, and public speaking. Please reach out if you see something on the site that speaks to you, and share it with colleagues who might be interested as well. I would love to hear from you and know what ideas you’re excited about bring to life in the new year, and what challenges you’re struggling with. Let’s see what we can do together! Huge thank you to the immensely talented Caitlin Lang at Liquid Form Design for helping me translate my ideas into what you see here, for the beautiful original artwork, for her thoughtful, creative, and powerful approach to website design. Check out her work and give her a call if you need website or branding support! 👉👉 https://lnkd.in/g9_YRBsr #consulting #strategicforesight #strategicplanning #design #participatory #participatorydesign #publicart #placemaking #creativeplacemaking #urbandesign #urbanism #planning #publicspace #inclusivedevelopment #inclusivedevelopment #publicspeaker #publicspeaking #facilitation #womenentrepreneurs #regenerativedesign