The studio got quite warm and stuffy after a while, which made shooting in formalwear quite uncomfortable meaning less time in front of the camera

I didn't get as many headshots as planned but captured a good amount of faceless and website content

Self-shooting meant a lot of time went into adjusting props, lighting, and angles which was useful but took up a lot of time

For next time, I'll book the ground floor studio with better airflow and bring in a fan / open the door

Taking spare clothes was helpful - I'll do this again for future shoots

I overpacked but felt prepared, next time I'll be more selective for easier travel

Hackney shoot will be easier, it's got natural lighting, styling that suits my brand and professional lighting that I can use there

Overall, the test shot was useful for prepping and trialling my brand visuals in a real setting

I managed to get clip 3, clip 5 at Modern Studios

The remaining clips aside from clip 4 and clip 6 are B-Roll which I'm reshooting on Monday 12th May at Home

Everything else is editing overlays on top of the video clips, which I can't do until I have shot the remaining videos

I completed my B-Roll shoot, even though it didn't go fully to plan due to personal interruptions

I adapted well and still got a good mix of useable content that suits my new brand

The clips aren't trend based so they can be reused and repurposed in the long term, saving time in my creative process

I'll batch more content between the deadline and launch to build up my reusable content bank

I'm reshooting my headshots in the uni studio with Jenny, who's helping with posing and some styling to save time

This setup will be quicker than self-shooting and ensure the visuals are cleaner and more professional

I'll document the process with BTS shots, setup photos, props, makeup, and styling preparations

Final headshot content will be added to my Google Drive and linked on my Padlet

Sustainable brands

• Clients and audiences are becoming more eco-conscious

• Low waste processes, ethical printing, digital sustainability

• Aesop and Patagonia are strong eco brands that build loyal communities through sustainability

There is a clear shift in branding from being polished and perfect to being more authentic and intentional

My brand will respond to this by:

• showing behind the scenes, and real content creation

• blending founder presence with professional strategy

• designing for sustainability and emotional resonance

I've chosen to work in motion design, strategic storytelling and custom branding to stay head of visual and service-based trends

I will draw from Grace Beverley's transparency, Odd Muse's boldness and Aesop's clarity for inspiration

These trends have helped to identify my brand's pillars: trust, strategy, personality, and sustainability

Rebrand aldstudiosuk to Amylousocials to build more of an authentic connection with my audience. It didn't make sense to keep going as a faceless brand, and it's probably not sustainable for growth in the long run

The rebrand needs to be modernised, be strategic and intentional, and feel elevated from previous versions, but still approachable and accessible

Focusing on content creation and social media marketing services, and visual direction instead of scattered / services that are a bit all over the place

Show more of myself and what goes on behind the brand, as not many people in my industry currently show this, and it's a good opportunity to educate and be authentic

Position myself as a creative strategist, not just a designer

The rebrand needs to be future-proof, and remain flexible to grow with the industry / my growth

Target clients that are value-driven and bold in their decisions. These individuals will value strategy and creativity

Prepare a full brand package/services ready for the launch/degree exhibition this summer

Audience: Small business owners that are based in the UK, offering both products and services

Pain points: no time, not sure how to market themselves, inconsistent branding

Desires: Social Media, Content creation, strategy support

Visual identity alone isn't enough, they want long-term results

Pricing is a barrier for some, but clear value will make them invest

Payment plans and proof of results builds trust

Support, not just one-off design, is a gap in the market

friendly but confident

expert level but not patronising

strategic with personality

clear, actionable and approachable

professional and trustworthy, creative spark

Shift to a personal brand

Focus on services that align with what my audience needs - social media, content creation, strategy

Build an approachable but strategic brand that balances professionalism with personality

Offer flexible, supportive packages that build long-term client relationships

Grow visibility across Instagram, LinkedIn, TikTok through intentional content

Drive traffic to the website and convert through the booking form and service enquiries

Position the brand for future scalability (digital products, consulting, memberships)

Friendly, confident, supportive

Clear and straightforward, no jargon

Strategic but human, an approachable expert

Slightly playful at times to match personal tone, always professional

Inspiring and motivating to help clients feel seen and supported

Personal, founder-led brand rooted in creative strategy and modern execution

Sits between a freelance creative and a full agency - flexible and collaborative

Custom design, no templates, strategy first with every element

Prioritises eco-conscious and ethical practices for brand alignment and transparency

Target early-stage founders and small businesses wanting elevated support without the agency cost

The Beauty / Wellness founder - Values aesthetics, wants consistent social presence, no time to DIY

The Interior / Lifestyle expert - needs premium visuals and strategy to match creative services

Pet / Product Business Owner - wants playful but professional design and support with content

Clarifying my goals helped me to align my rebrand with the things that I want to offer

Setting out my tone of voice made sure everything feels consistent, human and strategic

My brand positioning reflects the shift into a persona, founder-led approach

Building client personas gave more direction for my messaging and services

Differentiation section helped me to identify what makes Amylousocials stand out - being strategy-led, personal and adaptable.

This section has shaped the tone and the base layer of my visual identity and content strategy.

Clients work directly with me, not through layers of a team

I don't just design, I help businesses grow

Custom, non-template visuals made specifically for each client

Branding, content, website and socials all in one place

Supports sustainable practices with low-waste branding options

Positioned for future growth with add-ons like motion design, consulting and digital resources

Getting real insights from my ideal clients helped to solidify that shifting to a personal brand is the right move

I found out that most people are overwhelmed with content creation and want support that goes beyond just branding visuals. They want someone who can help strategise, stay consistent, and grow their brand

This backs up my decision to focus on content and social media management with my rebrand and services

Showing proof of results, using testimonials, and being transparent about pricing are all vital for building trust with value-conscious clients

The insights from my survey will shape how I create and promote my services

Modern

Strategic

Authentic

Creative

Founder-Led

Elevated

Trustworthy

Intentional

The brand identity now visually reflects the shift to a founder-led, service-based creative brand

Each asset is built to be flexible across digital and print, with strong alignment to audience expectations and industry standards

The blush and burgundy palette balances boldness with warmth, perfect for attracting value-driven, design-conscious clients

Logo refinements and colour psychology were driven by clarity and consistency, aiming for elegance but still being accessible

Final images and mockups will enhance this section, making the guidelines feel more grounded and realistic

I made the navigation simple to help people find what they need faster, without being overwhelmed

Each page now has clear call to actions (CTA) to guide the user journey and improve site engagement

clean layouts and more spacing for easy reading

fully responsive site across devices, checked key pages on mobile and desktop

testimonials and press features to show social proof without needing extra clicks

visuals and copy are balanced, still looks professional without distracting from the messaging

My goal was to create content that feels human and helpful, instead of just making sales.

Instagram

• portfolio, content tips, BTS, founder-focused advice

• 3-4 posts per week

LinkedIn

• thought leadership, client wins, branding strategy

• 2 posts per week

Threads

• unfiltered takes on marketing, content and creative life

• 3-5 posts per week

Facebook

• repurposed posts, testimonials and service updates

• 1-2 posts per week

TikTok

• bts, content creation tips and real founder moments

• 2-3x per week

I made a clear and consistent social strategy for each platform and made sure I outlined how I am planning to use them

The focus is on repurposing content across all platforms to save time, and make sure content is aligned

My calendar includes realistic posting goals and a combination of different content types to help with growth, engagement and brand building

I thought about how the brand tone of voice and posting frequency needs to change pre-launch vs post-launch, and have included this in the schedule so I'm posting more in the lead up, and trickling down to my regular 3 x per week after the launch.

I'll be adding branded testimonial graphics on Wednesday 14th may to build social proof before launch

My planning is focused on balancing quality with what I can realistically keep up with after the hand in

Brighten images during editing

Create a LinkedIn banner using strong lifestyle shots

Use photos across website - background images, logo page, placeholders, hero sections

Edit out imperfections (e.g thread in heel, bruises, stains on props/furniture)

Update the moving banner text on the website

Reshoot or replace the 'chair with magazine' shot - needs to feel more fun and engaged

Take closer, active shots - smiling, interacting, looking at the camera

Use the 'smiling on phone' photo on the front page and LinkedIn

Prioritise movement/laughter / friendly expressions - avoid covering your face

Include shots with the camera in hand and black and white portraits of you laughing

Avoid slouched / disengaged posture - aim for confident, relaxed energy

Bring a blazer, jeans, a film camera for a prop, glasses, a heated roller brush, and makeup for Thursday's reshoot, book the studio for an hour/ 2, maybe?

Add friendly headshots with glasses and styled hair

Consider animated or expressive shots to add personality

These updates won't take long - focus on variety and approachability

I've reshot what I could in the studio to fill in the visual gaps on the website - whilst it's not perfect, the photos are usable and will serve their purpose for the time being as it's better to not have any at all

This mini shoot was more about plugging visual gaps rather than the main pictures, so I've prioritised speed and purpose

The final headshots will still need improvement, so I'm planning to redo them on Tuesday with Jenny's direction.

Over this weekend I'll get the remaining B-Roll and lifestyle photos at home for social media use and final content fillers

It's been a time crunch, but now I'm in the final stretch - the aim is to get everything edited, laid out, and finalised by Thursday 15th May so I can have a final 1-1 to make sure everything is good to go and submit by 4pm

I'll check in with Dave to get final Wix feedback on Monday so I can make final tweaks to the site and its device design.

It's definitely going to be a scramble, but I'm determined to pull it together in time and make this project something I'm really proud of

Aldstudiosuk feels too detached from who I am now as a creative, and it doesn't reflect my current direction

Shift focus to content creation, social media and storytelling - not just branding

Modern, strategic, approachable. less cold and overly corporate.

Founder-led brand to build stronger, real connections

Rebrand now for longevity / future-proof, evolves with me

Visual identity is clean, elevated, professional, intentional, and clear messaging

Show more of my personality within the brand

research 

(10-14 April) Audience analysis / creating the concept 

(15 - 21 April) design development

(22 - 26 April) website

(27 April - 1 May) social media content + preparation

1st May - Headshot shoot @ uni

(2-5 May) portfolio

6th May - Content shoot @ Modern Studios Hackney

(7-10 May) write up Padlet analysis, edit photos, update pictures and visual assets to placeholders on website, socials etc. final evaluation/reflection

15th May DEADLINE

clients work 1-1 with me

not a template business, all designs are made from scratch and tailored to the client and their business goals

expand into animated logos, engaging social assets, interactive design elements

share branding insights, design tips, growth strategies to educate and build trust

expand services to scale: consulting, digital products, premium strategy services

The market is saturated with 'Instagram-friendly' creators, and many of those lack the strategy to go deeper than just aesthetics and making your page look good

Most competitors focus on either content OR design - I offer both under one brand

There's an opportunity to stand out with a founder-first brand that delivers design, strategy and content in one service

By comparing different visuals and tone styles, I can now lean into a cleaner and elevated brand image

This has helped to shape my positioning: strategy-first, founder-led, future-proof design and content

I planned backwards from my launch date to keep everything on track

I set 30th May as my launch date to build structure and momentum

I added time for teasing content, engaging and scheduling posts

Giving myself a 10-day window after the launch to monitor visibility and reach

Created a task list for each platform and changes needed to have a smooth rollout and stay organised on launch day

Used a Google Calendar to manage content visually

Treated the launch like a mini campaign as opposed to just one post

I left space in between to be creative, balance my deadline and work in real-time

I also planned for what happens after launch day to keep the brand growing

I wasn't overly strict with deadlines for each stage early on, which made the project more flexible but harder to track at times

A few unexpected personal and health issues meant I had to take time off and pause the project for a week or two - I set things back slightly, but gave myself some breathing room

I also underestimated how much content I'd need to shoot, especially for building a strong portfolio and having visuals for my site, socials and mockups

I'm really glad I left a contingency week near the end. I needed it to catch up, reshoot, and finalise things without panicking

Reorganising my Padlet helped a lot to clear out the clutter and keep only the relevant and high-quality things that help show the process during this project

Some delays with studio bookings and location changes meant a few shoots didn't go as planned, but I adapted quickly and reshot what I needed either at home or in uni.

Overall, time management in this project was a lot better, and I made the most of the weeks leading up to the final deadline. It's not perfect by any means, but it was flexible and productive.

clean, elevated visuals

strong brand values

minimalist storytelling and sustainability

cohesive tone and design for consistency that feels high quality, and elevates the brand past the mainstream mass market level

emotion-powered branding

gradients, textures, soft and muted tones

design with purpose

visually soft but bold

these trends match my audience for authenticity, calm confidence, modern aesthetics and cultural connection

I will use minimal and clean layouts, natural colours, and motion design to modernise my brand

TRANSFORMATIVE TEAL - symbolises change, earth-first mindset

WAX PAPER - creamy yellow / off-white. soothing, serene, warm

FRESH PURPLE - royalty, love, mystery, spirituality

COCOA POWDER - nostalgia, art, handmade

GREEN GLOW - unease, enthusiasm, escapism in the everyday

audience drawn to neutral colours - trust and sophistication

bold colours to stay memorable

What do those colours mean beyond surface level?

soft neutrals for calm, premium tones for trust, bold colours for confidence

Warm shades for approachability

Earthy shades for authenticity

muted tones for grounding and relatability

strengths: trendy, relatable content, strong visuals, posts often

weaknesses: more design-led than strategy-led, heavy use of trendy aesthetics

USP - designer lifestyle vlogs, relatable

Style - playful, youthful, slightly chaotic

Tone of voice - informal, friendly, personal

Strengths: Educational content, valuable

Weaknesses: Branding is more content than design-led

USP: Clear focus on Gen Z, tips and motivation

Style: bright, clear, text-based

Tone of voice: empowering, community-focused

Strengths: Clean visuals, consistent style, focus on logos - specialised

Weaknesses: Narrow services

USP: Custom logo designs

Style: Minimalist, neutral

Tone of voice: Polished, calm, design-led

Strengths: Clear niche, strong editing, content and results

Weaknesses: Not founder-led as much

USP: Short-form video editing for personal brands

Style: Dynamic, snappy

Tone of Voice: Confident, shows results

Strengths: Strong aesthetic, multi-service offering

Weaknesses: Generic name, unclear niche, lacks personality

USP: Designed with strategy but lacked brand connection

Style: Modern but safe

Tone of voice: Clean, slightly detached

Name: Sophia

Age: 31

Industry: Beauty and wellness - skin studio owner

Goals: build premium brand presence that reflects her holistic, eco-conscious values and attracts loyal, local clients

Pain points: DIY logo, inconsistent content, struggles with marketing strategy and doesn't have time to learn it all

Why choose me?: I offer clean, intentional branding that tells her story and helps her to stand out, with ongoing social media support

Style / Aesthetic: minimal, warm, earth-toned design with luxe but approachable feel

Name: Aiden

Age: 38

Industry: Interior Design

Goals: Rebrand to look more high-end and aligned with the artistic, modern homes he styles, attract editorial features and collaborations

Pain points: no visual brand consistency across platforms, unsure how to scale their services online

Why choose me?: I understand modern design trends and can craft a cohesive identity that matches their style and ambition

Style / Aesthetic: Editorial inspired, clean layout, refined serif fonts, rich and neutral palette with bold accent details

Name: Maya

Age: 27

Industry: Pet care - runs a small batch, natural dog nutrition brand

Goals: Grows her digital presence, build an authentic brand that feels both trustworthy and cute, eventually sell in boutique retailers

Pain points: lacks design knowledge, branding looks amateur, finds social media exhausting to manage

Why choose me?: I offer a personalised, hands-on service with strategy included - no generic templates, just high-quality results

Style / Aesthetic: soft, pastel tones, playful but clean visuals, lots of character and personality in the design

Playfair - elegant, editorial feel for headings and accents

Chantelle - stylish, personal signature for subheadings and quotes

Montserrat - clean and contemporary for body text and readability

I didn't use the rooftop in the end, as the lifts were broken and carrying my suitcase up 4 more flights of stairs wasn't practical

I set phone reminders, but they didn't alert me with sound, a small oversight on my part, meaning the shoot ended up slower paced than initially expected

Learned not to pressure myself to stick to my schedule on the minute, but having some structure is still important

I got stronger content here than from the test shoot, but self-shooting meant I couldn't tick off everything.

Most of the remaining content is hands/over the shoulder shots, which I can easily shoot at home or in the uni studio next week

Travel was smooth, buses were easy and not crowded, trains were manageable with a suitcase, and using the lifts was

Using accessible exits and I was careful boarding to avoid injury, which was a great decision though I did pull some muscles and woke up sore the next day (which is what happens, and is unfortunately one of the down sides sometimes!)

Delayed getting into the studio as there was no answer via intercom or phone, meaning I lost 15 minutes for setup time. So I had to speed through it

Refused help from residents to let me through the main door as I wanted to avoid any security issues, which was a good call

Studio was hot, AC and fan helped, but didn't fully cool the room. But this was a lot more manageable than the uni studio

Some makeup stains on the furniture (not from me!) limited my ability to shoot BTS style content, but I can recreate those elsewhere

Overall, this helped make great progress, but next time I'll prep more structured reminders, leave buffers for delays and don't rely on venue support to be fully responsive if anything goes wrong.

The photo of me with my phone up to my face is a placeholder, for the time being, until I've reshot headshots with some styling help from Jenny (which I'm quickly reshooting first thing Thursday morning), and then I'll edit and replace accordingly.

For the time being, I might add branded title covers to the services instead, as due to time limits, it's unlikely I'll have time to reshoot these service images...

I'll catch up with Dave on Thursday morning to discuss the line break on the Projects page, and the orphans and widows, as I'm not sure what they are ...

PRODUCT - what I'm selling -> design, content, strategy support

PRICE - affordable but elevated pricing, value for small brands

PLACE - mainly digital delivery -> socials, website, email

PROMOTION - how it is marketed -> social media, LinkedIn, user-generated content

PEOPLE - Myself as the founder + client experience = key part of the brand

PROCESS - the way clients book, onboard and receive their services

PHYSICAL EVIDENCE - Visuals, mockups, feedback, proof of quality and what I can do

What makes people choose me over other creators?

• I provide strategy and visuals in one service; most others don't

• People want results that save time from a brand they trust

My CVP= Strategic design + support + personal service

awareness --> consideration --> conversion --> loyalty

Attention: Hook people with bold questions and visuals

Interest: Make it about them and their pain points

Desire: Show what they can achieve (results, trust)

Action: Tell them clearly what to do next (book, message, follow)

Odd Muse (2023) About the Brand. Available at: https://oddmuse.co.uk (Accessed: 10 January 2025)

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Payne, A., Frow, P. and Eggert, A. (2017) ‘The customer value proposition: evolution, development, and application in marketing’, Journal of the Academy of Marketing Science, 45(4), pp. 467–489. (Accessed: 8 February 2025)

Beverley, G. (2023) Working Hard, Hardly Working: How to Achieve More, Stress Less and Feel Fulfilled. London: Hutchinson Heinemann. (Accessed: 12 February 2025)

Halligan, B. and Shah, D. (2014) Inbound Marketing: Attract, Engage, and Delight Customers Online. Wiley. (Accessed: 12 February 2025)

Pretty Little Marketer (2024) Community-Focused Marketing for Gen Z. Available at: https://www.prettylittlemarketer.com (Accessed: 17 February 2025)

Strong, E.K. (1925) The Psychology of Selling and Advertising. New York: McGraw-Hill. (Accessed: 17 February 2025)

Brown, D. (2022) The Fundamentals of Branding. 2nd ed. London: Bloomsbury Visual Arts. (Accessed: 1 March 2025)

VAK Learning Styles Model (n.d.) Understanding the VAK Model. Available at: https://www.skillsyouneed.com/learn/vak-learning.html (Accessed: 6 March 2025)

Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing. 7th ed. Harlow: Pearson. (Accessed: 5 April 2025)

Patagonia (2023) Our Footprint. Available at: https://www.patagonia.com/our-footprint (Accessed: 15 April 2025)

Smale, A. (2024) Behind the Scenes with Odd Muse. YouTube. Available at: https://www.youtube.com/@oddmuse(Accessed: 24 April 2025)

Keller, K.L. (2013) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. Harlow: Pearson Education. (Accessed: 1 May 2025)

Wix (2024) Wix Help Centre – Editor Tools & Templates. Available at: https://support.wix.com (Accessed: 4 May 2025)

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sand timer

stylus pen for iPad

black Sharpie

black fineliner

sketchbook

magazine

Muji gel pen

black biro

Protects the creator + client by setting clear expectations for both parties, such as:

• deliverables

• timelines

• payment terms

Setting out project details, terms, expectations, etc, on a contract will avoid confusion or conflict

It helps outline what is included and not included in a project to prevent scope creep or any last-minute additions

Builds trust and positions me as a reliable, professional business

If something goes wrong, like non-payment or cancellation, a signed contract gives me legal backing to take action

Clear timelines and roles, and who is responsible for what, and by when

You can add clauses about copyright, usage rights and intellectual property. A lot of the time, I will retain intellectual property and copyright, but the client will be given usage rights if it's for social media content created from scratch by me, the same for photoshoots for photos and videos, I'll retain copyright and IP, but the client will have usage rights to that content

In the long run, it makes working with clients more organised and efficient from the start

It encourages clients to respect my time, revision limits, communication methods and working hours

Most creative professionals use contracts, and it's expected, not optional.

Parties to the agreement - name and contact details of everyone involved in the contract (like freelancer and client)

Scope / Statement of work - description of what will be provided, and what isn't included

Deliverables - Outcomes the freelancer will produce (eg, logo, website, etc.)

Payment terms - total fee, payment schedule, payment method and late fees

Timeline / Schedule - Start date, key deadlines, and delivery dates for each key stage or final product

Revisions and approvals - How many rounds of edits are included, and the process for approving deliverables

Termination clause - conditions under which either party can end the contract, and what happens if they do

Confidentiality / Non-Disclosure Agreement (NDA) - protects any sensitive or private information shared during the project

Intellectual property (IP) Rights - who owns the final work - the freelancer or the client - and how it can be used

Limitation of liability - limits your legal responsibility if things go wrong beyond your control

Indemnity clause - protects each side against losses caused by the other's actions or negligence

Force majeure - what happens if uncontrollable events (like natural disasters) prevent the work from being completed

Dispute resolution - how disagreements will be handled - eg through mediation or court

Signatures and date - legal confirmation that both parties agree to the terms

using Wix Premium plan (per month) to connect my custom domain

paying monthly for Google Workspace branded inbox, which is linked through Wix

Domain www.amylousocials.com upfront for £20 for the year

Total monthly spend for site + email setup: around £25-30 per month

Haven't added bookings or payment options yet - check if they're included in current Wix plan

Important to keep domain and email as they're printed on business cards and will be live on socials from launch

Might revisit cheaper alternatives (like Zoho mail or domain transfer) in the future if needed, but for now, keeping everything on Wix is enough.

I created a full content plan with captions, post types, and visuals mapped out clearly

I've built in variety with Reels, carousels, graphics and text-based posts

I used scheduling tools (Metricool) to stay organised and reduce stress on launch week

The content reflects my brand tone and works across multiple platforms

I still need to plan the face-to-camera video - this will be filmed after the deadline due to time constraints

I'll also upload: mic photo, PDF of content with reel covers, a screenshot of Metricool, and a mockup of my content grid preview

The rest of the posts are to be scheduled, but due to time constraints I will have to do this between deadline and launch.