The Proper Copy Studio
Brand refresh and website redesign for a copywriter who'd outgrown her DIY setup
How a coffee chat turned into a collaboration that gave Sarah a brand system she actually uses
Brand development, Wix website, Canva brand kit
THE ISSUE
Sarah's business had grown, but her website hadn't kept up:
Colours were clashing and hard to read
Text was crushed together with no breathing room
Nothing was reusable - every update meant rebuilding sections from scratch
Using Poppins for everything (terrible for body copy)
Socials didn't match the website - no cohesive system
She didn't want to spend hours creating content when she could be with her kids
before
after
The Process
Getting to the actual problem
Discovery
What's working and what's not
We talked through what was working, what wasn't, and how she wanted to show up for her clients.
Finding your direction
How should people feel?
We used the Waiting Room Exercise where Sarah described a co-working space - welcoming, collaborative, human. That became our direction.
Moodboards
Seeing it before committing
We built moodboards together so Sarah could see where we were heading before touching the actual design
Strategy
Fixed the foundations
Colours that keep the energy
She loves clashing colours - vibrant pinks, reds, greens. I kept that boldness but made the combinations actually work together, with guides for which text works on which backgrounds.
Typography that lets the copy shine
Moved her off Poppins (fine for headlines, useless for long-form content). Gabarito for headers brings confidence without overwhelming the message. Work Sans for body copy is legible for SEO writing and everyday use. Both work in Wix and Canva so she can use them everywhere.
Icons that reflect her niche
Created icons specific to her copywriting work - editing, research, drafting, SEO, frameworks. Simple, slightly imperfect lines that keep the brand feeling human and approachable, not corporate or generic.
Text graphics that do the talking
Bold background textures with words like "PROPER COPY STUDIO," "BLOG," "SEO," "STRATEGY." They're slightly hard to read (intentionally) but immediately show what she does without relying on stock photos. She uses them as blog headers and social backgrounds.
A brand isn't finished when it looks good. It's finished when the owner can use it without friction.
Implementation
Built systems she can actually use
Reusable Wix sections
Built her a library of sections she can drag and drop - icons with bite-size copy, cards with clear CTAs, properly spaced text blocks. She doesn't have to rebuild anything from scratch. She just picks what she needs and drops it in.
Canva brand kit and social templates
This was crucial. The brand kit gives her everything she needs to show up consistently - pre-made templates, colours and fonts already set up, graphics she can update herself. We worked on principles too, like one idea per slide so people can actually absorb it. No cramming everything into one post.
Redesigned key pages
Homepage, blog listing, and services pages - with space for her copy to breathe. No more walls of text crushing together.
We didn't just hand over files and disappear
Sarah's been managing the site herself since we finished the initial work. She's built new pages using the section library, updated copy on the graphics, tweaked her services. Her socials look polished and professional.
We're still in touch. She messages me when she needs guidance - should she have one services page or separate pages for each service? How much copy should go on carousel slides? I help her make decisions, but she does the actual work.
She's not stuck waiting for me every time she needs to update something, but she's not figuring it out alone either. That's the whole point.
Her brand now matches her reputation, people understand what she does immediately, and she's managing everything herself without the friction.
The Result
Sarah's website finally matches her reputation
Sarah's been using the brand system properly - it's not sitting in a folder gathering dust. She's building pages herself, her socials look brilliant, and the site finally reflects the quality of her work.
Most importantly, updating things doesn't feel like a slog anymore. The system works for her business as it grows.
And we both got what we needed - she got a brand and website that actually works, I got a messaging framework that sounds like me.
deliverables
Brand strategy and positioning
Accessible colour palette with usage guidelines
Typography system (Gabarito + Work Sans)
Hand-drawn icon set
Text graphics for blog headers and social backgrounds
Wix website redesign (homepage, services, blog)
Reusable section library for easy page building
Canva brand kit with social templates
Ongoing design support and guidance
Hey! I'm Eloïse
I work across brand, website and product design for service led businesses and tech teams that are already up and running.
I’ve worked with businesses at many stages. As things grow, the experience often needs tightening so it keeps working for users and teams alike.
I focus on clarity, structure and usability, and I work collaboratively with clients and developers to make design decisions that hold up over time.
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