We began with a robust understanding of Story Grid’s established market which is made up primarily of women working on their first book aged between 30 and 50 years old. It is important to build a brand that is clean, readable and straightforward in order to effectively reach this group. After studying the history of book design, we found that the first typefaces used for books were traditionally Adobe Garamond, Times New Roman or Georgia. In the final Primary Type-mark, our team incorporated a san serif modern type while intentionally adding subtle elements from the traditional typefaces with an Adobe Garamond Pro as the secondary type. For the icon mark, we settled on the simplified form of a book, with an abstract representation of the Story Grid placed upon it.
Working closely with the Story Grid team, we created a website that beautifully showed off the many resources and subsections of the company. The blog has a robust user platform allowing writers to access information and resources throughout any stage of their career. We also were able to create the framework for their future goals to expand and create an online community and shop.
Along with standard web design, we also created custom iconography and unique page templates for marketing funnels reaching each type of marketing persona.