this is everything else

Brand Identity and Squarespace Update

I first met Sarah Grace Dougherty (SGD) a little over two years ago when she became active in our NYC Delta Gamma Alumnae group and eventually took over my position as vp: communications. Although she’s a PR professional by day, on the side she’s a writer and blogger building out her website This is Everything Else. The blog had been put on the back burner for a bit as her 9-5 career took off, but due to the COVID-19 pandemic SGD has been home with her parents and has the time to begin focusing on her online presence again. So because I am an extremely extra gift-giver, I offered to give her blog a full facelift just in time for her 25th birthday! Starting with the logo and branching out to giving to her Squarespace-hosted site a makeover, the new brand needed to fully express who SGD is and what she writes about: being a young woman in the middle of a constantly changing world.

getting started

After providing three different mood board options exploring different sides of her, we honed in on one that felt the most true to Sarah now—not who she was or who she wants to be. This set the tone for a slightly vintage-inspired but bold palette and style that leans heavily into pinks and reds accented with a honey gold.

brand adjectives

vivacious • bubbly • warm • supportive • bright

logo and additional assets

The final primary logo uses strong lettering with a slightly retro flair. Set in all caps to make a bold statement about who Sarah is and representing her strong voice, it also utilizes some quirky glyphs to keep the logo feeling fun and fresh. To prevent it from veering too into the girly category, it is primarily in the pinkish red we’ve named “cherry bomb” but the drop shadow in “peppy” helps it retain some of its femininity.

website updates