The Bookish Fox: Whimsical Branding & Website Design for a Book-Loving Copywriter

Sarah Fox—an intuitive, book-loving copywriter and editor—approached me to help reposition her brand, The Bookish Fox, into something more magical, professional, and emotionally resonant. I led the full rebranding effort, including brand strategy, visual identity, and a custom WordPress website.

The challenge was to move away from a DIY aesthetic and elevate the brand into a polished, cohesive experience that felt enchanting yet trustworthy—something that spoke directly to authors and creatives looking for guidance with their books.

Key goals:

• Establish a clear and emotionally engaging brand identity.
• Design a website that showcases Sarah’s personality, services, and expertise.
• Improve site usability and navigation to increase leads and client inquiries.
• Develop a brand system that feels whimsical but mature, trustworthy, and professional.

To get to the heart of what made The Bookish Fox unique, I facilitated brand discovery sessions to understand Sarah’s audience and how they made decisions.

Research activities included:

• Interviews with Sarah to define her voice, goals, and ideal clients.
• Review of past client feedback and testimonials to uncover recurring themes.
• Analysis of other copywriters and editors who work with authors.

Key insights:

• Many potential clients were overwhelmed and wanted a guide—not just a service provider.
• Sarah’s audience craved a brand that felt warm, magical, and creative but still credible.

We developed a brand identity rooted in the themes of transformation, magic, and literary charm—positioning Sarah as both a trusted expert and a warm, welcoming creative partner.

Design solutions included:

• A bold and impactful logo system with storybook-inspired typography.
• A vibrant color palette to differentiate Sarah's brand.
• A custom WordPress website that combined editorial layouts with intuitive navigation.

• The design choices were shaped around the idea of inviting the reader in—mirroring how Sarah’s clients want their readers to feel.
• CTAs and page flows were designed to guide users gently but confidently toward contact or inquiry without overwhelming them.

The design process was collaborative and paced to allow for intentional refinement. We went from strategic brand foundations to visual design and buildout in iterative phases.

Key stages included:

• Moodboard and color exploration to lock in visual direction.
• UX wireframes focused on content hierarchy and storytelling.
• High-fidelity mockups and responsive design prototypes.
• SEO-friendly build on WordPress, including blog migration and content optimization.

Notable iterations:

• Reworking the homepage layout to introduce Sarah and her mission earlier in the journey.
• Fine-tuning typography scale to balance charm with readability.
• Adding soft scroll effects to create a more immersive user experience.

Final Solution

The final design is a cozy, refined digital home that fully embraces The Bookish Fox’s identity. It reflects Sarah’s unique blend of playfulness and professionalism, giving visitors a clear understanding of who she is and how she can help.

Key features:

• A storybook-inspired brand system with literary flourishes and modern elegance.
• Streamlined service pages that clarify offerings and build trust.
• A gentle yet confident conversion path supported by rich testimonials and inviting language.
• Blog structure that supports thought leadership and long-term growth.

• Increased client inquiries: After launch, Sarah experienced a significant bump in quality leads and inquiries from authors who felt “seen” by the brand.
• Boosted authority: The new site reinforced her credibility and helped position her as a go-to expert for creative book clients.
• Stronger brand consistency: From the website to social media and email, the cohesive brand system made content creation and marketing feel easier and more on-brand.

This project reinforced the value of leaning into emotion and identity when building a brand, especially for service providers who rely on connection and trust.