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Esley Studio

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18.01.2022 Should you DIY your ebook design (or use a template or hire a pro to design it for you or stress eat a cheesecake because *HELP*?!) Okay, so you’ve written a clever ebook, eguide or digital product. Go you! But, um now what?... How exactly do you turn that Google doc/Word doc/iPhone notes/handwritten notebook into a polished and perfectly presented product that not only entices your dream audience to buy, but is also easy and fun for them to read and enjoy, too? Should you attempt to DIY it yourself? Or should you use a template design? Or should you call in a professional to design your ebook for you? Today on the blog, I’m walking you through the pros, cons and considerations of DIY vs template vs pro ebook design (and how to choose which option is best for you). Grab a slice of that cheesecake and come read it at www.esleystudio.com.au/blog/ (link in profile). See more

17.01.2022 Farewell, 2020! You were great (ly enlightening, educational and a huge pain in the butt, but I love you and truly am grateful for you). ‘Cause it wasn’t all toilet paper panic and lockdowns this year. Here are some of the brighter, lighter and more fun things to come out of 2020 for Esley Studio.... I brought 90 number of amazing projects to life I murdered two plants (accidentally, I swear) I herded one very stubborn bird from an indoor space (mainly the dance hall!) I had more than I want to admit virtual dance teaching bloopers I listened to 57,310 minutes of music on Spotify And now I’m ready to do it all over again in 2021 hopefully with fewer plant murders and no virtual dance teaching. See you then! See more

14.01.2022 I not TOO long ago had a conversation with my client Sarah over email (as I do) and she asked: How’s January going for you?" I replied with I really eased into the work year over January. Sarah replied (knowing I moonlight as a dance teacher) and said You've gotta warm up first so you don't pull a muscle, right?!"... She was right. And it reminded me. My two passions - brand design and dance teaching continually surprise me with how much they have in common. I ALWAYS make my dance students warm up in class before we dive into doing all the cool, show stopping moves. Why? Firstly it prevents injury. And two, it builds and develops strength and flexibility to help them grow and improve as dancers. I can tell you firsthand, if you don’t warm up before you dance, you’re going to be hobbling around and struggling to get off the toilet the next day. So how does this relate to branding? Well if you want to create a show stopping brand that stands the test of time and helps your business grow you’ve gotta do a warm up first (aka build your brand foundations). Cue the Esley Studio brand warm up led by yours truly: (and cue the warm-up music) Establish WHY your business exists. Narrow down exactly WHAT it is you offer. Jot down WHAT you stand for (your values and philosophies) Decide specifically WHO you want to work with. Think about your WOW factor (your unique point of difference). Take the time to decide how you’ll create a great customer experience. Not quite ready for the warm-up? No problem! Simply save this post for later. See more

12.01.2022 Happy day of three desserts! Whoops I mean, happy holidays! Surely, I’m not the only one to swap breakfast, lunch and dinner for dessert, dessert, and dessert on Christmas Day? (Okay, okay, and on Boxing Day, too.)... Don’t judge me! This year I’ve made cheesecake (there’s a sneak a peek in my stories), and my family has made lemon meringue pie, chocolate ripple cake, pavlova, trifle and lemon tart. Which basically means I’ll be rolling myself home tonight. What’s your Christmas looking like? See more

11.01.2022 BRAND REVEAL - Another reveal and showcase of a 2020 brand identity I was lucky to work on. When Ashlea @ashleadesign approached me a few months back to design a modern, luxurious and timeless brand, I knew I needed to channel a blend of Audrey Hepburn and Carrie Bradshaw (Cosmopolitan anyone?). Ashlea Spitz is a design educator for go-getting creatives ready to master the skills currency needed to confidently build their own profitable freelance business.... The goal was to create a brand identity that not only felt luxurious and timeless, but also felt inspiring, laid-back and supportive. I completely customised the logotype by creating angled lines to convey a literal laid-back feel, and to also convey the concept of growth that her students are aspiring to. A colour palette of black, white and neutrals was specifically requested by Ashlea. The black and white tones convey a luxurious and timeless feel. Whilst the neutral and warm tones convey a supportive, passionate and inspiring feel. All of the brand identity elements paired with Ashlea’s oh-so-cool and elegant photography make for a super modern and aspirational brand. Be sure to check out her website www.ashleaspitz.com for a full look at how she has brought all of her brand identity elements together. P.S. There’s also an epic and totally FREE visual guide available to download on her website for creative entrepreneurs starting a business (designed by yours truly). Trust me, it’s epic and incredibly valuable! See more

11.01.2022 Want to know how I transformed a Sydney property stylist's brand from a DIY generic brand to an effortlessly cool, edgy, little bit fun, timeless and unique brand? Read on. Today I'm excited to reveal the new brand identity for @makermadestudios We worked together late last year to transform their brand into this oh so cool brand identity ... With a bit of a twirl here and leap there I ... Created a suite of logos and brand marks by selecting a simple bold font and subtly customising the font to give them a unique and edgy feel. Created a colour palette with classic colours of black and tones of grey (to convey a professional and timeless feel) paired with warm colours (to convey a creative, aspirational, warm and approachable feel). Selected brand fonts that included a mix of a classic serif font paired with a modern sans serif font. Created a fun brand pattern made up of abstract vase shapes (to represent their unique styling flair and creativity) and organic lines (to give a feminine feel and contrast against the masculinity and boldness of the logo). After another little twirl I transferred the new Maker/Made Studios brand identity across to a business card and proposal document design. Maker/Made Studios now have a brand identity that will help their unique styling stand out against their competitors, and the elements needed to consistently apply their new brand identity across all platforms. See more

10.01.2022 If I had one wish, I’m unapologetically spending it on sticky date pudding. You know that old TV ad where a genie appears and gives the girl one wish? And she says, A never-ending supply of Tim Tams? Look, I get it. I do. Tim Tams are delicious.... But if I only had one dessert wish? Yep, it’d be sticky date pudding. This seasonal dessert is waaaay underrated. The melt-in-your mouth treacly caramel paired with a dash of ice-cream? Swooonnn. But now I’m curious: If a genie or Santa gave you one Christmas wish, what would you spend it on? See more

09.01.2022 One thing I wish I knew in the early days of starting my business NICHE! It’s something that’s taken me quite a while to do and refine (even after being told so by a mentor!). Making that shift from I offer everything to everyone to I offer [this specific thing] to [this specific audience] is TOUGH! You feel as though niching down your services and audience will narrow your chances of attracting business. ... But in fact it has the opposite effect! By niching you become known and in demand for that particular service/product or audience. That’s why I encourage all of my brand identity clients to be really specific about what they offer and who their target audience is when completing their design briefs. Thankfully most of my clients are very diligent students who have done the foundational work before they hire me. But if it’s something you’re struggling with, never fear! I have created The Brand Substance guide to help you on your way to narrowing down the who, what and why of your brand. Download your guide for free as part of The Brand Class - which is also free! (link in profile to join). And remember, niching is ever evolving. It’s something I continually review, revise and refine as my business evolves and grows. On a totally different note, a huge thank you to Tamara Cadd Photography - Echuca Photographer for my amazing new brand photos See more

07.01.2022 Alright, so, 2020 has been, erm well, let’s just say it’s been quite a *challenging* year. But I believe every cloud has its silver lining (and every lockdown has its lovely moments). Mine? The highs and highlights of my year were definitely the happy dance makin’ projects I worked on and the incredible clients I collaborated with. Check out my vid for a taste of the brand identities crafted in the studio this year.... And a GIANT thank you to everyone who helped make this year one of my most creative! I am so grateful for you and your support. @ashleadesign @onebighappylife @wildspiritco @simplygoldcoast @revolutionprint @meraki.holistichealth @naidabeaute @modernlovestyleco @makermadestudios @bubblegum_creative @sarahvivienne @drrebeccaray @pinkpaddockstore @thesweetmeadow @lovebyshae @theflowfix @yourheartbreakcoach @suzannesschoolofballet @getrealestateready @erikafitzgerald_ @freshhouseco @cass_cheeseman ( Oh, and another highlight of 2020: I used an at-home pottery kit @getcrockd. I had grand ambitions of giving it boobs, but apparently making it stand up straight was almost beyond my skill level.) P.S. If I missed tagging you my wonderful client, I'm sorry! Blame it on 2020 brain See more

07.01.2022 Professional design at an affordable cost. An oxymoron right? Well ... that totally depends on your perception of affordable. But I'm here to tell you it doesn't have to be an oxymoron. One of my goals for next year is to make professional graphic design more accessible and affordable for those with smaller budgets and those that don't necessarily need fully custom designed visuals. Cue: The Template Shop! ... Yep that's right! I've teamed up with @wildspiritco to create my first set of templates. Eeeek! We're still in the writing and designing phase, and ironing out all of the nitty gritty details, but we can't wait to launch them to you in 2021. This here is a look at the mood board for the fictional brand I designed that is inspiring the design of one of the templates. For now our first set of templates is underway (and all will be revealed in 2021), but I'd love to know ... what type of template would you use for your business? Comment below and let me know. See more

03.01.2022 A few weeks back I led the Esley Studio warm-up - six moves to ensure your brand is purposeful and full of substance before stepping into the spotlight (if you missed it scroll back 4 posts). Step four was about choosing WHO you want to specifically work with. When you really understand your WHO, you can talk, connect and influence your dream customers directly. ... You’re essentially deciding who you want to work with, and then creating a brand tailored to appealing to those people. Clever, huh? But the key is that you’ve got to get specific about exactly who your target audience is. A vague females over 20 isn’t going to cut it here. I know that my target audience are creative women in small business with kind hearts and playful personalities. Their communication style is supportive, kind and fun, and they don’t shy away from the use of a good emoji! They believe in community over competition and are huge supporters of women in business. Living a well balanced life, self-care and family time is important to them. They’re the yoga/pilates/barre movers, Grey’s Anatomy/Bridgerton watchers, tea/coffee/wine/gin sippers who dream of doing what they love everyday, and are willing to take the leap to turn their passion into a profitable business. I know I love working with copywriters, photographers, property stylists, giftware brands, yoga instructors, creative coaches, holistic health coaches, and personal brands, to name a few. I know the dream brands I would love to work with are a ceramic wares brand, interior designer with a modern/Scandinavian/contemporary style, a pilates studio, a funky jewellery brand, niche brand photographer, event stylist and cake maker. The better you know your audience and who you want to work with, the easier it’ll be to figure out how to appeal to them and attract them. See more

02.01.2022 Hurrah - this mac has officially been switched off for the holiday season! My wine glass has been filled up and my out-of-office has been turned on (if you need one of your own, make sure you visit @wildspiritco she is giving away a free auto-responder template for Christmas!) All that’s left to do now is load up on holiday movies and migrate to the kitchen to make my fave seasonal desserts.... When are you switching off for the festive season? P.S. Wondering when I’ll be back? I’ll be wiping the dust off my Mac and returning to create from 18th January 2021. See more