Chelsea E. Carlson
Visual designer. Data illustrator. Brand builder.
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Butterlust

Butterlust

A scrumptious redesign of the popular baking blog.

skills: LOGO + branding, UI, UX, COpywriting 

 Co-conspirator: Kate MacDonnell (coding, copywriting)

 
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the project

A baking blog superstar (hey, her Pinterest alone gets almost 1M hits per month) had outgrown her own branding and needed fresh frosting. One of her big goals was to put the emphasis on the photographs. 

  Before.  Smaller photos, distracting background, too much going on. 

Before. Smaller photos, distracting background, too much going on. 

  Before.  Trendy ribbon, hard to read at many sizes, not distinctive enough. 

Before. Trendy ribbon, hard to read at many sizes, not distinctive enough. 

  Before.  Generic social icons. Fine, but a little hard to see with white on mint.

Before. Generic social icons. Fine, but a little hard to see with white on mint.

  After!  Bright & clean with all the focus on the gorgeous photographs. 

After! Bright & clean with all the focus on the gorgeous photographs. 

 
  After!  Playful, yet grown-up. Plus black & white goes with every color of cupcake, darling. 

After! Playful, yet grown-up. Plus black & white goes with every color of cupcake, darling. 

  After!  Brushy icons. Easy to see at small sizes & perfectly coordinated with the logo.

After! Brushy icons. Easy to see at small sizes & perfectly coordinated with the logo.

 
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colors

Palette-able.

The updated Butterlust color palette is an evolution of original. Recognizable to the long term readers, but subtle enough to leave room for the photographs to shine. 

 
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Social skills.

I also designed a playful matching Facebook cover image featuring my inky illustrations for different sections of the blog. Consistency, consistency, consistency! 

 
404

Hot cross puns.

The copy throughout the site is playful and leavened by humor. 

 
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Signed with a chocolate kiss.

Katie always signs her blog posts "xo Katie". So I made her a proper sign-off. Eat your heart out, Gossip Girl.