LIFE AS A MUSE
·Brand Strategy
·Creative Direction
·Brand Identity
·Squarespace Website
industry: Lifestyle & Membership
the storyFounded by Shay, Life As A Muse began with a personal journey of self-discovery and grew into a larger vision for how women could approach their everyday lives.
Built around the four pillars of Mind, Body, Love, and Style, the brand brings together personal growth, meaningful connection, and the beauty found in everyday experiences.
With plans extending beyond a single offering, the challenge was to bring clarity to an expansive vision. The identity needed to connect the different parts of the business while making the overall experience feel welcoming, recognizable, and easy to understand.
The Creative DirectionInspired by the architectural details of Paris and the understated elegance of traditional editorial design, the visual identity brings together structured typography, warm earthy tones, and personal, expressive details.
A refined serif wordmark forms the foundation of the identity, with subtle customizations introducing movement and character. The accompanying monogram draws inspiration from French wrought-iron balcony railings, creating a distinctive symbol with an architectural quality.
Handwritten accents, tactile textures, and a collection of meaningful illustrations introduce a more intimate side to the brand, balancing its structured foundation with the warmth and personality at the heart of Life As A Muse.
The Brand WorldLife As A Muse was developed as a connected brand world, with Muse House and Kept Company each playing a distinct role within the wider vision.
Muse House brings the philosophy into practice through membership and shared experiences, while Kept Company extends the conversation through its podcast.
Each identity carries the same typographic foundation, with its own supporting marks, illustrations, and color combinations. The result is a flexible visual system that allows each part of the brand to have its own personality while remaining recognizably connected.
The digital experienceThe Life As A Muse website was designed to make an expansive brand world feel approachable and easy to explore.
An editorial layout introduces the brand's philosophy before guiding visitors through its different experiences, from the four core literacies to its membership offerings, journal, and podcast.
Thoughtful navigation and invitation-led calls to action help visitors discover the different ways they can engage with the brand, creating a digital experience that feels as welcoming as the world it represents.
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