Designing a Digital Identity for Shag Interior

When working with Sophie, for Shag Interior, Starbots set out to create a digital experience that reflected her personality and approach to design. Inspired by the layered nature of her interiors and the visual energy of 1970s rock culture, the result balances creativity with simplicity and ease of use.

A Brand That Feels Like Sophie

From the start, the goal was to create a brand and website that felt unmistakably Sophie. While her previous site showcased her work, it didn’t fully reflect the personability, creativity and individuality that define both her interiors and the experience of working with her. The new identity was designed to stand apart from the more neutral, minimal aesthetic often seen in the industry.

Discovering Creative Direction

To understand the brand, we started with a workshop focused on understanding Sophie as a person as well as her visual style. We had conversations around rock music, vintage gig posters, 1970s interiors and maximalist styling. All of these discussions helped to shape the overall direction of the brand and website, full of expression and personality.

Breaking Away from Traditional Interior Design Branding

The identity of Shag Interior moved away from what is often seen in interior design branding. Rather than relying on muted colours, strict grid systems and minimal layouts, the new website reflected layered imagery, oversized typography, texture and overlapping elements to reflect the way Sophie approached interiors herself.

A Colour Palette Rooted in 1970s Culture

The colour palette plays a big role in the brand’s personality. Inspired by 1970s interiors and rock culture, it combines earthy browns, burnt oranges, deep greens and warm gold tones to create a rich, nostalgic feel across the website. The bolder colours help reflect the expressive personal nature of Sophie’s work without feeling overly themed.

Typography with Two Distinct Voices

Typography played two key roles in the project. The logo is inspired by vintage gig posters, using stretches and distorted letterforms to create a bold, dramatic feel. Its arched shape was designed to integrate the ‘Interior’ text into the logo, drawing from the wide, space-filling typography often seen in 1970s design.

Website Layout Inspired by Editorial Design

Across the wider website, the typography is much simpler. A clean sans-serif typeface provides clarity and consistency, while oversized headlines add impact and help balance the site’s more expressive visuals.

When creating the website layout, we moved away from traditional web design. Instead, focusing on overlapping text, layered moodboards and irregular layouts to create the feeling of magazine collage and Sophie’s own creative process.

Usability remained a key consideration throughout the project, with clear navigation, calls to action and page structure ensuring the website feels easy to explore. Finding the right balance between expression and usability was a major focus. While the homepage embraces a more energetic visual style, the project pages are more restrained giving the imagery and content space to breathe.

Texture as a Design Language

Textures and visual references such as leopard print, distressed finishes and vintage inspired details help reinforce Shag Interior’s personality. Rather than being purely decorative, these elements draw on rock culture and individuality, reflecting a brand built around confidence and character.

Interaction design became another way to extend the brand experience. Working closely with our Digital Systems Engineer, Adam, we introduced subtle easter eggs like hidden imagery, gentle logo motion and small interactive moments that invite curiosity. These details add individuality without disrupting the user experience.

The Final Outcome

The project moved beyond a standard portfolio site and became something that feels unmistakably like Sophie. The final result reflects the same principles seen in her interiors: layering, contrast, identity, surprise, and controlled chaos that still feels intentional.

Measure what matters

Meaningful impact comes from alignment, not volume. When social media activity is guided by clear intent, it becomes more effective, focused and more valuable to your business.

If you want to make your brand bolder and aligned with your business goals, get in touch with our marketing team on 01782 618324 / info@starbots-creative.co.uk or take a look at our brand services here.