How do you create a brand and website that feel unmistakably personal?

Shag Interior

Branding, Web Design, Web Development

Background

Shag Interior was founded by local Interior Designer, Sophie, who specialises in maximalist design inspired by 70’s culture and rock & roll influences. Sophie partners with hospitality venues, retail brands and ambitious businesses who want to stand out from their competitors through interiors that capture attention and leave a lasting impression.

The aim

As a one-woman-band, the Shag Interior brand should encapsulate the personality and style of its founder. So, Sophie partnered with us to create a bold, design-led logo and website that felt unmistakably hers. From the beginning, this was about creating a digital experience that stands apart.

Moodboard style gallery with accents of leopards and lightning over a cream background

Creating the logo

Following a workshop with Sophie to get to know the brand inside out, our designers took on the ultimate creative challenge to create a new logo for Shag Interior.

The chosen logo and visual direction draw inspiration from Sophie’s – 1970s interiors and rock and roll culture. They lean into expressive typography and a rich, earthy colour palette that brings depth and character. The brand was designed to feel confident and full of personality, taking cues from iconic band posters. The logo strikes a balance between influence and originality, giving the brand a strong and recognisable presence.

This approach reflects the thinking behind Sophie’s interiors. Just as her moodboards tell a story, the brand creates an immediate sense of identity and intention.

Designing the website

The website design deliberately moves away from convention in order to introduce a more fluid and editorial approach that mirrors Sophie’s creative process.

The homepage is designed to feel curated, almost like a living moodboard, allowing visitors to explore the brand visually as well as functionally. Projects are presented in a less predictable way, swapping uniform grids for layouts that feel more organic and considered.

Throughout the website, layered textures, bold compositions and small moments of personality help bring the brand to life. These intentional details create a sense of discovery and make the experience feel more engaging, while still considering easy use and navigation.

Check out the website here!

Building the website

Translating such an expressive design into a fully responsive build required careful planning and attention to detail. Elements that feel balanced on a large screen can quickly become awkward on smaller devices, so maintaining that sense of visual harmony across different screen sizes was a key focus.

The projects grid is a defining feature of the site. It behaves more like a creative moodboard than a traditional gallery, using a dynamic mosaic layout that shifts while still maintaining balance and alignment. Behind the scenes, this required considered logic to ensure the layout always feels intentional rather than random.

Smaller, more playful touches are also built into the experience. Subtle interactive elements and hidden details add an extra layer of personality for those who notice them, reinforcing the idea that this is not a standard portfolio site, but something more expressive and exploratory.

The results is a confident, design-led platform that captures Sophie’s work, approach and personality in a way that feels boldly authentic.

View the website here!

Testimonial

“Absolutely loving the website! It all feels very me and I think you're capturing what Shag Interior is all about really well!”

Sophie Newlands,
Owner, Shag Interior

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