Why Editorial Styling Has Become My Thing
I've been thinking a lot lately about design style and how mine has developed over the years.
If you've looked at my portfolio recently, you've probably noticed there's a definite aesthetic running through everything I create. Clean, calm, space to breathe. It's become what I'm known for, and that makes me really happy!
It's Just What I'm Naturally Drawn To
I've never been someone who likes busy or fussy design. Too many elements fighting for attention, every inch of the page filled with something, graphics and shapes everywhere just because there's space to fill - it makes me feel a bit stressed looking at it.
Give me clean layouts and plenty of breathing room any day. It's just what feels right to me visually, which makes sense that it's what I naturally create for clients without even thinking about it.
Designing What I Actually Enjoy
The brilliant thing about becoming known for a specific style is that I get to design the types of websites I genuinely love making every single day.
There's something really satisfying about stripping away all the unnecessary bits and letting the important stuff shine through properly. Working out the right hierarchy so people's eyes naturally flow through the page in the right order. Creating layouts that feel intentional rather than cluttered.
It never gets boring for me because every business is different, so even though the underlying principles stay the same, each website ends up feeling unique to that client.
The Timeless Thing
One of the reasons I love editorial styling so much is that it doesn't age like other design trends do.
We've all seen websites that look very obviously from a specific era because they're built around whatever was trendy at that exact moment. Those trends come and go pretty quickly, and then you're left with a site that feels dated even though it might only be a couple of years old.
But editorial principles have stayed consistent for decades because they're based on fundamental design concepts rather than whatever's currently popular in the design world. Websites I built three or four years ago still look current now, not like relics from a different design era.
Editorial Isn't Just Black and White
I think there's a misconception that editorial styling means everything has to be black text on white background with no colour anywhere.
That's not actually what makes something editorial. It's about how you use white space and negative space to create that airy, uncluttered feeling. You can absolutely have colour and personality and warmth while still maintaining those clean editorial principles.
Some of my favourite websites I've created have vibrant colour palettes but still feel calm and spacious because of how the layouts are structured and how much room each element has to breathe.
People Reference My Own Work Back to Me
This is my favourite thing that's started happening more frequently - potential clients will get in touch and literally reference specific websites from my portfolio when explaining what they want.
"I love what you did for that pilates studio" or "the retreat website you built has exactly the vibe I'm going for" or "can we do something similar to that photographer's site but with my brand colours instead?"
It's lovely because it means we're already aligned on aesthetic before we even start, so I know they're going to love what I create for them. No surprises, no "actually I wanted something completely different" moments halfway through the design day.
It's Become Part of My Brand
What started as just naturally designing in a way I personally prefer has evolved into something people actively seek me out for.
They're not just coming to me because I offer Website in a Day or because they need a Squarespace designer. They're coming specifically because they want that editorial aesthetic they've seen throughout my work.
Which feels quite special actually, because it means my portfolio is doing exactly what it should be doing - attracting the right people who want what I naturally create anyway.
Where This Leaves Me
I'm not saying editorial styling is the only way to design websites or that everyone should want it. Different businesses suit different aesthetics and that's completely fine.
But for me, it's where I'm comfortable and what I'm good at creating. Getting to do that repeatedly for clients who specifically want that style feels like I've somehow managed to align what I enjoy doing with what people actually want to pay me for.
Not a bad place to be, if I'm honest.
If you've been looking at my case studies thinking that's exactly the vibe you want for your business - that's editorial styling, and creating that for you is literally my favourite thing to do.
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