She Goes Wear
The Project
Dorothy is the creator of She Goes Wear, a workwear, fashion and lifestyle blog.
Dorothy came to me early on in my freelance journey (around 2018!), she was heading into full-time blogging and needed to move away from her Pipdig theme to something completely bespoke.
She wanted more complex post layouts than were possible with PipDig at the time and to relaunch her brand with a completely new look and feel
As she moved into full-time blogging, I helped her step away from an off-the-shelf theme and create a more distinctive brand and flexible WordPress website, giving her greater control over both the look of the blog and the way her content was presented.
Creating a more distinctive brand
Dorothy got in touch at an important stage in the growth of She Goes Wear, she was moving towards full-time blogging and wanted the brand to feel more polished, recognisable and representative of the quality of her content. The existing theme and identity no longer gave her the flexibility or individuality she needed.
Developing the logo
The brief was to create something classy, sophisticated and versatile enough to work across the blog, social media and future brand applications.
I explored a number of visual directions before developing the final monogram. The logo combines the initials in an elegant serif form, with the letterforms flowing into one another to create a distinctive and compact symbol.
The monogram gave She Goes Wear a more ownable identity while remaining simple enough to work at small sizes.
Building a flexible logo suite
Alongside the primary monogram, I created a wider suite of logo variations for use across different formats and channels.
This included alternative lock-ups, supporting brand assets and guidance on how the identity should be applied. A style guide brought together the typography, logo usage and additional visual elements, helping Dorothy maintain a consistent brand as the platform grew.
Rethinking the blog experience
Once the new identity was established, I moved on to redesigning the website around Dorothy’s editorial needs.
The homepage needed to showcase a large amount of content without feeling cluttered, while giving readers clear routes into the main topics. The content structure was reorganised into key categories, making workwear, style, lifestyle, travel and other areas easier to browse.
Designing for content discovery
The homepage was designed as a magazine-style experience, balancing featured stories, recent posts and category-led content.
Clear editorial sections helped surface more of the archive, while strong imagery and restrained typography kept the site feeling elegant and cohesive. The aim was to encourage readers to move naturally between articles rather than viewing a single post and leaving.
Custom WordPress development
The site was designed and developed as a bespoke WordPress theme rather than adapting another pre-built template.
A custom page and post layout builder allowed Dorothy to create different editorial formats using drag-and-drop content blocks. Each block was pre-styled to remain consistent with the wider brand, giving her more creative freedom without making the publishing process complicated.
Supporting more varied article layouts
One of the main limitations of the previous setup was the lack of flexibility within individual posts.
The custom system gave Dorothy the ability to combine text, photography and supporting content in more varied ways, allowing each article to feel considered while still remaining easy to create and manage.
The result
The new brand and website gave She Goes Wear a stronger and more professional foundation for its next stage of growth.
Within the first few months after launch, the site recorded an increase in users of more than 50% and an 87% increase in page views. The flexible WordPress system also gave Dorothy the control she needed to publish more ambitious content and develop the brand further.
This project later became the foundation for the next phase of She Goes Wear, when I worked with Dorothy again to move the brand into Shopify and launch her clothing line.
Services
- Brand identity design
- Logo and monogram design
- Logo suite development
- Brand style guide
- Website design
- UX and content structure
- Custom WordPress theme development
- Flexible content-block development
- Responsive web development
- Editorial layout design
Has your blog or content platform outgrown its current theme?
I design and develop custom WordPress websites that give content-led businesses a clearer identity, more flexible layouts and greater control over how their work is presented.
