Lit & Fig
Lake Joy, Washington
Lit & Fig started life as Saffron Writes, a writing and editing consulting business. But the founder was at a point where she wanted to layer in a new service: interior decorating. Fearful that her umbrella of offerings might look and sound disparate, we first set out to rename her business to cleverly capture the new aspect without losing her connection to the publishing world. Once established, the name (a wink toward literally and figuratively) and its corresponding logo were ready to become a website. To infuse the brand with content, I devised an all-custom photography approach supplied via a multi–photo shoot strategy to not only capture her interior work, but also her stacks and stacks of book projects, ultimately masterminding her multi-faceted business into one cohesive website.
Inspired by the look and feel of a dark wood library and the moody tropical sun porch from The Graduate, we built the house of Lit & Fig.
Peek into our process below, or jump ahead to see how it all came together: Lit & Fig
Maxwell Services Employed: Business Naming + Brand Identity + Web Design & Development
Brand Inspiration
Old world I Story/History I Patterned
“Mallory is magnificently kind, empathic to a fault, and a joy to work with. She’s never without a new idea to consider, and elevates all that she touches. I especially appreciated her insight and partnership renaming my business.”
—Nancy Cortelyou, founder of Lit & Fig
Lit & Fig Business Cards…
And postcards…
P.S.
Here are a handful of images capturing the “behind the scenes” of the project…
We spent a lot of time, narrowing down the overall inspiration for the brand development. And after all is said and done, it feels like this image captures the elements that most closely inform the brand.
Rhoda (center) was so kind to open up her home to us to photograph Nancy’s work designing a few spaces in her beautiful home.
With our multiple photoshoots, and a pandemic underfoot for much of the project, things felt a little casual. I took the liberty of wearing yoga pants to most of the shoots. As far as my memory serves, this was my first time doing so, and it was notably pleasant. 🧘♀️✨