Brand Strategy
Visual Identity Refresh
Stationery Design
Art Direction
Web Design
Brand Copy

Since 2012, EyeSwoon has been a trusted destination for a loyal audience seeking an expert curation of content. Spanning food, entertaining, fashion and lifestyle, founder Athena Calderone created EyeSwoon as a form of visual creative expression, a place to transform ordinary life into a fest for the eyes.

Having inspired and guided the world with her two bestselling books Eat Beautiful and Live Beautiful, Athena decided to embark on a new chapter for her brand EyeSwoon. One that unites the creative impulse that brought the brand into being, the broad and deep connection that have propelled it forward, and the impulse to collect—rather than simply to shop or acquire or accumulate.

Enlisting The Outset as a trusted strategic and creative partner—the collective team set about on a robust visual refresh—transforming EyeSwoon from Blog to Brand. With refined branding elements (logo, colors, typography), reimagined desktop and mobile web designs, harmonious brand applications (instagram, email, stationery, etc…), and an elevated tone of voice.