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How To Design Brand Identity Stylescapes™

What is a Stylescape™ and how can you apply it your web or identity design?

When you’re in a meeting with a client and you’re discussing the design direction, how do you and the client come together on a decision? How are you selling your design work?

Stylescapes™ are meant to help you get clients on board with your ideas fast and without friction. They are not moodboards and they are not mockups. When you have a delicate blend of curated imagery, typography, textures, and colors to show to your client, it makes it a whole lot easier to get them on the same page as you. Plus, it eliminates the need for revision.

You know when your client says, “I know it when I see it”? Stylescapes™ give your client the opportunity to point directly at the visuals laid out in front of them, and say, “that’s what I want.” Clients like to be involved in the design process. Stylescapes™ allows you to do this effortlessly.

There’s nothing more frustrating as a designer to have your client direct you in how you do your work. Running back and forth from the drawing board to the board room is exhausting, out of scope, and expensive (for the client, at least).

In this video, Jose and Chris discuss how to effectively design stylescapes for your next project and reduce the time exploring designs and dealing with client revisions.

The three key elements to a good stylescape require you to:

  1. Gather ingredients and perform research

After breaking from the brief with your client, piece together the images, typography, colors, and textures you feel best align with what the client expressed.

  1. Tell a story

Present the Stylescapes™ with vivid and engaging language. Let the client imagine the designs coming to life and where they can create impact.

  1. Make it artful, or visually appealing

This should come as no surprise, but don’t skimp on the visuals here! This is the tool you’ll be relying on when you move into the design process.

You’ll also want to give clients three flavors of stylescape to choose from:

  1. Hot - Bigger, bolder, and a little out of the box than what you discussed in the brief.
  2. Medium - A little more on the nail of what was discussed.
  3. Mild - A much softer approach.

Creating contrast between each stylescape allows the client to imagine what the visual direction could look like if it followed one out of the three options.

Want more? Watch the video to see some of Jose’s stylescape creations, and how you can change the way you work with Stylescapes™.

Links Discussed in This Episode:

Adobe Kuler:



Typography Served:

Best Web Designs:

Shutter Stock:

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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