Good Day Club

Industry: Interior Design & Styling

An interior design brand for people who have stopped negotiating with beige.

When I originally worked on Good Day Club's identity back in 2018, the business held everything at once (furniture hire, event styling, graphic design, neon signs, interior work) each one carrying the same anti-beige belief into a different direction. It worked. The brand we built captured a business in full swing, doing many things, and doing them well.

In the years since, Kate narrowed her focus – choosing interior design and styling as where she wanted to spend her energy, with event work now reserved for the occasions worth doing properly. The values underneath never moved. What sharpened was the focus.

The old identity hadn't done anything wrong. It was built for a business with many arms, and it did that job well. Coming back to it in 2025 wasn't about fixing something broken – it was about giving a narrower, more considered version of Good Day Club an identity that fits as precisely as the business does now. The logo stayed, sharpened rather than replaced.

That precision needed room to be creative, not restrained by it. The pattern and texture library was built wide and varied on purpose – illustrated motifs used slightly out of context, hand-painted textures, quirky repeats, photographic surfaces with a surreal edge – a flexible toolkit rather than a fixed formula, able to move between an interior styling project and the occasional big event without ever losing its shape or sounding like anyone else's brand.

The result is a brand as sure of itself as the woman behind it.

The toolkit

• Brand foundations: Refreshed logo suite, typography system, colour palette, brand guidelines

• Creative assets: Patterns, illustrated icons

• Rollout: Social media templates (Canva), email signature, presentation template (Canva)

Photography by Elsa Campbell

Interested in branding for your creative business?