I Just Want to Say

I Just Want to Say sells three guided journals: the Vow Journal, the Wedding Officiant Journal and the Wedding Speech Journal, with a guestbook and a bachelorette book on the way. The store ran on the Shapes theme with branding from around 2021, and Liz wanted it to feel fun and bold enough to make people want to write about the big moments in their lives.

The brief covered a brand refresh, a redesign of the Home, About, Contact and product pages on the existing theme, tidier policy pages, and a store the team could update themselves when new journals launch.

The original branding was soft and cutesy. Liz felt it had become boring and looked like every other journal company.

The theme and the brand book did not match. The brand booklet fit the product well, but the store layout felt scattered and did not carry the brand identity through.

Font families and sizes changed from section to section, and spacing was uneven across the homepage and the inner pages.

The pages leaned on text with few photos or videos, product images were oversized against the layout, and the call-to-action buttons did not stand out.

The header was cluttered and the logo did not link back to the homepage. Liz also needed to swap images herself each time a new journal came out, so the new pages had to be easy to edit.

• 01 A homepage concept in two directions We reviewed the brand booklet, Liz's reference document and sites she liked, such as Offline Humans. Then we designed the homepage in Figma as a low-fidelity wireframe followed by two high-fidelity versions: one that kept close to the existing theme and assets, and one with more creative freedom. Liz shared both with friends and family and asked for something bolder, with room for humor in the copy.
• 02 A fresh design from scratch, then a scrapbook pass Rather than tweak the earlier versions, we started a new Figma file and rebuilt the concept with playful illustrated clouds, motion and placeholder video. Liz loved it and asked to push it toward a scrapbook feel. We weighed her Behance and Treep references against the brand book, kept the softer journal tone, and added scrapbook touches to the layout before development started.
• 03 The homepage, built as editable sections We built the homepage on a copy of the store's Shapes theme as twelve dynamic sections. They include a headline hero, a scrolling "Trusted by" strip, a "What you'll find inside" block, moment cards (anniversary, kids, hard times), customer video columns, a featured Officiant Journal, a three-step how-to, a comparison table, a gift section and an FAQ. Text and images can be changed in the theme editor, which was Liz's main worry before launches.
• 04 Fonts settled with the founder Liz first asked about switching to the brand font printed inside the journals. We showed the page with the display font from the design paired with Instrument Sans, explained that it could be changed at any time, and she chose to keep the fun font as it was.
• 05 New About and Contact pages The About page tells the brand story in five blocks: Our Story, Purpose and Philosophy, Why We Create, What We Believe and Our Promise. The Contact page has a contact form plus separate panels for partnerships and collaborations and for wedding vendors, so trade enquiries do not get mixed up with customer questions. When the Contact preview showed an error on Liz's side, we fixed it and shared a working link the next morning.
• 06 A product page for the Vow Journal The product template has a "Where your words live" story block, a three-step "How to use the journals" section, a "What they're writing" carousel of real customer videos, Loox star ratings, a multi-journal wedding bundle and related journals. We finished the animation and mobile responsiveness before handing it over for review, and Liz signed off on all the pages.