On crafting brands

Inside story with Sarah Robertson

and

Oct 15, 2023

We’ve done another reshuffle of our publishing schedule and are coming to you today with a Substack all about brand design and creativity. It’s something we haven’t really touched on before so we are excited to share Sarah’s story with you and her work. Behind-the-scenes, our second edition of Dulcify Journal is now in the design phase - a really exciting stage where our designer, Flora, takes all the content and brings it to life through her page designs and typesetting. I love this stage (it suddenly feels like everything is really coming together) and I can’t wait to share more about the process of making Issue 02 with you all soon along with an overview of who we are featuring. In terms of Substack, we are starting to get our equilibrium back and have a wine series on the horizon, an interview with a pastry chef (I promise this is so almost ready), a florist and a talented creative who runs a community all about the power of small things.

As always, a huge thank you for being here. You make all the difference and we are so grateful for your continued support. If you’ve found your way here but are yet to subscribe, you can do so here:

One of the lovely things about publishing a journal, is that it opens up doors to meeting other creatives, which is exactly how the following conversation came about. Sarah is a creative mentor and brand designer, who is a strong advocate for storytelling in business. She loves to write about curiosity, connection and creativity, share her knowledge about branding and design, and spotlight other independent businesses. After exchanging a few messages, I asked Sarah if she could share her story with me, her creative habits and the places she likes to visit in the Scottish Borders.

Can you tell me a little about your story?
I'm a brand designer and creative mentor. In 2020, I decided to narrow my focus and follow my passion for all things branding, which led to the launch of These Are The Days.

In my day-to-day work I love to play with colour and paper, and to help creatives build brands that truly reflect their story.

I’m originally from Edinburgh but I now live in a quiet town in the Scottish Borders, and work from home alongside my partner, Jonathan. When I'm not in my studio, you'll often find me writing for my community, cosying up with a memoir, or exploring with our little ones!

Can you describe your business to me in a nutshell?
I love collaborating with businesses of all shapes and sizes, and my work with them is varied, but supporting independents is at the heart of my practice. One day, I might be assisting them in defining their vision; the next, producing meaningful visuals or uncovering their distinct voice. At its core, my work is all about crafting brands that feel like home and helping to foster deeper connections.

The inception of my studio was fueled by a desire to do more of the work I enjoy and bring knowledge and guidance to fellow businesses and creatives. My design services and mentoring support go hand in hand, allowing me to guide clients through the strategy, style and storytelling process and form an identity that instills confidence.

Is playfulness important in business?
Undoubtedly. It’s good to bring some fun to the design process because that’s often where the best ideas come to life.

Playfulness tends to be underestimated in business, and I believe approaching things in a way that sparks curiosity and wonder can stimulate inventive thinking and lead to better outcomes.

When I started These Are The Days, I launched ‘Playdays’, designed to infuse a sense of fun, flexibility, and friendliness into the creative process. I like to think of it as a business huddle, a single day dedicated to addressing specific needs, filled with energy, optimism and valuable insights. I love seeing a client go from feeling overwhelmed with a branding challenge to actively collaborating with me to solve it.

Do you think everyone has a story to tell?
There's always a story waiting to be shared. Personally and professionally, stories evoke feelings, uplift us and leave an imprint. A brand story is a powerful communication tool, inspiring connection in more meaningful and memorable ways. I think this is because each person's life experiences and perspectives create a unique narrative, and storytelling allows us to learn from one another.

What creative habits do you practice in day-to-day life?
I’m an ardent reader and writer, but in this current season of life - with little ones - my habits have evolved! I still find solace in rituals like savouring a hot drink in a handcrafted mug, lighting a scented candle with intention, and cosying up indoors with a seasonal playlist. But I’m just as at home in nature and try to have daily walks. It's a time in the day where I can simply 'be’.

Can you describe your office space to me?
My environment affects my mood, and I'm not the most orderly person, so it pays to shape my studio to enrich my creativity. I try to clear my space first. ‘Tidy space, tidy mind’, as they say. And since we're renting following our recent move, I've established my workplace in our conservatory, making the room my own with a wee inspiration station of books and plants and my favourite stationery.

Can you talk to me about finding creative inspiration in nature?

Whether in the woods or by the sea, my worries dissipate when I'm outdoors. It’s a kind of therapy, and I enjoy the feeling of presence and smallness that nature brings.

It sharpens my senses, offers perspective, and allows my curiosity to thrive. Nature significantly influences my design practice, evident in many of my branding projects, and it's a theme that features heavily in my first book, which I’m in the process of writing.

Is there a season you feel most content in?
I’m a summer girl at heart. There’s something about the longer days that brings about a feeling of brightness and lightness but I’m leaning into autumn this year and longing for the soft and the slow.

It serves as a time for reflection, inviting us to consider the transitions in our lives, and I feel as though I’m in an autumnal phase myself, mulling over creative decisions before I take the next steps in my work.

What's life like in the Scottish borders?
I had always imagined settling by the coast, but life led me to the countryside instead. Living here is a compromise I made that somehow feels right, and I’m glad we made this choice for our family.

We wanted a slower pace of life, and more space for the kids, so we're now eagerly exploring a potential renovation project—a realm we're familiar with, albeit on a somewhat smaller scale!

Are you a tea or coffee drinker? Do you have a favourite nearby cafe spot?

I love both! On a morning, you'll likely find me enjoying a mug of milky coffee (though not always hot with a little one in tow). And tea is a source of comfort, especially when paired with toast!

There's also something nostalgic about a cup of cocoa; it brings back fond memories of my granda, who used to make it for us before bedtime. Occasionally, it was Ovaltine or Horlicks, but always a warm drink for that extra bit of warmth.
I wonder if I might have been a chocolatier in another life and adore Bare Bones Chocolate, a brand that happens to be stocked by my local bookshop, Mainstreet, which is also home to a cafe, deli and store. I occasionally pop in and sit in the window to journal or head to Melrose and visit the super snug Twelve Triangles.

Anything else you'd like to tell me about?
Substack is nourishing my creativity in a big way at the moment, so you'll find me there writing regular updates about the Brand Seasons® project, and my Sunday series, Notelets on Nurture, has offered a lovely opportunity to connect.

You can also find me hanging out on Instagram and Pinterest.