Branding & webdesign De Schoonschrijfster

Rebranding & web design for De Schoonschrijfster

Client

De Schoonschrijfster

Project type

Rebranding & webdesign

Date

September 2025

A year ago, I got in touch with Sylvia, also known as De Schoonschrijfster. She was looking to have her website redesigned. After our initial meeting, however, she decided to put the project on hold for a while. Then, about a year later — just a few months ago — I received another email from Sylvia. This time, she was ready to move forward with her website.

After some back-and-forth, we realised that a rebrand would also be a valuable step. And so, this incredibly enjoyable project — combining both rebranding and web design for De Schoonschrijfster — was born.

Sylvia’s business is thriving, so it was important that her new brand remained recognisable to her existing clients. At the same time, there was a clear opportunity to elevate the brand into something more refined and high-end. Sylvia works with renowned luxury brands such as Dior and Chanel, and she wanted her own brand to reflect that same level of sophistication.

I created a brand identity that blends elegance, luxury and refinement with Sylvia’s deep passion for her craft. The personal touch woven throughout the design not only reflects Sylvia’s personality, but also subtly references the art of calligraphy itself.

The result is a cohesive brand identity and a new website that positions Sylvia as a leading calligraphy expert in the Netherlands — and beyond.

The creator

The 'creator' archetype holds expression and refinement in high regard. The strength of this archetype lies in craftsmanship, creation, aesthetics, and originality. Creator brands are authentic and challenge their target audience to be creative.

In addition to the creator, Sylvia also matches the 'lover' archetype. Lover brands are passionate, and their target audience values aesthetics and luxury. The lover archetype connects with people and finds it important to offer an experience that appeals to all the senses.

More formal than informal: the tone is polished and elegant, befitting the luxury brands Sylvia works with. At the same time, there is always room for warmth and personality. She communicates in an accessible and friendly manner. Additionally, she adapts effortlessly to the client's tone of voice. As a result, the client always feels understood.

More serious than funny: The appearance is refined and professional; the tone of voice is therefore fundamentally serious. A touch of playfulness may be palpable, as enjoyment and passion for calligraphy are an important part of the brand experience.

Respectful rather than nonchalant: Class and trust come first. Her language is therefore respectful, especially towards high-end clients and brands. At the same time, she remains personal and approachable, allowing her to connect effortlessly without losing her style.

Factual rather than enthusiastic: the foundation is clear and to the point, with no unnecessary embellishment. Nevertheless, the love for calligraphy and eye for beauty may resonate in warm, inviting words, without exaggeration or excessive exclamation marks, for example.

De Schoonschrijfster sounds (like)...

The clinking of champagne glasses filled with crisp champagne; sparkling, refined, and special. Surrounded by fine company.

De Schoonschrijfster smells (like)...

The first spray of your favorite perfume that you put on in the morning and makes you feel confident and well-groomed.

De Schoonschrijfster feels (like)...

Luxurious, handmade paper under your fingertips. Blank, inviting, and a source of inspiration and creativity.

At De Schoonschrijfster, refinement and craftsmanship come together perfectly. With every flowing line and graceful curl, she elevates a product or brand to a higher level. De Schoonschrijfster works with classic calligraphy skills, a keen eye for detail and style, and a great passion for classic craftsmanship and training.

You see what appears on paper, but also what lives between the lines: between her fingers, a name, a word, or a wish becomes something tangible; an experience that people continue to remember.

De Schoonschrijfster is meticulous and warm. She works with attention to detail, radiates joy, and moves effortlessly with the style of the brand or the atmosphere of the event. She adds class, luxury, and personality.

Whether it concerns an exclusive brand activation, creating an engraving, or a workshop: De Schoonschrijfster creates moments that touch and linger. Not fleeting decoration, but calligraphy that connects, with elegance, enthusiasm, and craftsmanship.

The concept developed for De Schoonschrijfster revolves around effortlessly chic and high-end simplicity. This concept centers on effortless elegance and minimalist luxury. It reflects a timeless style that is powerful in its simplicity; less is more. The atmosphere is clean, light, and airy. Neutral tones such as soft beige and off-white are combined with black. Black-and-white photography, natural textures, and elegant white spaces give the whole a high-end look. The typography is modern and sleek, yet combined with refined, handwritten accents. This contrast emphasizes your way of communicating: personal and attentive.

The guiding principles of The Calligrapher

Light, neutral tones give the brand a calm, chic appearance. Black as an accent color creates a bold look, while metallic accents add a touch of luxury. The use of bright or pastel colours is excluded.
Balance and 'breathing space' are important. Make use of plenty of white space and ensure a calm and uncluttered composition.
Play with different fonts and letter combinations. The focus is on the creative application of fonts and letters.
Photography is light, may be blurry, and is preferably black and white.
Metallic accents, grain over images, and the use of paper textures as overlays give the brand a romantic touch.

Titles & headers

Sloop Script Pro

Headers

Kepler STD Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Body text

Avenir Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Font variation

Awesome Ways

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

View live website

The result

At the end of the process, Sylvia doesn't just have a brand identity and website. She has a visual identity that is strategically aligned with her ideal client segment: luxury and high-end brands.

The new branding not only communicates quality but tells a story that resonates with clients who appreciate refinement and craftsmanship. Through the choices of colour, typography, and visual elements, the look feels professional, streamlined, and coherent: a reflection of who Sylvia is and who her clients want to be.

The colour palette exudes tranquility, elegance, and subtlety. Tranquility creates trust and reflects the precision and attention to detail that are central to Sylvia's calligraphy. At the same time, the selected typefaces enhance the luxurious yet personal experience: refined, personal, and accessible.

The branding elements, such as the golden icons and textures in the backgrounds, are inspired by her craft. Paper forms the calm base, while ink and calligraphy are the showstoppers. This creates a visual metaphor for Sylvia's work: simplicity as the foundation, finesse as the expression.

The new website fully supports this identity. Through subtle typography, white space, and a clear structure, the visitor immediately experiences: here works a professional with precision, a love for detail, and a touch of luxury; exactly what high-end clients look for in a calligrapher.

Sylvia's thoughts on the collaboration

Branding & webdesign De Schoonschrijfster

"Working with Romana was a true pleasure. She listened attentively and transformed De Schoonschrijfster’s vision into a rebranding and website that exudes sophistication and allure – perfectly fitting the luxury brands I work with.

The result feels timeless, elegant, and unmistakably like myself. It was a great collaboration."

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