The Vision Behind Avenue


As you may already have seen, I am currently enrolled in the Blogging Your Way e-course BLOG BOSS run by Holly Becker of Decor8. The course runs throughout March, so I am entering the final week. This week’s homework was about identifying your dream blog, from aesthetic to content to goals for the future. We were asked to submit a mood board that conveys the vision behind our dream blogs. As Avenue only just launched just over a week ago, I thought I would share my mood board with you, to show you what you can expect to see, read and discover on Avenue in the coming months and years (eek! that last word felt a bit scary to write down). Though I actually created it for the Blogging Your Way Workshop I went to in Holly’s home in Hannover last December, it is what I presented to my graphic designer as a basis for the design of Avenue. The board really helped to show him (and me!) the kind of aesthetic and feel I was going for, and demonstrate the kinds of topics the blog will cover.





I wanted the board to convey topics related to interior design and styling, dipping into areas such as colour, food and florals. The aesthetic I was trying to convey was clean, simple, feminine but not too girly, contemporary with subtle craft/handmade elements, using only beautiful and enticing imagery, which is exactly what I wanted to achieve here on the blog eventually.

Though Avenue is still a work in progress, do you think this has been achieved? I would love to hear your thoughts!

The mood board now has a spot on my office wall with other special bits and pieces such as my little girl’s artwork. See more of what’s displayed {here}.

Hope you has a super weekend! I was treated to a sleep in (rare!) and pancakes this morning, followed by a lovely birthday lunch with a few close girlfriends. I’ll be celebrating 27 wonderful years this Thursday!

Holly x


* All images by Holly Marder

7 Responses to “The Vision Behind Avenue”

  1. Sonia says:

    Really well done Holly. Great mood board. Precisely the look and feel from your blog. PS. We still have to meet… kusjes. Sonia

  2. Very pretty and nicely balanced. I love the simple and feminine look!

  3. Sarah says:

    Hi Holly,

    I’m one of you fellow Blog Boss classmates, and you’re doing a great job. Your blog is very welcoming, and your vision clear. Keep up the good work. 🙂

  4. Holly {Avenue} says:

    Thank you all for the positive comments!

    @Sonia I know! I’ll be in touch soon x

  5. Rosa Paula says:

    Hi Holly,
    I’m a fellow BYW student. I loved your blog! It is so clean and beautiful! It definitely has a great style! I wish you all the success!
    Happy Birthday in advance!

  6. Claudia says:

    Hi Holly,
    Happy birthday! I hope you’ve had a great day!
    I think your blog design worked out really good by seeing your mood board. It feels and looks like the same style. Elegant, clear and fun! I really like your background, it looks like a piece of fabric! Really cute!
    Best wishes,

  7. Love this post Holly, your moodboard is wonderful. I absolutely love the new look and everything, it is so you and perfectly cool and inviting and fab all at once!

    Happy happy birthday for Thursday!
    Louisa xx xx

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