Anoushka Allum Design
Anoushka Allum is an interior designer who knows how to listen. Her mission is simple: create spaces that feel great to live in. Functional and beautiful. Personal and purposeful. Always reflective of her clients, not just a signature style.
She came to us with a website and brand that no longer reflected her evolving aesthetic. It wasn’t easy to update, didn’t feel like her, and lacked the energy and polish needed to attract larger projects and more trade collaborations.
The Project Brief
Anoushka’s design work is known for its refined, curated beauty: with layers of texture, art, and warmth. We needed to translate that same feeling into her new brand and website.
Draw inspiration from Anoushka’s own portfolio and favourite artist, Kimmy Hogan
Design a brand that feels professional and confident, but not cold
Create a site that was easy to navigate and told the story behind each project, not just showcased pretty images
Help Anoushka reach a wider, more ambitious client base but without losing her personal, approachable touch
We delivered
BRAND DESIGN
Painterly calm with an editorial edge.
We crafted a rich yet neutral brand system using:
Gender-neutral blues, eucalyptus greens, leather browns, and tonal variants for depth
A watercolour wash background (never flat blocks of colour), softening the structure and adding movement
No black—the darkest tone is a warm Espresso, used for text to add softness and harmony
A refined serif font paired with a delicate script for warmth and personality
A symmetrical AA monogram, elegant and clean, perfect for everything from digital to print signage
The result is a brand that feels like Anoushka’s work: modern, clean, layered, and full of intention.
WEB DESIGN
Softly structured, strategically simple.
The website gently guides the user through Anoushka’s process and portfolio, building trust with each scroll.
Colour layering brings dimension to each section, while still keeping the aesthetic light and uncluttered
Every portfolio project is accompanied by a story—not just what it looks like, but how Anoushka solved key design challenges for her clients
The script font pairs beautifully with the hand-drawn botanical elements, creating cohesion between copy and visuals
Clear, consistent layout and intuitive navigation make the site easy for both clients and trade collaborators to explore
Built to grow with the brand, with flexibility baked in
This brand and website reconnected Anoushka with her audience and herself. It reflects her design values perfectly, and positions her as both approachable and highly capable.
It’s not flashy. It’s not trend-driven. It’s deeply aligned—and that’s what makes it timeless.
I really enjoyed the process of working with Sarah at A Lined Design. It’s a really thorough process that she takes you through, especially when rebranding. I feel like the new brand and website represent me at what I offer as a business so clearly and on point in terms of the connection that I wanted to create with clients before they reached out to me.
I LOVE my new logo and colour palette and can see that working for many years to come. And where I was less confident in giving feedback and making decisions Sarah guided me through, keeping us on track for a great outcome. I couldn’t be happier with my new brand and website and have referred her already to colleagues in my industry who I know have engaged her.
Thanks Sarah!