the story.


Total Floor Area



In a crazy haste I completed my new branding and it launched Monday, September 17 (that is one of those dates that I am going to remember! So much hard work to get there!) On the same day I also launched an entire collection of paper goods and products that I was really excited about. This was my first complete collection and it is a true representation of my heart.

When I launched the new business brand and shop I spent some time telling you about the new Ashlee Proffitt, about how my business re-branding started, about my ideal client, and even about my crazy list (that inspires me to keep going!) But I never told you about this new collection that I love so much. I never told you the stories of how it all started and what it’s really about. So, I wanted to spend this week doing just that, telling you a little about the collection and my inspiration for how it came to be. I am excited to feature a few of my favorite products and each day there will be a special coupon code on the products featured.

Before designing anything, I pull together my inspiration board. This board consists of much more than you even see above, such as my font choices that will be consistent through the collection, phrases, sayings, or verses I want to include as well as an idea of what products and goods I want to include in the collection. If you are a fellow artist designing collections, maybe you have a similar process. So, I began by defining what the collection would be about, it’s purpose. What void was it going to fill in the market?

For two years I had desperately wanted to design a collection that was centered and founded upon God’s Word. I kept putting it off or ‘not getting to it’ because I was intimidated by the idea of designing something of such importance and True value. Finally, in January I pulled the inspiration together and set out to design the collection I had been dreaming about.

The purpose, the deeper why, of this collection is simple. “So, faith comes from hearing, and hearing through the word of Christ.” (Romans 10:17) My faith is weak. My heart fails. And although my God is faithful, I am not. I need constant reminders around me to reset my heart, to point me to Truth, to turn me from the things of this world back to Jesus. My faith is made new through constant interaction in God’s Word; “faith comes from hearing…”

This collection is about so much more than beautiful designs. It is about beautiful Truth.

After defining the why, I determined what products I wanted to have in the collection. Not having produced an entire collection before, I decided to create a very broad range of products and experimenting a bit to see what actually sells, what there is a need for. I knew for sure that the first product and the one most important to me would be the art prints. I love interior design, I love investing in my home and making it a beautiful, inspiring place to be. So, I perused my favorite resources for home decor and pulled a few of my favorite still life images and photographs of rooms that I related to and would love in my own house. After that I pulled coordinating color palettes (favorite color palette resource and source of constant inspiration!) Lastly I looked at design inspiration, layout, typography treatments, etc. When designing a collection, this should be the last step or not a step at all. Your designs should reflect you, your brand, your deeper meaning, purpose and why. And you are the only one who can do that, not someone else.

So, I began designing and I felt as though the collection was strong. I was getting close to my deadlines for ordering samples, photographing and getting the shop all stocked, but I decided at the last minute that I wanted some feedback on the collection as a whole. That decision was a really good one. Although it was hard and it meant taking a step back, it was very worthwhile. Honestly, I feel like after the critique given by my amazing friends, the collection finally reached it’s potential.

Although the watercolor images seen in my inspiration board were there from the beginning, I did not actually implement my own watercolor paintings until after my self-imosed critique. After sharing my collection with a few trusted designer friends, the overall feedback was that I could do better and make it more representative of me and my brand. There were hints of watercolor in the designs but Amber pushed me to make it more predominant and to make it my own. I am so glad she did! I pulled out my watercolors and got to work.

The result of me opening myself up to critique is the beautiful designs you see in the shop. It’s not easy to put yourself out there and the risk of being rejected or being told it’s not quite there yet is painful… but it is so worth it.

“Rejoice in hope, be patient in tribulation, be constant in prayer.” – Romans 12.12

“Commit your way to the Lord, trust in Him and He will act.” – Psalm 37:5

The Spirit of the Lord God is upon me, because the Lord has anointed me to bring good news to the poor; he has sent me to bind up the brokenhearted… to comfort all who mourn; to grant to those who mourn in Zion— to give them a beautiful headdress instead of ashes, the oil of gladness instead of mourning, the garment of praise instead of a faint spirit; that they may be called oaks of righteousness, the planting of the Lord, that he may be glorified. Isaiah 61:1-3

The above art prints (really, all the art prints) each have significant meaning to me. They represent how God turned my mourning into dancing, my ashes to beauty. I have suffered deeply and yet God has revealed Himself to me in such amazing ways. He has remained faithful, steadfast and unwavering in His constant provision of peace and joy where there should be, by the world’s perspective, only anxiety, pain, and hurt.

What is your favorite art print?

This week only, use coupon code: ARTPRINT to receive 15% off all art prints. (Purchase as many as you want! 15% off until Tuesday, November 6!)

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