Recap // Sam Finley

I met Sam at the launch party for Studio688, a creative coworking space I helped found in Midtown Memphis. Right away I learned how passionate she is about writing, particularly storytelling. A couple of days later I followed up with her in hopes that she would be one of the first contributing writers for Memphis Type History (my book and blog project). She said yes and the result was our most popular post ever – shared almost 2,000 times!

Soon thereafter, she became the resident blogger at Studio688. She also decided to launch her own business to do what she loved – crafting story style content for world changers. Thankfully she chose me to take this journey with her.

While I feel a bit “aww shucks” about what Sam has to say about working with me, I think reading her own words gives a fuller picture than I could ever provide about this project. So, I’m going to let her take it from here!


I’ve known for a long time that I wanted to “go it alone” in business, but I never knew how. I didn’t know where to start, so, for a long time, I didn’t start. Before this collaboration, I knew my strengths but nothing else.

I was stuck in neutral.

In the beginning, being that I didn’t know where to begin, I had a hard time narrowing down my ideas. I had so, so many ideas and didn’t know how to decipher the difference between my personal likes and my brand’s identity.

Caitlin helped me narrow down my ideas and get to the heart of my brand.

We started from scratch. Together, we crafted my brand and my business, as a whole. This was a defined, well-thought out, step-by-step process. Working in this way helped me build confidence along the way. By the end, I knew exactly how to proceed with my business. Did I mention that I started out without one iota as to how to start and run a business?

With Caitlin’s help, I identified my ideal clients. I’ve created services – services I can provide – that these clients need. My site is a reflection of my personality and my brand. By way of my website, my brand connects to my clients before I meet them face-to-face and opens the door to opportunities to work with exciting clients.

Whether you are new to business or established but looking to make changes, you would learn so much from working with Caitlin. You’d gain a newfound or broadened perspective about your business and have ample opportunity to take it to the next level.

I’m grateful for this experience, for all that I learned and for gaining a mentor (and a voice of reason) in the process.

As for me, Sam’s brand was really fulfilling to work on. Early in the process, I had her use Pinterest to capture the style she felt best paired her aesthetic with what would resonate with her target market. When we think of storytellers, it’s not the millennial Snapchatter posting bits and pieces here and there. Instead, it’s Southerners on the back porch swapping tales (some of them likely quite tall). It’s late nights by a bonfire.

It’s capturing the fullness of things.

With this perspective, Sam’s brand took on a vintage feel. It captures the textures, the rust, and the beauty of the things that stick around. Businesses who can tell their story in a timeless way tend to stick around too.

It was such a joy to see Sam come into her own through this process. Sam’s project was more than just web design and brand strategy. I’m so excited to see where she takes her business this year!

Connect with Sam // // Instagram // Studio688 Blog // Memphis Type History Blog

P.S. Here are few images from Sam’s website in case you’re curious!






Tips+Tricks // A Guide to File Types

Let’s just cut right to the chase here. Remembering what you’re supposed to do with all those pesky different image files can be confusing. How do you know which ones are safe to use in a print piece and which ones only belong on the web?

You’re in luck! I’ve put together a complete rundown of each file type and its best usage. Plus, there’s a free download of all this for you to grab at the end!

AI — Adobe Illustrator

A vector graphic file that can be resized as large as a billboard if desired without any loss of quality. A designer, printer, or sign company would prefer to work with this type of file. It can be opened with design software.

EPS — Encapsulated Postscript

A vector graphic file that can be resized as large as a billboard if desired without any loss of quality. A designer, printer, or sign company would prefer to work with this type of file. It can be opened in design software like Illustrator and Photoshop. Note: Photoshop EPS files are not true vector graphics.

PSD — Photoshop Document

A file created in Photoshop, typically with layers and other effects that can only be accessed with Photoshop. These files are typically raster graphics, meaning they cannot be sized up without a loss in quality.

PDF — Portable Document Format

Anything from graphics to multi-page documents with images and fonts are embedded. PDFs are accessible with Adobe Reader and design software.

JPG — Joint Photographic Experts Group

A compressed image file that cannot have a transparent background. High resolution JPGs can be used for print purposes, while low resolution JPGs are only suitable for web use. The more a JPG is saved, the more it gets compressed into lesser and lesser quality.

PNG — Portable Network Graphics

A low resolution image file usually used online. It is often smaller in file size but crisper than a JPG. It supports transparent backgrounds, too!

TIFF — Tagged Image File Format

A high quality, high resolution image file, typically used for important graphics, art, and photography. It supports transparent backgrounds.

GIF — Graphics Interchange Format

A low resolution image file usually used online because of its small size. It supports transparent backgrounds. The file format is most recognizable for its animated, and often humorous, appearances on the Internet.

Want a printable to help you keep it all straight? Download the guide below!
Download the guide