Client Spotlight: She Plans

Ashley Staum is the owner of She Plans and creator of the To Do List Planner. The She Plans line of planners and printables are perfectly understated, with simple and beautiful designs. Ashley's products have a grown-up style with pages that are just black and white - yet designed with sophistication.

As I worked with Ashley during The Style Discovery process it was clear her planners were created to serve a greater purpose than just a cute tool to keep you organized. She had a message, and her message was two-fold: 


"Believe in yourself and your dreams enough to make them a priority in your life."
Ashley Staum | She Plans


Her customers are mostly moms who are rediscovering themselves as individual women, starting to listen to that quiet voice that says it's time to be YOU. She encourages them to take the leap of faith and follow those dreams and love yourself enough to take care of yourself. 

"Create the space to let life happen."
Ashley Staum | She Plans

Ashley helps her clients to be organized and super productive when it's time to work. Allowing for more space to spend unplanned quality time with their families,  where just making some muffins can be the "activity" of the day!

We took these characteristics of her branding and target market and applied them to the styling of her products. 

Ashley contacted me needing several types of brand photos to promote the launch of her 2017 Collection. She wanted:

  • to update her shop listings with simple product shots of the covers and inside layouts of the planners on white backgrounds. 
  • a collection of flatlay and lifestyle product photos of the planners styled for the website and Instagram. 
  • to incorporated a few custom stock photos without the planners to for the She Plans Instagram feed.
  • to include hands to add some realness and human connection. 

Since Ashley recently did some tweaking to the She Plans branding she sent over her brand board with her logo, colors and patterns from her graphic designer. Her brand colors are navy, gray/blue, white, golds and tans.

On the Style Consultation call we discussed her how her clients use her product and where, deciding on a few themed set-ups for her shoot - the kitchen table with snacks, the office with desk accessories and on the go. I added some dimension and texture to the photos by pulling in the rattan/woven elements and the planted greenery shown in a few of her inspiration images.  

She Plans embraces an approachable Hamptons + Cape Cod style. Ashley likes her brand to look a bit aspirational, something that is yours and special. Something that you can hold your dreams and goals in, but is also approachable. 

You can find all of Ashley's beautiful planners and printables at and follow along on Instagram @she_plans

If you'd like to styled photos of your products too, I'd love for you to reach out! You can find more information right here.


Which She Plans cover is your favorite? How to do stay organized? Are you a paper planner lover like me? Let us know in the comments below!