— Kelli Lindsay, Les West, Full Brand and Website Package"Amy truly grasped my concept and vision…"
"The unveiling of the brand was a dream come true. It was a fantastic experience."
Les West
Brand strategy · Visual identity · Website · Membership portal
A brand and membership website for a private stylist in Austin, Texas
Les West is a private fashion consultancy and style curation house based in Austin, Texas. In spring 2026 Senna Studio built its brand strategy, visual identity, Squarespace website and a three-tier membership portal, giving founder Kelli Lindsay a brand she could launch with and a site that takes applications, accepts payment and delivers her work to clients behind a paywall.
The client
Kelli Lindsay holds a degree in apparel merchandising and design and spent more than ten years in the fashion industry. She lived in Switzerland, sourced across Europe and Asia, and now styles clients from Texas. Les West was her answer to a gap she kept noticing: women with full lives and strong taste who could not find anyone to build a wardrobe around how they actually live. She was building it alongside a full-time job, so the brand and site had to do a lot of the selling for her.
The brief
Kelli did not want one aesthetic. She wanted two worlds sitting in the same room: the restraint of French and Swiss dressing and the ease of the American West. Her description was a moody, dark-wood bar with a Western edge, somewhere between a Parisian hotel and an Aspen ski lounge. She wanted the brand to feel layered and detailed, with pony hair, leather, stripes and florals all working together, and with the horse present but never centre stage.
The brand
We started with a brand workshop and a full strategy framework covering Les West's reason to exist, what it stands for, who it serves, its tone of voice and what sets it apart. Kelli's niche is dressing a client from a rodeo to a charity ball, and that line shaped everything that followed. The visual identity pairs a flowing, feminine script wordmark with a bold, stamp-style logo mark inspired by a cattle brand, so the two halves of the brand can work together or alone. The palette runs from near-black brown through russet and bronze to warm cream. The system also includes typography, texture and pattern direction, and a full brand guide.
What they say
— Kelli Lindsay, Les West"Easy to work with and high quality."
The website
The site is built on Squarespace using the Amber template, restyled in a dark, editorial layout with light type on deep brown. It includes a home page, an about page, a Private Client Membership page, an A La Carte services page, a blog set up for search, and a contact form that doubles as the application. Every call to action points to Apply Now, because Les West takes a limited number of clients and the application is part of the experience. We also set up SEO foundations, legal pages and a backend video classroom so Kelli can update the site herself.
The membership portal
Les West offers three membership tiers, The Edit, The Concierge and The Elite, each with its own level of access. The flow works like this. A prospective client applies, Kelli reviews the application, and approved clients are sent a payment link. Once they have paid, they get a private page inside a paywalled members area where Kelli shares mood boards, lookbooks and sourcing. It keeps the front of the site exclusive and the back end simple enough for one person to run.
The result
Les West launched with a complete brand and a site ready to take its first private clients. In Kelli's words, "The unveiling of the brand was a dream come true!"
What we delivered
FAQ’s
How do you build a membership website on Squarespace for a personal stylist?
Squarespace Member Sites let you gate pages behind a paywall and assign them to pricing plans. For Les West we built one members area with a welcome page and private client pages, then connected it to a tiered pricing structure. Applications come in through a contact form, so Kelli approves every client before payment.
Can a Squarespace website use an application instead of a Buy Now button?
Yes. For Les West the main call to action on every page is Apply Now, which leads to a form. This suits any service business that wants to stay selective, because the application filters for fit and protects the founder's time.
What does a luxury styling brand identity include?
For Les West it included a brand strategy, a script wordmark, a stamp-style logo mark, a colour palette, typography, patterns and textures, and a brand guide. The aim was a visual system that looks the same on a website, a tote bag, stationery or a branded hat.
How long does a brand and website project take?
The Les West brand was delivered in about two weeks, followed by the website build in April 2026, with photography swapped in as it became available.
Other projects
Like what you see?
"She is artistic, logical and can really bring your vision to life in her unique way. It all came together in a week. The templates and process were so supportive."
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