Disrupting the Industry: How to create an Authentic brand identity for an Interior Designer

Helen was pivoting her business. She was researching new target markets and competitors and wanted a brand overhaul to engage her new market but staying authentic to who she really is.

Brand Strategy | Logo and Mark Design | Colour Palette | Typeface and Fonts| Business Card Design | Promotional Material | Branding Guidelines.

 "I want to disrupt the Interior Design Industry."

This was one of the first things Helen said to me when we were chatting about her branding.

We had met previously at a networking event where I delivered an impromptu talk about brand identity.

As you can tell, Helen is not your typical interior designer. She loves pattern and colour (magnolia is a bit of a swear word) especially when it reflects her client's personality. For her brand to work, we needed to focus and amplify her authenticity.

Getting an Interior Designer in to help make your 3-bed semi-detached new build seems like an extravagant choice, but Helen wanted a refresh her brand and reach her new audience while focusing on authenticity in branding.

The Branding Brief

Helen had created her brand herself, but she wanted to refresh it, focus it, and make it cohesive for when she started to promote her business. It needed to stand out from other designers while staying true to her brand of bold colours.

The Solution

To implement authenticity in Helen's branding, we start with strategy - the first 3 parts of our Brand Identity Framework. Here we delved deep into Helen's business: what she wanted it to be, who she wanted to work with and how her brand will connect with others authentically.

We then used this information to create the brand design elements. Helen liked elements of her previous logo so we used this and refreshed it, ensuring that her logo had versatility and was recognisable. She loved the coral colour that she had in her previous brand, so we continued to use it to create that connection and introduced additional colours of Light Blue and Orchre (which she particularly loved).

"We need more swoosh" was a theme in Helen's brand; to give that feeling for creativity and flow so we incorporated soft lines and shapes into the rest of her design elements.

Image of a social media mockup on a phone with the brand

Dreamcatcher interior logo mark - a capital D with a swirl circle around it

Picture of the Dreamcatcher Interior website mockup

Picture of the colour palette used for Dreamcatcher Interiors

The Outcome

With her new authentic brand identity, Helen regularly gets complimented on it and is busier than ever! Here is what Helen said about working with us:

"Katie is so lovely and great at what she does. Our discovery call was a journey which really tested my vision for the business but it was a really useful exercise as Katie got everything she needed to go forth and create different brand designs that pushed my boundaries. I enjoyed the collaboration between us and I love the final product. I use my Brand Guidelines pack all of the time and it is especially handy now I am having a new website and marketing plan created. Thank you for your patience."