Dreamcatcher Interiors
May 2024
Interior Designer
Brand Strategy | Logo Design & Mark | Colour Palette | Fonts | Icons & Patterns | Social Media Templates | Business Card Design | Brand Guidelines
About the Client
Helen is lovely. She's bubbly, she knows her stuff and really good at what she does. But she wanted to prove to people that interior design is not just for the rich and famous, it can be for anyone.
The gap was she had this massive vision but had no idea how to go about it with it feeling amateurish. When you're disrupting an industry you have to do it in a certain way so it doesn't look tacky, it has to look professional. Helen was also finishing her Interior Design Degree so she didn't have time to do things herself. She had created something herself but it didn't feel right, it felt safe.
Discovery
Helen came to me because she knew that there was something about her brand that wasn't sitting right, but she couldn't put her finger on it. She liked bright colours, but was scared to use them in her brand in case it overpowered it. But the biggest problem was she was playing it safe — she was saying she wanted to disrupt an industry whilst simultaneously not doing it.
When we went through her strategy we identified what disruption really meant for Helen. It wasn't loud, or controversial, it was just showing that there were options. That she could have a brand that disrupted her industry but disrupt in her own way. She didn't need to be loud, or bolder than she felt comfortable doing. She could do it by just showing how good she is at interior designing.
Design & Development
The visual identity was bolder — we pulled in coral colours (which she loved) and light blue alongside the dark blue and cream colours which worked really well together. But it was the way we did it — there were areas where it was bold, and areas where it was a bit softer.
It represented her — what she liked, the colours she was drawn to. Although she was worried about how she'd use it in her brand, we made sure that she understood how to use it so her brand remained professional.
Result
Helen loves her brand, she uses it daily and now that she's collaborating with others she was able to seamlessly connect two brands together without losing either of them in the process.
It's easier for Helen to market herself — not just being able to use her brand assets but everything is aligned. She knows what she wants and the direction she's heading. That couldn't happen with the brand not supporting her.
The bigger insight: you don't have to be loud and controversial to disrupt an industry. You can do it in many ways, and doing it with your brand is a more powerful way of doing it — a more sustainable way of doing it.