INTERIOR LENS
Removing the burden
of home renovations
An Interior Designer was starting a new venture after 25 years in Human Resources. She wanted a brand that reflected her unique approach to interior design and stood out. Standing out in a saturated market would require a unique name, point of difference and visual identity.
Approach
After conducting a series of workshops, it became clear that Carolyn existed to remove the burden associated with engaging professionals for interior design projects – a commonly stressful experience. This unique approach sought to address pain points at every stage in their journey and would seek to be supported by clear communication and impeccable service.
A naming workshop resulting in the name ‘Interior Lens’ reflected the unique consideration of the client’s emotional journey when it comes to changing a physical space.
All elements and touchpoints in the visual expression and verbal expression were crafted to align to this. The logo utilised a serif typeface and was paired with a calm palette of navy, purple and beige hues. A series of shapes inspired by a floorplan are arranged in varying ways to communicate the styling and movement within a space.
Working with a copywriter, we defined the brands tone of voice and key messaging and the brand statement: We care. We create. We transform. A serif primary typeface was chosen to support the conversational tone of voice.
The result is an identity that celebrates the personable nature of the brand while celebrating a unique approach. This was rolled out across social media, signage, a website and key business collateral.
Services
Brand naming
Brand strategy
Brand identity
Brand voice
Collateral design
Website
Project credits
Copywriter: Lisa Smyth
We acknowledge the Traditional Owners of Country throughout Australia. We live and work on Wurundjeri country and pay our respects to Elders past, present and emerging.