Intentional Design Co.
Timeless Interior Design in Vail, CO.
We helped Intentional Design Co. with:
Brand Positioning
SEO
Website Copywriting
Blog Post Writing
How It Started…
Krista, the owner of Intentional Design Co. was mid-rebrand with Schematic Design Co. when we connected with Krista to build out some of the messaging around her brand. She knew she needed strong messaging pillars to stand out in a very saturated market.
We were excited to help Krista ensure her unique perspective and approach to interior design was front-and-center in her marketing. And, we also knew that in order to succeed, she needed great SEO, which includes SEO-focused website copy and blog posts.
Time for Brand Positioning
What is Brand Positioning, you ask? It is the way you communicate the unique differentiators of a brand and their values. Essentially, it is clearly communicating what makes a brand different than other, similar brands.
We started the process with a brand strategy session where we ask Krista questions about her brand and business. We aimed to learn as much as we could about her local competition and, more broadly, the interior design landscape. right away, we knew that one thing that made Intentional Design Co. unique is Krista’s emphasis on using what you have and acquiring meaningful pieces over a period of time instead of designing your space in a sprint-style manner. With a great understanding of Krista’s goals, her business model and her differentiators, we got to work creating her ethos and messaging pillars.
We started out with this brand statement:
Come, sit—dwell.
Interior design is personal, and the most honest expression of form meeting function. From the flow of a room to the fabric you walk on, sit on and snuggle up with. Your space should tell your story—where you’ve lived, traveled, what you value, your heritage and your passions.
We’re designing for authenticity. We all have special pieces that help tell our stories, and my creativity comes alive with the challenge of weaving in heirlooms. I don’t take this work lightly, the spaces we dwell in can lead our conversations and impact our emotions. They’re such a big part of our daily lives and an opportunity for connection. It’s an honor to help creatively curate these important places.
From there, we built out two messaging pillars that communicated core messages that supported the brand and can be used on web, social and print materials, as well as by brand ambassadors, when talking about the brand.
Team-Centered
Do unto others—there’s a reason this rule isn’t bronze or silver! Beautiful design is a luxury, as should be the experience, for everyone involved.
We carry a posture of gratitude as we create because we know we can’t do it alone. We consider everyone from our craftsmen to installation and material experts an intricate part of the team bringing the vision to life and we treat them as so.
Heirloom-Minded
Things hold stories, and we are deeply passionate about designing with your heirlooms in mind. There is soul and depth to established works of art that can’t be replicated.
So whether we’re restyling an existing piece that you love, repurposing an old work, shopping for vintage second-hand treasures or considering a newly crafted item—heirlooms, current and future are always top of mind.
With an eloquent, clear message, Krista was ready for website copy!
After SEO keyword research, our team identified the keywords and phrases that we felt made sense for Krista to try to rank for. We knew a phrase like “interior design” was too general and probably had too many other brands ranking for Krista to make a dent, however, “sustainable interior design” spoke more clearly to Intentional Design Co. as a brand and there is a much better chance Krista will rank for that keyword.
Doing keyword research before writing website copy or blog posts is always smart — it can help inform the direction of the copy or the blog post topics.
You can see the beautiful copy that our team wrote on the Intentional Design Co. website here.
After writing website copy, we knew our team had a clear grasp on the tone and voice of the Intentional Design Co. brand, so we created 3 blog posts to help with Krista’s SEO. We also pinned them to Pinterest to increase site traffic.
IDC on Pinterest
Our team loves working with both e-commerce and service-based businesses to grow their visibility on Pinterest. One thing we love about Pinterest is that it necessitates much less oversight than a traditional social media platform like Facebook or Instagram. There is no expectation of engagement with an audience and the lifespan of a single Pin (and the benefits associated with that Pin) can last years.
For Intentional Design Co., we spent 3 months pinning 20-30 new pins per month based on their site content. Within the span of that 3 months, we saw a 385% increase in impressions.
Copywriting for the Website
According to most research, you typically have around 10 seconds to capture someone's attention on a website, meaning the first few moments are crucial to keep visitors engaged. Without clear, concise and thoughtful website copy, users can leave your website feeling unsure about your products, services, values, etc.
We were thrilled to bring the Intentional Design Co. messaging pillars to life on the website and to ensure that, within seconds of landing on the website, users were crystal clear about IDC’s value.
It’s important to keep copy consistent throughout the website and to reiterate your values. One of the core messaging pillars for Intentional Design Co. was “heirloom-minded.” This came up in the copy when we talked about heritage, investment pieces, and how IDC’s goal was to make your space meaningful to you. Carrying the same themes throughout the entire website means that users will quickly understand that IDC stands for.
