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Interiors Brand Campaign

A voice as considered as the furniture: a campaign line, product stories and launch emails for a handmade-interiors brand.

A leather lounge chair and a plant in a bright minimal interior

The challenge

The brand’s craft was exquisite; its words were not. Product pages read like spec sheets, and the campaign line changed with every season. The brief: a voice as considered as the furniture — exclusive without being cold.

The approach

I interviewed two makers, mined reviews for the words customers already used, and built a one-page voice profile: quiet confidence, short lines, no superlatives. Then the campaign line, three ad angles and a launch email trio — all from the same spine.

Deliverables

Campaign line and brand voice profile
Twelve product stories rewritten for craft and provenance
Paid social pack: three angles, fifteen hooks
Launch email trio with subject variants

What changed

The client finally sounded like themselves everywhere: the site, the ads and the inbox told one story. Time on product pages rose, and the launch emails became the brand’s best-read sends to date — in their words, “the first copy that felt like us.”

1 voice

across site, ads and email

product stories rewritten

3 weeks

from brief to launch

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