Branding for Creative Businesses: a case study of John Evans Interiors

March 2, 2011

Branding, Marketing, Copywriting for Creative Businesses is about tailoring your content to the target market.

Be it a creative business that supplies to consumer or business, it’s a question of using the right language, tone and mix of visual and written content.

In a project I completed for John Evans Interiors, I was asked to create, research, design and write new materials to publicise the practice’s strong style, 30 years of experience and knowledge, to it’s existing clients and new markets.

Marketing Materials for Interior Design

Producing renewed marketing materials was the first task:  identifying the target markets, and subsequently deciding which kind of materials to develop to reach those markets, without spending excessive money on too many different items.

2 printed items were developed: A brochure for prospective clients and interested organisations, and a folded card Leaflet, easy to push into envelopes to send to press, clients, suppliers.

A brochure was developed, to act as a professional profile.  What resulted was a 35 page A4 Spirobound brochure; which pulled together the vast folio of work amassed over the practice’s history.  This is a very professional, heafty document for an Interior Design practice, focused on not just visuals of work but the information to back up the practice’s claims of professional practice.

Resources, services and a large section dealing solely with Working Practices were added; the stages of work a client could expect to go through with their project.  While it can seem a little dry or uninteresting, showing that as a designer or craftsperson, you follow guidelines, codes of conduct and a strategy, really does reinforce a reputation!

Additionally, a smaller A5 trifold leaflet was produced to insert into letters and to be sent out with press releases, christmas cards, project updates and correspondence.

This project is featured on my portfolio page on Behance - click to see more Branding work.

Brochure and Leaflet for John Evans Interiors

Brochure and Leaflet design and copywriting for John Evans Interiors

Digital Content for Design Companies

I have written about this website before and the services I provided, but wanted to share more about the project in the context of copywriting.

For John Evans Interiors, the brief asked for a content managed website, which held a large portfolio of photographs, visualisations and sketches associated with sectors of work, and inidividual projects completed for clients.

The Home Page from http://www.johnevansdesign.com changes every few seconds to another background image

Copywriting for Interior Design

Copywriting was integral and important to the website; not only to describe the visual content to viewers; but to add value to the website’s content, it’s optimisation and attractiveness to search engines.  It was essential the site was designed to be future-proof, with blog RSS feeds, and any social media activities undertaken by the business.

Tailoring the content to the businesses brand meant learning to talk and write like the principle designer, in this case John Evans, I quickly realised that as the design practice was his enterprise, it would be important to use language that he would in normal business life, (a combination of technical, architectural references and direct description).  Injecting creative writing into the mix, gives the website and brand a professional vigour; softening the technical aspects of design to make written content understandable and enjoyable to read.

See more of the website project on my Behance portfolio

A project portfolio page from http://www.johnevansdesign.com


Trends and analysis

December 15, 2010

Over the next few months I will be working on trend research; investigating and analysing trends in relation to the Design industry.

Formally, this work will be collated into exclusive Trend Reports, offering critical analysis of emerging markets and business in the creative industries that impact on Interiors, Homewares, Retail and Consumer Goods, available to buy.

Informally, I am collating free tidbits of information to share with readers and interested parties, which I will be showcasing on my Blog

To keep up-to-date with information I suggest subscribing to my site (click the button at top righthand sidebar).

Please contact enquiries@laurakatri.com with any questions.


Styling for TV: ‘The Heist’ by Adopted Films

November 10, 2010

I’ve recently provided TV props styling and on set art for this commercial for one of the UK’s market leading Tool and Building supply companies, Toolstation

Credits:

Client: Toolstation

Director: Mark Sheldon of Adopted Films

Producer: Nick Hancock of Active Pictures

DOP: John Slane


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