Boston Interior Architecture Firm Charles Street Design Rebrand
Client: Charles Street Design, Interior Design and Architecture
Website: www.charlesstreetdesign.com
Project Overview:
Jeff Swanson, owner of Renovation Planning & Interiors, sought to retire and potentially sell his firm. Recognizing the outdated identity of his business, he approached Agency BEL for a rebrand that would position the firm as a luxury whole-house remodeling and interiors firm. The goal was to modernize the brand, making it attractive to potential buyers or firms interested in merging, ensuring the firm’s continued success and relevance in the market.
Objectives:
- Rebrand Renovation Planning & Interiors to reflect its evolution into a luxury interior design firm.
- Develop a new brand identity, name, and strategy that align with the firm’s expanded services.
- Enhance brand visibility and appeal to architects, interior designers, and aesthetically driven service businesses.
- Position the firm to attract potential buyers or merger opportunities.
- Facilitate a smooth transition for the owner by addressing the emotional aspects of rebranding.
The full length launch video. These launch videos announced the change from Renovation Planning & Interiors to Charles Street Design after 20 years.
This is the bite sized launch video. Both were used in a series of Linked In campaigns, as well as a phased email campaign.
Strategy:
1. Brand Naming and Identity:
- Renamed the firm from Renovation Planning & Interiors to Charles Street Design, reflecting its location in Beacon Hill and its refined approach to luxury design.
- Developed a new logo, color palette, and visual identity that convey sophistication and quality.
2. Customer Persona and Market Positioning:
- Created detailed customer personas to understand the target audience better, focusing on high-net-worth homeowners seeking luxury home renovations and interiors.
- Positioned Charles Street Design as a collaborative partner in the design process, working closely with realtors, architects, builders, and landscape architects.
3. Brand Strategy:
- Developed a comprehensive brand strategy that emphasizes the firm’s commitment to luxury, quality, and personalized service.
- Crafted messaging that highlights the firm’s 20-year history, awards, and features in prominent magazines, reinforcing its reputation and expertise.
- Positioned the firm to be attractive to potential buyers or firms interested in merging by showcasing its refined and updated brand.
4. Marketing and Communication:
- Created a robust Marketing and Communications Strategy.
- Designed marketing collateral, including brochures, business cards, and a new website, to showcase the updated brand.
- Implemented a PR campaign to announce the rebrand and communicate the firm’s expanded vision and services.
Execution:
Laura Sauter, leveraging her extensive experience in branding and marketing, led the rebranding project. The team focused on creating a sophisticated and cohesive brand that would resonate with high-end clients and partners in the design industry. Laura’s skill in mediation and listening played a crucial role in addressing the emotional aspects of rebranding for Jeff, allowing him to relax and embrace this new transition.
Results:
- Increased Brand Recognition: The new brand identity and strategic marketing efforts significantly enhanced Charles Street Design’s visibility in the luxury interior design market.
- Client Engagement: The refined brand image and targeted messaging attracted new high-end clients and strengthened relationships with existing ones.
- Attraction of Buyers: The updated brand positioning made the firm attractive to potential buyers or firms interested in merging.
- Successful Rebrand Launch: The press release announcing the rebrand and the new website effectively communicated the firm’s expanded vision and services.
Testimonials:
“Laura did a phenomenal job listening! A lot of designers fall into applying their own personal preferences instead of listening to their client. She took our opinions and filtered them through her own creative lens. We really liked how she attacked the problem from many angles and gave us so much to think about.”
— Jeff Swanson, Founder
“Personally, I was surprised about how my initial opinion about what I thought I wanted shifted once I heard your presentation and had some time to reflect on your recommendations. You helped us really hone in on our target market. We are much more clear now.”
— Bradley M. Cashin, Charles Street Design
Conclusion:
The rebranding of Charles Street Design successfully transformed the firm’s identity, aligning it with its expanded services and target market. By leveraging comprehensive branding strategies and creative design, Agency BEL helped Charles Street Design establish itself as a leader in luxury home renovations and interiors. The new brand not only enhanced client engagement but also positioned the firm for potential acquisition or merger opportunities.
Insights on Branding for Small Business Owners:
Branding can be an emotional journey for small business owners who have built their companies from the ground up. Effective rebranding requires careful mediation, active listening, and a deep understanding of the owner’s vision and goals. Laura Sauter’s approach enabled Jeff to embrace the transition, ensuring a successful rebrand that set the stage for future growth and opportunities.
For more information on our branding and marketing services, visit Agency BEL.
Designed marketing collateral, including stationery, business cards, and a new website, to showcase the updated brand.
Charles Street Design Social Media Instagram Launch
Charles Street Design Media Placement
You have a life. We design for it.
Charles Street Design is a luxury design and planning firm with over 20 years of residential planning projects in the New England area and beyond. They work with all collaborative partners – realtors, architects, builders and landscape architects – to ensure that their discerning clients are in love with their finished living spaces. For more information
Agency Bel has been the offsite creative marketing go to for Charles Street Design since 2021, implementing advertising campaigns, email marketing and on demand creative services. Ad placements in New England Home, and other regional publications.