Old Soul’s founder, Krystal, was in the midst of a full rebrand when she reached out for help; her current website wasn’t communicating her expertise, vision, or voice to potential clients. We set out to articulate her unique value through client-focused copywriting for her new interior design website, with a voice as elevated and approachable as the spaces she creates.

Creative / Down-to-Earth / Honest / Eclectic / Collaborative / Playful-Yet-Professional

After diving deep during a 3-hour strategy session with Krystal, interviewing the studio’s past clients, and researching competitors and market keywords, we started developing a messaging strategy to speak to Old Soul’s ideal clients and set the brand apart.

During interviews, Krystal’s clients repeatedly expressed that she was knowledgeable and well-connected in the design and construction industry, honest and direct in her communication with them, and skilled at helping them articulate their visions and bring them to life. These key selling points guided our messaging strategy.

We wanted Old Soul’s new messaging to feel like a down-to-earth chat with Krystal at the design studio — clear, casual, conversational language packed with the kind of knowledge and experience she and her team bring to any project. 

Our competitor analysis showed that a lot of interior design copywriting tends to overfocus on the design studio’s brand, rather than the client — which is one of the most common mistakes I see as a copywriter. So, by speaking directly to Old Soul’s potential clients and keeping copy clear and engaging, we positioned Krystal as a designer who puts each client’s story and style first.

Old Soul’s new website finally captures Krystal’s unique voice and value, showing prospective interior design clients how she can help them create a space that feels like home.

Throughout the site, we emphasized clear headlines and calls to action, prioritized client-focused language like “you” and “your”, and guided readers through each page with the same care and expertise they could experience while working with Krystal.

Contact me to bring your new message to life.