Insidesign
Insidesign was a destination for superior products and services designed for residential interiors (the company was acquired in 2020). I accomplished the work shown here during my time as Insidesign's Director of Brand Marketing, where I served as a one-person marketing team for three years.
Insidesign was a destination for superior products and services designed for residential interiors. Insidesign’s experienced team of specialists in cabinetry, flooring, and architectural millwork collaborates to help builders and homeowners alike make a home personalized, beautiful, and comfortable.
As part of a comprehensive rebranding, I introduced new sales enablement tools, beginning with a sales kit to use when introducing consumers to the company and its product lines. Each product group is featured on a separate two-sided sheet, allowing flexibility to tailor a package for each prospect. The custom envelope-style folder accommodates these sheets and others, such as additional product brochures, case studies, drawings, specifications, and estimates.
To add variety to the visual language, I drew monogram icons for each of Insidesign’s three main product categories——cabinetry, flooring, architectural millwork——for use in various print, online, and promotional applications.
The core of the brand program was an ongoing series of case studies, in which completed projects were photographed with the homeowners in their environments. In addition to directing the photography shoots, I interviewed homeowners and Insidesign team members to provide the raw material I used to write the story of each collaboration. The photography from these shoots was also used for print advertisements, and the case studies served to anchor the website, with each story featuring its own photo library. The company’s online presence places customer stories front and center, and includes separate feature pages for each product category. A custom-built image library allows visitors to search for photographs by room or product type.
