Far North Interiors
Re-brand, Messaging & Voice, Identity Design, Collateral Design
Far North Interiors is a Minnesota-based interior design firm. They needed a professional yet fun brand identity that would speak to their work, as well as attract their target audience. Our objective was to diagnose their current brand perception and develop a more accurate representation of who they are.
We identified the target audience, developed a brand voice, and built out a consistent identity across numerous pieces of marketing collateral.
Ideal Client Persona
We first outlined a client that would be ideal for FNI. We discovered that they have already worked with a number of their ideal clients, but risk losing them to other interior design professionals in their local area. One reason being, they don’t stand out among the crowd. We constructed an in-depth user persona to help us uncover how to attract this type of client, as well as how FNI can serve them in additional ways where their competitors cannot.
Research & Strategy
After taking a look at their competitors, as well as brand attributes and ideal client, we discovered how FNI can stand out among their peers - this was in the types of clients they take. Within our research, we discovered that FNI loves to take on lake home projects. In fact, it’s what they’re best at. Since we uncovered that the ideal client was an outdoors-lover, enjoys strong relationships (*ahem*..trust factor), and likes a professional demeanor with a little touch of humor thrown in, we were able to infuse FNI with these personality traits to make the brand a perfect match for their ideal client.