Project: Content Marketing (Website Content)
Clients had always loved Paula Grace’s work as an interior designer, but she longed to find a way to clearly explain her innovative design process from the outset – and to demonstrate exactly how she achieves better end results for her customers.
As a former practicing psychotherapist, Paula Grace brings a fresh vision and unique approach to her work as an interior designer. By marrying artistry, skill, and deep psychological insight with the principles and elements of quality design, she’s able to interpret her clients’ sense of self and help them reveal it to the world.
Unlike many interior designers, who develop a distinctive “look” that stamps every one of their projects, Paula Grace works closely with each client to create a design that’s tailored to their specific needs and style. She does this because, as she says, a home “should be a place where you feel at peace, where you function effortlessly…It should feel completely your own – your sense of self should envelop you from the moment you walk in the front door.”
I was hired to develop much of the content for the new Paula Grace Designs website. Because Paula Grace works in such a visually-intensive medium, I knew we needed to take a bold approach to telling her story through images as well as words. We also wanted visitors to her website to clearly understand how Paula Grace works and what makes her so different from her competition.
I found the solution during one of our research calls, when Paula Grace mentioned a book she had recently prepared and given to a client – a professional couple who had hired her to reimagine all the major public spaces in their home. Through words and beautiful, glossy photographs, this book celebrated the design project that Paula Grace had just completed for the couple, which they loved.
When I saw the book, I realized it gave us the perfect model for the story we wanted to tell on her website.
Inspired by this book, we created what is, in effect, an open letter on the web between Paula Grace and her client. This letter tells an engaging story that draws the reader in and provides a captivating, behind-the-scenes window into the interior design project as it evolved.
The following is excerpted from the Featured Project on PaulaGraceDesigns.com…
Welcome to your home. I’m glad you invited me in.
When you first brought me in, you tried to describe what was missing…why your house didn’t feel like your home. You said you thought every room looked the same. I understood the house did not reflect who and what you are today. You told me you wanted something different, something with color and grandeur…
This is your sumptuous living room full of rich color and lush fabric. I remember when you were nervous about the green ceiling, but you trusted me. When the room was near completion, I enjoyed watching you stare at it all, then turn to me and say, “I just love this room.”
Your elegant dining room is one of my favorite spaces. I adore the rug I designed for you. Simple and sophisticated. I hope you enjoy many dinner parties here surrounded by shimmering texture and crystal with your grand pop of orange.
More glorious color in the great room. You wondered how the highly saturated drapes would look. I remember when you first saw the room completed, you called to tell me that you had just experienced exactly the feeling you wanted others to have when they first enter this room ~ awe…
See the full story on the Paula Grace Designs website.