CASE STUDY - ALICIA HOLZSHU DESIGN + BUILD

INTERIOR DESIGN | CLIENT SPOTLIGHT: PORTFOLIO

Alicia Holzshu is an Interior Designer based out of Chambersburg, PA. She has an incredible eye for design and was in need of a professional and approachable aesthetic to help her convey her talents with the rest of the world. We thought it would be fun to share a bit of our process and how we created this one-of-a-kind identity for Alicia.

We start all of our projects by going through some type of strategy based on what is required for the project. True to our studio name, we will always make sure to spend time talking about the people behind the business - the ones that created it and the ones that will support it through their patronage. This generally takes the form of the culture, customer, brand narrative, and key insights from the market research that is done on our end. Once we are all in alignment and agree on the strategy, we can then begin on the design elements. A few key items stood out as we were going through the strategy phase…

“Thank you for all of this! Seeing it in writing makes it more real and is giving me the push I need.”

ALICIA | FOUNDER, DESIGNER

Number One

We wanted to highlight the fact that in addition to her eye for design, she also had experience with the construction side of the business. So, we changed her tagline from “Interior Design” to “Design + Build’ and added “Full Service” onto a few branded elements - subtle but impactful.

Number Two

Another area where this lived is in the actual brand mark itself. We knew we wanted to have a simple mark that could be versatile for her marketing collateral and easily recognizable. She wanted to use the letter “H” as a mark so we used this opportunity to mimic the foundation of a home. To help illustrate that, we exaggerated the serif on the custom wordmark and extended the sides to create balance and structure - everything you need when building a home.

(We Love Typography.)

Since we wanted the “H” mark to remain consistent with the rest of the brand aesthetic, we decided to create a custom wordmark to go along with the brand identity. To do this, we used Baskerville Old Face (one of our favorite classic typeface’s) as a starting point. From there we rounded the edges, narrowed the spines and stems, and elongated the serifs of the letters to create a custom wordmark that felt professional and approachable.

Number Three

The third piece we wanted to highlight was the fact that she was splitting her time between Philadelphia and Chambersburg PA, which are only a few hours away from each other. She wanted to have a cohesive identity that also tied her to each location - positioning her as the preferred partner in the general area. To do this, we created simple line graphics of each location that can be used on business cards, as background designs, and on marketing collateral.

A Truly Unique Identity

Over the years, we have noticed that the projects that have had the most success are the ones where we work on the external visual aesthetics, as well as the internal strategic framework. Both parts feed into one another and once you have a truly unique identity that you can be proud of - well, that energy and confidence carries through the rest of your business. It effects the way you show up for business - in the best possible way.

Are you feeling inspired by this project and interested to learn more about want to see what we can create together? Click the button below to start the conversation.

If you are interested in seeing more of Alicia’s project, click here

FURTHER READING