Interior Define v2
Reinventing ID's core brand, digital product, print collateral, and retail experience.
NPS score
73% up
Conversion rate
1.8 to 3.5%
Instagram followers
45k to 150k
Retail expansion
3 to 6 stores
One-off excerpts
3D rendering showing different cushion types
Chicago flagship store signage
Art direction: Christopher Branson. Design: Julie Jun
Building a new content library
One of the first orders of business was to create new guidelines for Interior Define’s brand photography. This included: hiring and recruiting a production team, scouting locations, casting, art direction on set, and holistic creative direction during the rebrand project.
Core web components
Director of Product Design: Alistair Porter. Product Designer: Kate Doornbos
ID in the real world
Although Interior Define is a digitally-native direct-to-consumer company, conversion in-store is equally important (if not more) as shopping online. Our goal was to bring a high level of tangible design to the in-person customer points while also empowering the sales and trade side of the business.
San Francisco guideshop schematic
Other social/digital excerpts
Instagram grid and post style
Built in Chicago
With $15M in new funding, Interior Define will now let you shop for sofas in AR
Site Inspire
Website redesign featured in the furniture category
Tech Crunch
Interior Define, the custom furniture startup, opens new location in SF
Forbes
Rob Royer's Interior Define Hopes To Redefine The Furniture Market
Brand
Product
Founder/CEO: Rob Royer
Design partner: Eileen Tjan
Brand partner: OTHER Studio
Senior Art Director: Christopher Branson
Photo: Carolina Rodriguez
Creative Producer: Emily Donelan
Director of Product: Alistair Porter
Director of Content: Amanda Nyren
Design support: Julie Jun
