When Tampa Interior Designer, Melissa Moore, and General Contractor, Justin Sheridan decided to collaborate on a business idea, they conceptualized a high-end design studio and showroom. They desired to create an elevated customer experience, where all things from flooring, tile, and cabinetry to design consultation to remodeling and reno could be handled in-house for a stress-free customer experience. In addition, the studio would have a special space to invite other designers to bring in their clients and source the studio for their project materials.
Needing a website and interior design copywriting, they booked an extended VIP Experience (website and copywriting delivered in 4 workdays!) for All Things Kitchen & Bath/ATKB.
Located in historic Ybor City, ATKB is slated to open late this summer. Walking the streets of this Tampa neighborhood, you’ll hear the sounds of the roosters that stroll freely on its streets (think Key West) and see the old cigar factories that hold the ghosts of the Cuban cigar rollers who settled in the area in 1885.
Vicente Martinez Ybor, a Spaniard who began his cigar company in Cuba and later moved it to Key West, needed to relocate once more due to labor and transportation issues. Tampa, a then-small Florida city, offered good port access and necessary humid weather for the tobacco leaves.
You might be thinking I’m simply offering a history lesson. And while I love facts and history, we needed to craft a brand story for ATKB that set them apart among other Tampa interior design studios. As a clinician in my career past, research falls on par with my love for the actual writing in copywriting. Whether I’m researching your competitor’s message, your company’s roots, or hunting for interesting story nuggets to drop into a brand, you’d better believe I’m going to dig deep!
So, bringing a few elements together… Melissa hails from the historic city of New Orleans, and her personal design firm, Southern Sass Interiors & More, pays homage to her hometown in brand elements, including the widely recognized symbol of New Orleans, the fleur-de-lis. She shared with me that the brick streets, casitas (small colorful houses that once housed the cigar workers), and iron balconies felt reminiscent of her hometown. Remove the chickens, replace salsa with jazz, and trade your deviled crab and mojito for some crawfish and a hurricane, and you might wonder if you were in The Big Easy.
But, if you look just to the west, over the old cigar buildings, you’ll see the ever-rising modern Tampa skyline.
All of these little details filled the pages of my planning notebook, along with the notes from conversations with my client. The brand message needed to be high-end but friendly and reflect a modern, on-trend brand with a nod to tradition.
Pen to paper (always erasable gel ink on journal brainstorming pages and then to the keyboard), I went to work to write copy that embodied:
Once the seven pages of copy were reviewed and given my client’s stamp of approval, they were tucked into their file and shipped off to the brand and design team at The Mug Creative.
Just a side note- If you’re talking to website designers, be sure they understand that copy comes before design and not the other way around. It’s not a copywriter’s job to fill in template boxes and awkwardly create verbiage for predetermined spaces. Off that soapbox… let’s move on!
The Mug Creative did a great job designing a simple word logo and a site that pulled in a simple color palette with elegant fonts. And the copy was laid out in an easy flow.
Are you an interior designer, decorator, or architect needing a messaging makeover? Are you starting a new studio or firm and want to stand out in your market? Did you gain inspiration from this Tampa interior design studio?
It’s a competitive business; custom messaging can tip prospective clients in your direction and help your site get all the Google love and rank. Contact us today to book your project, or follow us on Instagram for copy tips and inspiration.
About Geneva Maresma, Tampa-based copywriter and content writer
Geneva Maresma is a speech-language pathologist turned copywriter who loves words, wine, beaches, and cats- but not particularly in that order. As a writer with a behavioral health background, she loves helping businesses develop emotionally intelligent messaging that moves minds and invites audiences into brand stories.
Subscribe to my email list for copywriting tips and tricks for your content marketing strategy.