Format

Format is a rare company that blends interior design, craftsmanship, and construction. However, many people confused the brand with a ready-made furniture provider, something they were far from. When they came to us, it was clear that they needed to revise their positioning and brand pillars. I collaborated with Bolden to run in-depth workshops in which we redefined Format’s mission, vision, differentiating factors, brand promise, and personality.

After cementing a new strategic brand direction, I developed a new brand narrative and tone of voice. The new messaging would showcase the brand’s ambitious and innovative spirit, the boldness behind its young founders, its personalized and intimate relationships with its clients, its premium offerings, and its future-driven vision for design and sustainability. The first step in the communication was ensuring people knew this was not a furniture seller but a designer of complete living spaces.

Using this new tone of voice and pillars, I developed copy for the brand’s new website, newsletters, case studies, and a new content system for their social media. I also created social media guidelines to guide Format with written and visual content, offering art direction recommendations for a more editorial and interactive approach.

The result was a fresher and more outspoken Format, ready to take on the world of interiors and craft.

Client: Format

Role: Communication Strategy, Copywriting, Photography Art Direction

Agency: Bolden

An overview of the new social media system created for Format, a blend of visuals and bold written content that would express the visionary personality of the brand.

Example of carousels to expand on the brand's premium materials in more detail in their social media content.