Joanna Brinckerhoff came to Pop & Grey when she decided it was time to really establish her expertise in the interior design world. She had extensive corporate and entrepreneurial experience before venturing into interior design, and even though she’s already worked on some beautiful projects, she didn’t have the confidence to put herself out there and claim her space in this industry.
I have so many clients that come to interior design as a second career and bring an abundance of business experience, which serves them so well. But it takes digging into and really establishing their brand to feel enough confidence in their design to really go after their ideal clients instead of just taking whatever comes their way.
Joanna’s classically stylish, sophisticated aesthetic comes together with her approachability, warmth and love of hospitality in her brand design and website. Her logo is clean and classic, and her patterns are sophisticated and detailed. Joanna really loves to entertain and cook for her friends and family, and it has a huge impact on how she designs homes. We leaned into that when creating her tagline and overall messaging that centered on “beautiful living every day,” which, just like her website, feels luxurious but not at all stuffy.
Joanna’s website is a perfect example of why building custom for your needs is so important. A lifestyle blog is central to her brand positioning, so we built it exactly how we want it, and it’s just waiting until she’s ready to create the content to go live. So no need to come back and reinvent the wheel later. In the same way, we built her portfolio with future projects in mind so that she could have writeups for each one, but for now we’re displaying only images until she has a larger arsenal to display. When you know what’s important to your brand and where you want it to go, it’s easy to create a website that will grow with you.
