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Case study — Interior Studio

# Velvet Interiors: the build that paid for itself.

Velvet Interiors came to us as interior studio operators in Dubai, UAE with a problem that was costing them weekly. The program below is what moved their headline number: +2.2x press mentions.

Fig. 01 — Editorial Content Dubai, UAE

Client
  Velvet Interiors
Year
  2025
Industry
  Interior Studio
Location
  Dubai, UAE

01

The challenge

The product was genuinely different and the copy said 'leading solutions provider': a website, a deck and a sales team all describing three different companies.

Content existed in pockets — founder's head, old proposals, support answers — never mined, never structured, and invisible to prospects until after they'd already bought.

02

The approach

We started with excavation: founder interviews, sales-call recordings, support-ticket mining and proposal archaeology — the company's real expertise, transcribed and catalogued.

A voice system came next: vocabulary, sentence shapes, banned phrases and before/after rewrites from their real pages — so every writer after us, internal or external, starts calibrated.

Measurement tracked engagement-depth and sales usage, not pageviews: which assets reps actually send, which pages visitors finish, which lines get quoted back on calls.

- Newsletter relaunch with a one-idea-one-story-one-ask promise
- Editorial calendar tied to questions from sales calls
- Brand voice system: vocabulary, shapes, bans, before/afters
- Case study library rebuilt on the stakes-decision-numbers formula

03

The results

R—01 -31% Sales-cycle length
R—02 18 Keywords ranked from new pages
R—03 2 Pieces cited in industry press
R—04 +57% Assets used by sales team

> They wrote the case studies our sales team had been begging for — in the voice I would have used if I had the time.Marc Doyle — Director, Velvet Interiors

04

The gallery

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