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 ContentDubai, UAE
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.
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
The results
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
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