When interior designer Mary Spalding contacted me for my services, she was weeks out from launching her blog Spalding Way. But with only a basic website up, she needed to more clearly define her brand as an interior designer, antique dealer, and lifestyle blogger. Mary had an idea of the direction she wanted to go but hadn’t articulated it fully. And, as a result, she wasn’t quite clear about the steps she needed to take to get there.
As a brand strategist, our early work together included helping her define her target audience, write her mission and vision statements, set a calendar and plan for growing the site content, and develop copy for various sections of her website.
For Mary, whose impeccable taste is a critical part of her brand identity, having a gorgeous site aesthetic was a high priority. I brought in my husband, graphic designer Tim Delger, to create a new logo, colors, and recommendations for the website layout and fonts, making a powerful brand aesthetic throughout the site. You can read more about the story behind Mary's logo here.
As we moved forward on the blog, I also managed executional elements, such as setting up various social media properties and email newsletter software, overseeing the vendor developing the online store, and creating internal systems to support collaboration like Google Drive and Dropbox.
We set a clear direction so that Mary could begin to explore how she would turn her once brick-and-mortar store—Spalding Antiques—into a lifestyle destination that included her online store and lifestyle content, Spalding Way.
Today, Mary’s blog is thriving with dedicated fans, entertaining stories, and gorgeous products. Moving out of a leadership role during Mary’s launch and growth mode, I am now a critical support player on her team. I help Mary with content ideas, oversee any kind of technical needs and requests (from our talented development partner, Nashville Geek), and I’m her on-call “gut check” when Mary is exploring new ideas and partnerships.
Mary has been a wonderful client, eager to grow, learn, and challenge herself to get out of her comfort zone. Learn more at SpaldingWay.com.