Overview
In 2024, I partnered with Studio AA Interiors, a Toronto-based interior design firm led by designer Ariel, known for crafting refined residential and commercial spaces that balance elegance with functionality. The project encompassed a full website design and development, alongside a digital marketing strategy tailored to position the studio in a competitive, high-end Canadian market.
This was not a template job — the site was built on the Archi framework but reimagined from the ground up: layout structures, visual hierarchy, typography pairings, custom color systems, interaction details, and content architecture were all rebuilt to reflect the studio’s distinct aesthetic identity.
Scope of Work
Web Design & Development
A heavily customized WordPress build using the Archi theme as a structural starting point. The final product bears little resemblance to the original template — every section was adapted to match the studio’s visual language: clean lines, elevated photography, and a restrained color palette that lets the interior work speak for itself.
Key technical components included:
- Full WPBakery layout customization
- Revolution Slider for immersive hero sections
- Brevo newsletter integration with a custom-styled subscription form
- WonderPush push notification setup
- Contact Form 7 for client inquiries
- W3 Total Cache configuration for performance
- Mobile-responsive optimization across all breakpoints
Digital Marketing Strategy
A comprehensive marketing plan was developed to introduce Studio AA Interiors to a broader audience across digital channels. The strategy addressed brand positioning, content pillars, platform selection, and paid media recommendations — designed for a boutique studio entering a market that was navigating economic uncertainty in 2024.
The plan was crafted with the studio’s specific client profile in mind: a discerning, design-conscious audience that requires trust, visual consistency, and long-term nurturing rather than high-frequency conversion campaigns. The strategy prioritized Instagram, Pinterest, and Google as primary channels, with an editorial content approach that emphasized project storytelling and the design process.
Email Marketing & Newsletter System
One of the most enduring deliverables of this project is an active email marketing ecosystem built on Brevo, designed to nurture the studio’s audience over time. This is not a one-time campaign — it is an ongoing relationship-building engine that continues to operate today.
The system includes:
- Referral campaign — a structured program to encourage existing subscribers and clients to refer new contacts to the studio, leveraging word-of-mouth in a market where trust is everything
- Welcome & nurture sequences — onboarding flows designed to introduce new subscribers to the studio’s philosophy, process, and portfolio
- Value-driven newsletter content — recurring sends with interior design tips, trend insights, and topics of genuine interest to the studio’s audience, positioning Studio AA as a trusted voice in the space
- Seasonal email templates — a complete library of designed, ready-to-use templates for key moments throughout the year (holiday seasons, design week, spring refresh, etc.), ensuring the studio can communicate consistently without starting from scratch each time
This email infrastructure reflects a long-term thinking approach to marketing: instead of chasing short-term conversions, the strategy focused on building an audience that stays warm, engaged, and ready to act when the right moment arrives.
Challenges & Context
Marketing a high-end interior design firm requires patience. The target client — design-conscious homeowners considering significant renovations — operates on long decision cycles and is rarely moved by a single campaign. Paired with a conservative initial budget and the broader economic climate of 2024, the strategy was deliberately built for the long game: grow the audience, nurture trust, and position the studio so that when a prospect is ready, Studio AA Interiors is already top of mind.
The email marketing system remains active and is the most direct testament to that approach.
Deliverables
- Full website design and development (WordPress / Archi)
- Newsletter system setup and integration (Brevo)
- Push notification configuration (WonderPush)
- Referral email campaign
- Welcome & subscriber nurture sequences
- Value-driven newsletter with design tips and editorial content
- Seasonal email template library
- Digital marketing strategy document
- Channel recommendations and content pillars
- Paid media guidelines for Instagram and Google
