the Candace Wolfe Design brand

​After being frustrated with the mis-representation of the interior design industry on TV and social media, the goal was to educate potential clients on the value of hiring a designer. 
There's a misconception that designers pick paint colours and pillows, and while there is some of that, there's a lot more to the role than meets the eye. So the brand strategy 'beyond the pretty' was born.

Renovations are messy, full of surprises and never completely turn out the way you envision. At Candace Wolfe Design we used to say the magic does NOT happen after the commercial break.

It was important for me to take the the audience along for the journey through a renovation.

So rather than just sharing pretty pictures AFTER the project was complete, we used social media to share the process, the hiccups, and the 'oh shit' moments. We even answered questions with an Instagram Stories Series called 'Riding in Cars with Designers.' ​

Beyond the Pretty was thread into everything we did at the firm including the messaging on the website, site signage, press and speaking events. I believed in it so much I even put it on a t-shirt.

The brand persona was that of a cheeky teacher - always educating but having fun while doing it. That's what 'beyond the pretty' represented.