Is your story important? Does anyone care about your story? And what does this have to do with interior design?
Whether you are marketing yourself or your business, your story has merit. It is about identity, branding and connecting. It is about letting people in a bit. It is about sharing history, experiences and process. It is about your unique reason for doing what you do.
For the past several months, I have been working with a client on a combination of interior design, graphic design, exterior design…it is all intertwined. A successful design laces together all these design elements. And that brings me to “the story.”
Even Facebook features a section to tell “your story.” Yet, my client resisted presenting/using the story of this new business venture as a part of the design. He told me that was “so seventies.” That he had read that it was a dated concept that was no longer relevant. I begged to differ. For months I begged to differ! We agreed to disagree.
I believe that this is similar to many interpretations of design. What might be considered “dated” is often the manner in which it is used or done – not the thing itself. Whether a color, a font, a style of furniture, a wall tile or wallpaper, an architectural detail or form…so many design elements are considered dated due to their context. Often, this is fair to observe. But, mix it up a bit and use things differently or with other different elements than the original trend presented and – Voila! You have a perfectly valid, even fabulous design – think outside the box!
The idea of a “story” is not unlike the “mission statement” which became a standard feature decades ago in every company’s presentation on printed media, lobby plaques, conference room walls, break rooms… Some say it is passe, but when something is good and has meaning – re-consider. Like “the story”, “the mission statement” identifies goals and intent…when paired with the story, it provides an overview of the who, what, why that inquiring patrons want to know.
So back to the story…about “the story.” When a business or any concept is respected or liked, revered or praised, it is natural for people to wonder “How did they get started?” “How did they come up with this idea?” “What is their history in this business?” These are common questions that clever ideas or designs invite. So why not satisfy that interest, create a buzz…Let’s give them something to talk about!!!
In this world of disconnection, making connections seem all the more important. What used to be a natural exchange – of communication, ideas, sharing – is now something that has to be inserted with greater intention.
So this new business, for which I have been designing, is a barbeque establishment. There are a million. They have certain things in common. Without my enumerating them here – can you envision some common denominators that you might connect with barbeque joints? As is true with any venture, I asked: “What makes this one different? Better barbeque? Maybe. Cool interior? Hopefully. Are those the only unique traits? Is that the memorable take-away? It certainly isn’t a bad one – the idea is to have great food – and a fun environment, but what else might contribute to the experience of this barbecue being unforgettable? What might you have, to tell your friends, to spread the word?”
My opinion was a combination of an intriguing brand and “the story.” But before I go further, they coined a word to express their beer brewing prowess – exbeerience! This will enter into the story as we go along.
Now maybe my opinion about their story was so worthy of consideration because there was so much to this story. That certainly helps. It happens to be a great story with layers of interesting twists and turns – riddled with history and significance. Plus, it had a local interest angle that has the potential to create a buzz far beyond their actual location.
To begin to tell the story, I encouraged the development of a unique logo for this specific branch of the brand. Taking the lead to design it, and incorporating it into interior/exterior design was part of my vision for a complete design package and presentation. Extracting from the story to create the logo seemed natural. The private persona was becoming public.
As we developed the logo, featuring a wood-carved graphic of an original log cabin/smokehouse, the story was recorded and edited down to a summarized version.
It was available for printed material, social media, and as art to be presented on walls. Yes, it was intended to become a decorative element too.
The Story became a focal piece in the interior along with authentic, original photos of the log smokehouse and an interpretation of patchwork quilts entitled Urban Piecework made from leftover ceramic and porcelain tiles, glass and clay assembled in wall-mounted panels throughout the interior and exterior spaces.
Connecting with patrons, followers, clients, friends, family and acquaintances is valuable. As a business, it wraps who and those elements that are important to you in a familiar cocoon of context. It can instill a level of comfort and confidence in addition to sparking additional interest that might have taken longer to establish, without the introduction of your story.
It was a privilege to promote, extract and produce this story and contribute such an important and valuable element to this business’s marketing and solidifying it’s new, exciting chapter of their brand.
Consider your story. Own it. Share it. Celebrate the uniqueness of your story. Design with your story in mind.
