Serena & Lily Interiors aimed to give new positioning 
of our complimentary design services to elevate and differentiate our offerings from those of competitors. The ethos was that each project is a celebration — of our client, the architecture of their space, and the curation of their furnishings. The spirit of warm hospitality is integral to every step of our collaboration.

Previously, there was no official name for this sub-brand of design services. It had been previously communicated numerous ways, but a survey done found that many customers still didn’t know this offering existed. Along with my Art Director and VP of Storytelling, we researched design and copy angles to set us apart from other brands. We came up with “Serena & Lily Interiors”, which felt like it could be its own interior design firm, while pivoting from the brand’s classic palette of blues and going for more creams, earths, and blacks.