Branding, SquareSpace WEbsite Design, brand voice, content strategy + copywriting

Lake Interiors offers design services as well as unique, comfortable + European inspired home furnishings in their Lakeside, Michigan, shop. Unlike big-box stores, the ladies at Lake Interiors help personalize their clients’ homes with custom designs and comfortable + elegant décor.

Their clients and customers live everywhere from Chicago + suburbs to southwest Michigan. Lake Interiors designs from the city to the shore by creating cozy, inviting, and personal spaces, no matter the location.

Copywriter: Jessica Merritt

Our goal for this project was to create a website that was beautiful but also simple + easy to navigate. Lake Interiors needed a site to show off their portfolio of work and raise brand awareness to grow their business.

First, we researched the local landscape to understand who their competitors were, focusing on websites of other interior design studios and home décor shops in southwest Michigan. From there, since they already had a logo, we created a mood board to guide the brand style and establish brand tone. We wanted Lake Interiors to evoke feelings of cozy, relaxed + inspired design. 

Brand Voice

The Lake Interiors brand voice is warm, genuine and resourceful. It evokes the feel of a friend who’s cozied up with coffee, giving genuine, inspired advice from the heart. It is thoughtful, polished and graceful. 

The brand voice does not command, rather, it provides guidance. While the brand voice is professional in manner, it is not authoritative. 

The Lake Interiors brand voice is meant to evoke passion, inspiring potential clients to feel comfortable teaming up with a trusted partner.

Keeping the brand voice in mind, we simplified the content from their original website and wrote new copy to infuse the brand's personality, as well integrating key words to help with natural search engine optimization.

The most important transformation from their original site is the new, more robust, portfolio section that we added to showcase home design projects as well as custom home décor. Each project now has its own page with a gallery of images, designed for easy viewing on mobile or desktop.

We also simplified their store page, choosing more vignette style photography to give customers a feel for the kind of décor available rather than specific product photography.  

Lastly, we added a personalized about section so that potential clients or customers could "meet" the wonderful ladies behind Lake Interiors.  

To see the full website, and learn more about Lake Interiors, please visit them at

Brand inspiration images, other than the beach, are not owned by Hello Gypsy.
thread  /  chair  /  beach  /  dresser  /  waves  /  hammock