GrainDesignoffice – Communication strategy

In an increasingly crowded and competitive market, even the most talented design studios face a critical challenge: how to stand out in a sea of sameness. That’s why Grain Designoffice, an interior design studio based in Knokke, approached us  to help them define a new, sharper market positioning that reflects their expertise, sets them apart from the competition  and drives real results.

Background

The world of interior design & architecture is more vibrant than ever, but also more competitive and complex. In recent years, the industry has seen a significant shift, with both opportunities and challenges arising from changing consumer behavior, digital transformation and evolving client expectations.

One of the biggest challenges interior design studios face today is oversaturation. The market is crowded with independent designers, boutique agencies and even larger firms offering interior services as part of broader lifestyle or architectural packages. This makes it harder for smaller or mid-sized studios to stand out, even when the quality of their work is exceptional. Another key challenge is the rise of DIY culture and digital platforms. With Pinterest, Instagram and online design tools at their fingertips, clients often come to the table with fixed ideas and expectations, sometimes unrealistic ones. Designers must now navigate the fine line between creative freedom and client control, while still delivering a tailored and professional result.

The shift toward online presence and digital marketing has also created pressure. Great design alone is no longer enough; firms must now invest in personal branding, content creation, SEO and social media visibility to stay relevant and reach the right audience. Yet, many studios lack the resources or strategy to do this effectively.

1) Market and competitor analysis

The collaboration began with a comprehensive market and competitor analysis, focusing on 10 direct competitors, ranging from boutique studios to larger agencies that also offer the same services. This deep dive gave us valuable insight into how others position themselves, what types of clients they attract, which channels they prioritize and where Grain had the opportunity to differentiate.

What became clear from this analysis was that strategy and sales in this sector are often underdeveloped, leaving room for smarter and more distinctive communication. This allowed us to shape a creative approach that wasn’t just aesthetic, but also strategically sound.

2) PR Strategy

Beyond positioning, we also looked closely at (inter)national PR efforts and personal branding. While the quality of Grain’s work spoke for itself, it wasn’t always getting the visibility it deserved. There was huge potential to strengthen their founder’s voice, as well as the studio’s broader narrative, both key elements for building trust and recognition in the design world.

3) Digital and performance

We also took the time to analyze the ad strategies of competitors, learning where others were investing and which platforms they were neglecting. These insights fed directly into our own media approach, helping us make smarter choices when it came to paid visibility.