For interior designers

A Wit & Craft program

Command premium rateswithout competing on price.

You’re a great interior designer. You’re just not set up to get paid like one.

Book a Brand Strategy CallSee the framework

30 minutes. No pitch. If we’re not a fit, I’ll tell you.

Begin belowEst. Grand Rapids

Here’s what “set up to get paid like one” looks like:

I went from feeling very temporary and unmoored to having solid ground under my feet.

Kyra Gebhard, Founder, First District Designs

She won a competitive pitch in her last weeks of the program.

Most designers don’t get there. They stay stuck, and not because they aren’t talented.

The diagnosis

You don’t have amarketing problem.You have a positioning problem.

You’ve built a business around work you’re good at. That part isn’t in question.

But somehow…

No. 01

You keep losing deals to firms whose work isn't as good as yours.

They close. You don't. You can't figure out what they're doing that you aren't.

No. 02

You quote a fair price. The prospect still tries to talk you down.

You drop your rate to close the deal. Then you resent the project for the next three months.

No. 03

You watch people with less experience win the big clients.

You know your work is better. That somehow makes it worse.

No. 04

You've already tried the fixes.

You rebranded. Redid the website. Hired an agency. Ran a funnel. Six months later, you're in the same spot.

No. 05

Your pipeline swings from feast to famine.

You can't explain why. Referrals save you. Until they don't.

No. 06

You're working harder than you ever have.

Every month feels like starting from scratch.

Some nights, you wonder if you should just go get a job.

Not because you’re not good enough. You know you’re good enough.

Because you’ve been doing everything right for years, and the market still treats you like you’re the same as everyone else.

That’s not a marketing problem. It’s not a skills problem. It’s a positioning problem.

So what actually changes when this is fixed?

The shift

Before vs. afterThe Brand Lab.

Before · No. 01

You brace for price pushback on every proposal call.

After

You lead with the price. They nod and ask when you can start.

Before · No. 02

You lose pitches to firms whose work isn't as good as yours. You can't figure out why.

After

You win pitches before anyone opens your portfolio. They've already decided.

Before · No. 03

You explain what you do a different way every time. None of it quite lands.

After

You have one sharp answer. The right clients lean in. The wrong ones move on.

Before · No. 04

Your pipeline swings from feast to famine. Referrals are your only lifeline.

After

You wake up to inquiries from people who've already decided. The conversation is about timeline, not price.

Before · No. 05

You've rebranded. You've redesigned. You still feel the same as everyone else.

After

Every page on your site says the same thing. Every proposal opens the same way. Clients tell you it 'feels like one voice', without you having to ask.

But I didn’t always see it this way.

Origin

The conversation keptending the same way.

Twenty years building brands for big companies. Same call, every month, with someone whose business deserved better.

Chapter 01

The pattern

I kept seeing the same story.

Talented people. Real expertise. Work that beat the firms they kept losing to. Every one of them stuck in the same loop, working harder than ever, watching less-qualified competitors book out, wondering why the market couldn't see what their work was worth.

“I know my work is better. I just can't get anyone to see it.”

Chapter 02

The failure

The industry had no real answer.

Big agencies charged $50K+ for work built for big companies, slow, bloated, full of deliverables a small business would never use. DIY templates gave them worksheets but no strategist. Freelance designers built beautiful websites sitting on top of no strategy at all.

Chapter 03

The turn

The same call, ending the same way.

A designer would lean forward, half-laugh, and say some version of the same thing: “I love this. I just can't afford this.” Then we'd both go quiet. We'd been having that conversation for fifteen years, walking away from people who needed exactly what we did, because the only thing we sold was the agency version of it.

We weren't pricing them out. The industry was pricing them out. That's when I stopped trying to shrink the agency, and started rebuilding what they actually needed from the strategy down.

Chapter 04

The discovery

So I did the positioning work first.

No templates. No canned decks. Just the frameworks I'd used inside big brand teams, competitive analysis, ICP work, differentiators, Golden Circle, the “Only” statement, applied to small business owners. The shift was immediate.

The transformation

Croze Nest

Went from one barrel sold to one customer → to 500+ custom barrels a year for award-winning bourbon makers.

Studio Chapman

Landed a top-tier client at premium pricing while still in the program.

First District Designs

Won a competitive pitch in her final weeks, by using her positioning document to answer client questions faster than every other designer in the running.

Different industries. Different starts. Same outcome, from commodity to clear choice.

Here’s exactly what changed.

The framework

Three pillars.Nine steps.One outcome.

From blending in to the clear, premium choice in your market.

Most programs fail because they skip straight to the output, a new logo, a new tagline, a new website, without doing the strategic work that makes any of it land. The Brand Lab does it in order.

01

Discover

From in the dark → to informed.

Before we touch any messaging, we figure out what you're actually up against and what you actually bring to the table.

  1. 01.1

    Analyze the Competition

    Map what the top players in your market are really saying (and not saying).

  2. 01.2

    Uncover Your Strengths

    Run an honest SWOT of your own business.

  3. 01.3

    Discover Your ICP

    Define the exact client who values what you do.

What you walk away with

A clear view of the market, your real strengths, and the client worth building your business around.

02

Develop

From same → to different.

This is where most programs stop. We're just getting started.

  1. 02.1

    Find Your Differences

    Pin down what actually makes you different, not the basic stuff you think is unique.

  2. 02.2

    Develop Your Personality

    Build a brand voice sharp enough to repel wrong-fit clients and pull in right-fit ones.

  3. 02.3

    Define Your Market Category

    Claim the space you want to own.

What you walk away with

A real point of difference the market can feel in 30 seconds.

03

Declare

From unclear → to clear.

Strategy is useless if it sits in a doc nobody reads. Now we turn it into messaging you'll actually use.

  1. 03.1

    Write Your Golden Circle

    The Why, How, and What that anchors every decision from here.

  2. 03.2

    Write Your Brand Story

    The story that gets prospects to lean in before they've seen your portfolio.

  3. 03.3

    Communicate Your Position

    The “Only” statement, headlines, and core messages that show up on your site, your pitches, your sales calls.

What you walk away with

A complete Strategic Positioning Document, your brand's North Star, that holds up across every touchpoint.

One thing most branding gets wrong

Positioning is a strategy problem.Not a design problem.

Most business owners, and most agencies, treat branding as a visual exercise. New logo. New colors. A rebrand when things feel stale. The result is a prettier wrapper on the same unclear message.

When you fix the positioning, everything downstream gets easier.

Here’s what happens when designers actually run this with us.

The proof

Three clients.Three transformations.Same framework.

Result 01

Studio Chapman

Interior Design

From fighting for fees → to landing a top-tier client at premium pricing mid-program.

Dru Chapman Lewis knew Studio Chapman delivered real value. She just couldn't say it in a way that earned premium fees. She was stuck in the cycle every designer knows: competing on price, defending her worth, watching deals go elsewhere. Inside The Brand Lab, Dru worked through competitive analysis, ICP refinement, and the Only Statement. The shift showed up before she'd even finished the program.

“I scored a top client. It definitely gave me the confidence to stand my ground and get the fee based on my unique value perspective and positioning.”
Dru Chapman Lewis, Founder, Studio Chapman
Result 02

First District Designs

Interior Design

From imposter syndrome → to winning a competitive pitch in her final weeks of the program.

Kyra Gebhard started First District Designs with the same problem most talented designers have: she couldn't name her ideal client. She couldn't say what made her different from any other interior designer. The competition looked more polished. She felt like an imposter. Through Brand Lab, Kyra positioned First District as a boutique firm offering a concierge-like experience for first-time design clients, regardless of budget or age. In her final weeks, she pitched against several other designers. Her positioning document let her answer client questions in real time. Her competitors kept prospects waiting. She won the work.

“I went from feeling very temporary and unmoored to having solid ground under my feet. I was able to keep my messaging tight and cut out the noise.”
Kyra Gebhard, Founder, First District Designs
Also works beyond design

Croze Nest

Artisan barrel making

From 1 barrel sold to 1 customer → to 500+ custom barrels a year for award-winning bourbon makers.

The framework isn't industry-specific. It's positioning. We've run it for designers, consultants, and (in this case) a craft cooper. Same Discover → Develop → Declare process. Same outcome: from commodity to clear choice.

If this is the kind of outcome you’re after, here’s exactly what’s inside the program that gets you there.

The offer

Here’s everything you getinside The Brand Lab.

A membership for independent interior designers and architects ready to stop competing on price.

Get clear. Get consistent. Get known.

Clear on what makes you the only choice. Consistent across everything you put out. Known in the market you want to win.

Core program
  • 01

    Strategic Training Library

    On-demand training that walks you through the Discover → Develop → Declare framework, step by step.

    Watch on your schedule. Rewind when you need to. The strategic thinking behind every framework, worksheet, and module, ready when you are.

    $2,500
  • 02

    Weekly Group Coaching

    Live coaching every week, for as long as you're a member. Bring your work, your questions, your stuck points.

    Positioning questions don't wait. This is where the refinement happens, week to week, long after the Foundation.

    $2,000
  • 03

    The Brand Lab Collective

    Private community of independent interior designers and architects doing the same work.

    Peer feedback on your positioning is often more honest, and more useful, than feedback from your clients.

    $600
  • 04

    Proprietary Frameworks & Worksheets

    Every tool we use, Competitive Analysis, SWOT, ICP 1-Sheet, Only Statement, Golden Circle, Brand Story, Market Category.

    The exact tools built across 20 years of brand work. You keep them. You reuse them every time your business evolves.

    $800
  • 05

    Your Strategic Positioning Document

    A complete, written positioning playbook, your brand's North Star.

    Every future decision (website, hire, pitch, campaign) gets measured against this one document. It keeps paying off for years.

    $1,500
  • 06

    Monthly 1:1 Strategy Session

    A private monthly session focused on your business, not the group's.

    The group sharpens your thinking. The 1:1 is where we apply it to your exact situation, every month you're a member.

    $500
  • 07

    Brand Voice Engine Pro

    Pro access to the AI agent that learns your positioning and turns your ideas into on-brand content.

    Your positioning is only worth what you do with it. BVE keeps it sharp and turns it into content, week after week. Yours free as a member.

    $57/mo
Bonuses included
  • 01

    Bonus 01: Client Journey Blueprint

    A training that maps your process, the signature way you work with your clients, start to finish.

    Positioning tells the market who you are. Your process is the proof. A clear journey makes your expertise feel inevitable, not optional.

    $1,000
  • 02

    Bonus 02: Authority Engine Marketing

    A training on turning your positioning into a content engine that builds authority in your market.

    Your positioning is only valuable if the right people see it. This is how it gets in front of them, consistently.

    $1,000

Total value

$9,900

If I were to line-item each of these as a one-off, this is what it would be worth, plus Brand Voice Engine Pro ($57/mo), yours free every month you’re a member.

Your investment

$500/mo

A membership. It starts with a four-month Foundation, then continues month to month for as long as it’s working for you. Five spots a month.

Guarantee

If after your four-month Foundation you don’t have clarity on what makes your business different, we keep coaching until you do. No extra cost.

Availability

Only 5 spots per month, so every client gets direct, hands-on attention.

Book a Brand Strategy CallIs this right for me?
Is this for you?

Honestly?Not everyone should be in this program.

Here’s how to know.

This is for you if…

  • You run an interior design studio, boutique practice, solo designer, or allied-trade firm, and you know your work is good.

  • You know you should be charging more. You're tired of negotiating your worth on every project.

  • You've tried the DIY route (templates, courses, worksheets) and realized you need a strategist in the room, not another download.

  • You're willing to commit to fixing the root cause, not chase another quick-fix tactic.

  • You want your marketing, website, sales calls, and pitches to all pull in the same direction. Right now, they don't.

  • You're done being the best-kept secret in your industry.

This is NOT for you if…

  • You're pre-revenue or still figuring out what business you're in. We need something to position.

  • You're hunting for a rebrand. If you want a new logo and a prettier website, hire a designer.

  • You want someone to hand you a done-for-you brand. This is guided work.

  • You need a quick win. Positioning takes time to build, if you need leads by next Tuesday, run ads.

  • You already have crystal-clear positioning and you're just shopping around. Save your money.

  • You're committed to competing on price. This program will make you worse at that, not better.

If most of the left column sounds like you, The Brand Lab is built for exactly where you are. If most of the right column sounds like you, we’ll be the first to tell you, and point you somewhere better.

Questions

FAQ.

The questions every business owner asks before saying yes, and the honest answers.

Doubts about yourself

01

I don't have a brand yet. Am I too early for this?

If you have clients, you have a brand. What you don't have yet is the strategic clarity around it. The Brand Lab works best for business owners who've been at it long enough to know what they're good at, but haven't figured out how to make that clear to the market. If you've been running for a year or more, you have enough to work with.
02

I'm not sure I'm “senior enough” for a program like this.

This isn't a program for people who already have their positioning figured out. It's a program for people who know their work is good but can't explain why in a way that moves the market. Imposter syndrome shows up for almost everyone who enrolls. Kyra came in feeling like she didn't belong in her own industry. She left having won a competitive pitch.
03

What if I don't know my ideal client yet?

Most people don't when they arrive. Defining your ICP is Step 3 of Module 1. We have a full framework, worksheet, and live working session for it. If you have a rough sense of who your best-fit clients are, we sharpen it. If you don't, we build it from scratch.

Doubts about your situation

01

I need results now. How long does this take?

Then let's be direct: if you need a quick fix, you need a tactic. Run ads. Do outreach. Work your referrals. Those will get you activity faster. What none of them will do is fix the reason your business keeps landing in price fights. Positioning is the root-cause fix. It takes time. But it keeps paying off for years. If you're looking for a faster patch, go get it.
02

My industry is different. I'm not sure positioning applies to me.

Every business owner thinks their industry is different. Then the framework runs, and it turns out the same principles apply to barrel-making, interior design, IT services, marketing agencies, law firms, trades, and consultancies. The answers are industry-specific. The framework isn't. If you're a service-based business with real expertise, this applies.
03

I already did a rebrand. Why would this be different?

Because a rebrand isn't positioning. Most rebrands are visual refreshes built on top of the same unclear strategy. That's why they don't move the needle. The Brand Lab does the strategic work that should have happened before the rebrand. If you refresh your visuals after the program, they'll be built on a sharp foundation, and they'll land this time.

Doubts about the method

01

How is this different from other branding programs?

Most branding programs teach design, marketing tactics, or templates. The Brand Lab is a strategic positioning program. It's built on 20+ years of big-brand work, rebuilt for small service businesses. We don't touch visuals. We don't teach Instagram tactics. We do the strategic foundation that makes every tactic downstream of it work.
02

How much time will I need each week?

The training is self-paced. Every module is pre-recorded, so you move through it on your own schedule. The only fixed time on the calendar is the weekly one-hour group coaching call. Most members spend a few hours a week, more in the first few weeks as the strategic foundation gets built, less after that. Built to run alongside your business, not pull you out of it.
03

What if I go through the program and still don't have clarity?

The Brand Lab Transformation Guarantee. If after your four-month Foundation you don't have clarity on what makes your business different, we keep coaching you at no extra cost until you do. Positioning isn't done when the Foundation ends. It's done when you can walk into any pitch or call and clearly say why you're the right choice.

The guarantee

You leave with clarity.Or we keep going.

Positioning isn’t a tactic. It’s a foundation. You shouldn’t have to gamble on whether it’ll work.

Complete The Brand Lab, work through the training, show up for the group coaching calls, do the work.

If, after completing the program, you can’t clearly say what makes your business different, who it’s for, and why someone should choose you…

I’ll keep coaching you, privately, at no extra cost, until you can.

No refund hoops. No fine print. No “submit a form within 14 days.” You either walk out of this program with a position you can own and defend, or I stay in the work with you until you do.

One condition

You have to do the work. This isn’t a guarantee for people who sign up, disappear, and then ask for a refund. The program only works if you show up. If you do, the outcome is on me.

From the journal

Read first.Decide later.

Long-form pieces on the work itself. If you want the reading before the call, this is the entry point.

The close

Ready to stopcompeting on price?

If you’ve read this far, you already know you’re stuck on the wrong side of your market, and you already know why. The next step is a conversation.

Book your Brand Strategy CallGet the FREE Brand Scorecard

30 minutes. No pitch. If we’re not a fit, I’ll tell you. Only 5 spots per month. The current cohort is filling.

Step 01

Book your call.

Pick a time from my calendar. You'll get a short 3-question form, just enough context so I can walk in ready.

Step 02

We talk for 30 minutes.

I'll ask about your business, your clients, what's working, and what isn't. Honest, direct feedback, whether you enroll or not.

Step 03

You decide.

If The Brand Lab is the right fit, I'll send you everything you need to enroll. No pressure. No follow-up funnels.

You’ve spent enough time building a business you’re proud of. You shouldn’t have to spend the next 5 years explaining why it matters.

The work is good. The positioning is what’s missing.

Book the call. Let’s fix it.

Book your Brand Strategy Call
Wit & Craft

Brands Made Different.®