The White House
A timeless look elevates interior design brand
Founded by award-winning interior designer Charmaine White in 2012, The White House designs high-end residential interiors across London and the Home Counties. Since then, Charmaine’s talent has gained public recognition after she reached the quarter-finals of BBC’s The Great Interior Design Challenge and became a feature-room set designer at Grand Designs Live.
With a growing profile and new business developments (including investment in a new showroom studio space) Charmaine needed to elevate her brand. To claim her position in the market, I worked with her to create an identity that truly represents her business.
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The White House brings expertise; as well as a textiles degree, Charmaine has an Interior Design diploma from the prestigious KLC School of Design in Chelsea and is soon to be accredited by the British Institute of Interior Design.
The new brand identity I developed for The White House is quietly confident and elegant, with a deliberate nod to the art deco movement that’s often associated with luxury, modernity and exquisite craftsmanship. This period is a big influence on Charmaine and fits The White House ethos perfectly.
The minimal logo design exudes quality, with a monogram that combines the W and H brand initials to form a subtle house shape. A distinctive geometric pattern showcases the mark with further versatility.
The White House is ambitious, decisive and grounded. These traits influenced a colour palette that works in harmony alongside the brand’s design portfolio. Black and white convey quality and distinction, while an ochre accent adds warmth, linked together by taupe and ivory tones. A high-contrast brand typeface creates impact, and like the rest of the identity, the typography is fuss-free to keep the look focused and help it live through trends.
To bring the brand to life, I art-directed a branding photoshoot that showcased the new showroom, its curated homeware collection, and Charmaine herself. I also designed a suite of stationery and social media communication assets, pairing gold foil letterpress details with Duplex Colorplan card to lend a prestigious feel to the printed items.
In an industry with constantly changing trends, this is an enduring brand with luxe appeal, evoking the sense of style valued by its target market. Charmaine has since featured in The Telegraph and I have every confidence that The White House name will soon become synonymous with luxury interiors.
Sectors
Interiors, lifestyle
Services
Brand identity
Photoshoot art direction
Print design
Digital design
Project team
Creative direction: Andrea Boughton
Photography: Alison Burrows
“After hearing Andrea’s process of discovery then delivering brand identity I knew that I wanted to work with her. After years of being in business with my DIY branding I decided to relaunch, and creating a whole new brand identity that spoke to my target audience was an absolute must. My needs were taken on board, and, as a result, I now have a beautiful and cohesive aesthetic that matches my company ethos.”
— Charmaine White, The White House Interiors
