A timeless, art deco–inspired identity that positions an award-winning interior designer for the premium market.
The White House is a high-end residential interior design studio working across London and the Home Counties. Award-winning designer Charmaine White founded it in 2012. With her profile growing and a new showroom studio, Charmaine needed a luxury brand that matched the level of her work.
The brief
Charmaine’s reputation is building quickly. She reached the quarter-finals of BBC’s The Great Interior Design Challenge and became a feature-room set designer at Grand Designs Live. The brand needed to claim her place in the luxury market and reflect her training, which includes an Interior Design diploma from KLC School of Design in Chelsea. She’s also opening a showroom stocked with her own curated homeware, so the brand has to work in a physical space as well as online.
An identity with an art deco influence
The identity I designed is confident and elegant, with a nod to the art deco period that influences Charmaine’s own work. The monogram combines the W and H to form a subtle house shape, and a geometric pattern gives the mark more ways to be used.
Colour and typography
I chose a minimal palette; black and white bring distinction, and an ochre accent adds warmth. Taupe and ivory tie the palette together, so it sits comfortably alongside her interiors. A high-contrast typeface gives impact while staying simple enough to outlast trends.
“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
Photography and print
I art-directed a branding photoshoot of the new showroom, its homeware collection and Charmaine herself. The images give her a consistent library to use across her website and social media. I also designed stationery and social media assets. The printed pieces use gold foil letterpress on Duplex Colorplan card.
Brand impact
The identity gives The White House a confident, timeless look in a trend-driven industry. With luxe appeal, it evokes the sense of style valued by its target market. Charmaine has since been featured in The Telegraph – it’s great to see her profile going from strength to strength.
Do you need a new visual identity to raise your brand’s profile?
If you have a design project you’d like to chat about or would like to understand my process better, I’d love to hear from you. Please get in touch!
