Perch Interiors
Aligning a full service interiors brand with their dream clients
Strategy / Visual Identity — Charlotte, North Carolina
Brand Evolution
Where PERCH Began…
Perch was originally called “The Pretty Perch,” and was an interior design company in Charlotte, NC. The brand was struggling to communicate that they were more than interior decorators. They didn’t simply pick color palettes and throw pillows. They were an integral part of the design process for new builds, renovations, and large construction projects. They needed a visual brand that represented that.
Where PERCH Is Headed…
A big disconnect between the perception of Perch and their actual work was in the name and the look of their brand. The name made them sound cute rather than professional. And their logo, an outline of a fox, didn’t speak to their decades of expertise, local connections, and design knowledge. We wanted their brand to speak for them, putting their best foot forward when someone landed on their site.
Brand Keywords
Gracious — Joy-filled — Welcoming — Restful
Target Audience
Sheri, 55, is an empty nester outside Charlotte, NC, looking to refresh her home’s interior. Her kids recently left the roost and she is looking to refresh her space to fit her and her husband’s lifestyle right now. That lifestyle is changing for the first time in a long time and she struggles with seeing the potential in her current space.
She loves her home but needs it to function differently now that her kids have left home. She’s very social, thrives in community and hosting others, is well-connected in her town, and an active member of her church.
Visual Rationale
We wanted their visual brand to feel warm and inviting and give their audience the feeling of stepping into their homes where comfort, authenticity, and joy abound. We also wanted the brand to feel clean with the perfect blend of modern and timeless, representing their attention to detail, focus on the process, and aim to help each client determine their personal style.
The primary logo is designed to be approachable, yet sophisticated,communicating the expertise and mission behind Perch Interiors. We used a display serif font then customized it to remove the serifs to keep things clean and modern, while still bringing about personality through the contrast in each letterform. Then, we added an arch in the H to bring a bit more of the softer side of the brand into play and later, to help it feel more cohesive with the brand mark.
In Their Words
“We love the brand strategy and visuals you all created! You were able to take who we are at our core and create a brand that is elevated and represents us. We would recommend any of our friends using Telltale for a rebrand or refresh of their company! We had a wonderful experience with Telltale and would use you all again for future needs due to the final product and quality that was provided! We are so thankful for your gifts and are honored to have worked with you on this project!”