Website Copywriting, Brand Messaging, & client interviews

Old Soul is a Philadelphia-area interior design studio helping modern homeowners foster artful living spaces with both function and soul.

Old Soul’s founder, Krystal, was in the midst of a full rebrand when she reached out for help; her current website wasn’t communicating her expertise, vision, or voice to potential clients. We set out to articulate her unique value through client-focused copywriting for her new interior design website, with a voice as elevated and approachable as the spaces she creates.

Old Soul’s Brand Voice

Creative / Down-to-Earth / Honest / Eclectic / Collaborative / Playful-Yet-Professional

Research & Strategy

After diving deep during a 3-hour strategy session with Krystal, interviewing the studio’s past clients, and researching competitors and market keywords, we started developing a messaging strategy to speak to Old Soul’s ideal clients and set the brand apart.

During interviews, Krystal’s clients repeatedly expressed that she was knowledgeable and well-connected in the design and construction industry, honest and direct in her communication with them, and skilled at helping them articulate their visions and bring them to life. These key selling points guided our messaging strategy.

Brand Messaging

We wanted Old Soul’s new messaging to feel like a down-to-earth chat with Krystal at the design studio — clear, casual, conversational language packed with the kind of knowledge and experience she and her team bring to any project. 

Our competitor analysis showed that a lot of interior design copywriting tends to overfocus on the design studio’s brand, rather than the client — which is one of the most common mistakes I see as a copywriter. So, by speaking directly to Old Soul’s potential clients and keeping copy clear and engaging, we positioned Krystal as a designer who puts each client’s story and style first.

Website Copywriting

Old Soul’s new website finally captures Krystal’s unique voice and value, showing prospective interior design clients how she can help them create a space that feels like home.

Throughout the site, we emphasized clear headlines and calls to action, prioritized client-focused language like “you” and “your”, and guided readers through each page with the same care and expertise they could experience while working with Krystal.

Co-Collaborators: Brand Strategy & Web Design by Honey & Co. Creative / Photography by Justin James Muir / Proofreading by Ellen Edits

“You helped me take my company to the next level and fueled me with inspiration. We’ve had tons of compliments on your work. I am forever grateful, and can’t wait to work with you again soon.”

– Krystal Reinhard, Old Soul

Favorite Lines

“Design with your style and story in mind.”

“Together, we’ll blend the best of old and new for a look that’s both timeless and true to you.”

“What if your home could look and feel like you? What if every room could tell your story and inspire your best moments? And what if the path to creating that space could actually be seamless, stress-free, and fun?”

“Show buyers the beauty, value, and true potential of your home.”

See more on Old Soul’s stunning new website: Home / About / Interior Design Services / Staging & Consulting Services / Portfolio / Blog / Contact

Ready for a refresh of your own?

Contact me to bring your new message to life.