Abby has always known how to walk into a room and see what it could become. Long before she made it her business, she was the person her friends and family called when a space felt off - the one who could see past what was there and envision what it could be. From her first college apartment being used in the complex's marketing, to designing and building homes, to transforming spaces on every kind of budget, she has spent years becoming one of the most talented interior designers in West Michigan.

When Abby decided to turn her passion into a business, she already had the eye and the expertise.

What she needed was a brand that could communicate all of it; one that made potential clients feel, from the very first impression, that they were in the hands of someone who truly knows what she's doing.

Interior Designer

Abby Lucas Design

Together, we started to uncover what her brand is truly about.

When Abby created a Pinterest Board of inspirations, she didn't know how to embody those images, feelings, and visions into a brand.

It didn't take long to understand what she was after. Abby wants her clients to feel proud of the spaces they live in - excited to have people over, at ease the moment they walk through the door, and genuinely in love with where they spend their time. She wants design to feel exciting and collaborative, not stressful or overwhelming.

Her ideal client isn't just someone who wants a pretty room. They want a home that compliments how they actually live - one that feels pulled together, reflects their personality, and makes them proud every time they walk into it. They need someone who will genuinely listen, get excited alongside them, and carry a vision all the way through.

We wanted her brand to feel elevated, slightly moody, and editorial.

Abby came to me starting this brand from scratch, which made the whole process extra special.

THE PROCESS

Her interiors are editorial and gorgeous, the kind of spaces that stop you mid-scroll and make you want to know who designed them. The brand had to carry that same energy; something that felt elevated without being cold or unapproachable. Timeless rather than trend-driven.

Warm enough to feel genuinely approachable, refined enough to reflect the quality she delivers.

One of the biggest strategic decisions was the color palette. Because Abby works across a wide range of spaces (each with their own distinct color story) her brand needed to stay neutral enough to live comfortably alongside her work without competing with it. I created a color palette that complements her portfolio rather than fighting for attention.

The creative direction was clear from the start: this brand needed to match the caliber of Abby's work.

THE PLAN

A classic serif font carries the structure and authority, while a flowing cursive font brings in personality and warmth. Together they create the balance Abby's brand needed: polished enough to be taken seriously, approachable enough to make them feel excited to inquire.

By grounding Abby's color palette in warm neutrals (the natural woods, stone textures, and understated elegance that define her aesthetic) every space she designs feels right at home within her brand.

The logo was designed to feel like something you'd find on the cover of a beautifully bound design book, the kind you'd display on a coffee table.

The AL monogram is one of my favorite details from this project. It works beautifully across every touchpoint, from a debossed impression on a client presentation paper to a subtle detail on a social graphic.

The overall brand system was built to be clean and editorial, designed to get out of the way and let Abby's portfolio do the talking. Her work speaks for itself. The brand's job was simply to frame it well.

The naturals palette was a deliberate choice. Color can be tricky for an interior designer whose portfolio spans moody, richly layered rooms and bright, airy open spaces.

branding.

Clean, Editorial

BUILDING THE BRAND

...it's the first room a potential client walks into, and it has to make them feel something before they ever see the work. Abby's Showit website was designed with the same sensibility that drives her interiors: clean lines and intentional layout. Every section moves the visitor forward naturally, from the first scroll all the way to the inquiry form, and the portfolio pages let each space breathe in a way that draws people in rather than overwhelming them. The overall experience feels less like browsing a website and more like flipping through a beautifully edited design book.

What made this part of the process especially seamless was that I was already thinking about the website while we were on location taking photos. Certain images were captured with specific sections of the layout in mind, knowing exactly where they'd live and how they'd look once the site came together. From there, I handled everything: resizing and uploading every photo, implementing all of the branding across the site, and adding custom design details along the way that I feel like made Abby’s website extra special.

For an interior designer, the website isn't just a portfolio...

The Website

The spaces Abby designs are stunning, but without images that do them justice, potential clients will never fully see it. These are the photos that live on her website, show up on her Instagram, and sit in front of someone who is deciding whether or not to reach out. They need to be good. Really good.

We visited several of her completed spaces and captured each room with intention - the layered details, the natural light, the textures and finishes that make her work so distinctive. The resulting gallery gave Abby something most designers starting out don't have: a deep library of professional images she can pull from anytime she needs fresh content, a new portfolio page, or a compelling reason for someone to hit the inquiry button. It elevated her credibility instantly, gave her months of marketing material, and made sure that the first impression she makes online is one that reflects exactly the level of work she delivers in person.

For an interior designer, professional photography isn't optional - it's everything.

Brand Photography

intentional, talented, and deeply invested in the people she works with.

The visual identity is cohesive, polished, and does exactly what great branding should - it earns trust before a single conversation happens.

For a business built on being invited into the most personal spaces of someone's life, that trust is everything. When your space feels right, it has a ripple effect on everything else; how you feel waking up in the morning, how you welcome people into your home, how you move through your days. Abby understands that, and her brand communicates it beautifully.

And because the brand, photography, and website were all built together under one creative vision, Abby never had to piece it together from different directions or hope that everything would somehow match.

It all did, seamlessly, because it was designed that way from the start. She launched with a complete, cohesive presence and had everything she needed to market her business with confidence from day one. Her work schedule filled quickly, her dream clients began booking her, and she didn't have to do any of the guesswork that so many new business owners face. That's the difference The Unsinkable Brand makes.

It was an absolute honor to help Abby step into this new chapter. We built everything from the ground up and created a foundation that was ready to attract her dream clients immediately. She didn't have to wait for momentum, she launched with confidence and purpose. She's already working with dream clients, doing the work she was made to do, and showing up to a brand she's proud of every day. That's what this is all for.