Brand Voice Development Case Study
How Amity Worrel & Co. Built a Cult-Following with a Distinct Brand Voice
Client & Context
Client: Amity Worrel & Co. | Austin-Based Luxury Interior Design Firm
Industry: Residential Interior Design
Size: 10-person studio
Role: Brand Strategist, Copywriter & Ghostwriter
Amity Worrel & Co. is a nationally recognized luxury interior design firm specializing in period home renovations. Their projects blend deep historical knowledge with bold creativity, intentionally rebuking trends in favor of timeless design.
As the brand’s founder, Amity Worrel is known for her unfiltered opinions and thought-provoking insights—an irreverent voice in a polished industry. Over five years, I worked with Amity 1:1 to transform her personal storytelling into a powerful, unified brand identity.
Challenge
Before we began working together, the brand’s messaging was fragmented and overly academic. The firm needed a way to blend Amity’s candid personality with the refinement of her luxury clientele—without losing credibility.
Key challenges included:
Inconsistent tone across marketing channels
Difficulty translating Amity’s voice into cohesive, high-end content
Missed opportunities for thought leadership in a crowded Austin design market
At stake was brand differentiation. In a city full of interior designers, Amity’s unique mix of irreverence, intellect, and authenticity needed to become the signature that set her apart.
Approach / Method
Our process was part therapy session, part brand excavation. After dozens of interviews, review sessions, and audits of past content, I distilled Amity’s natural speaking rhythm into a formalized Brand Voice & Blog Style Guide—a living resource that would grow alongside the brand.
Strategy highlights:
Conducted in-depth 1:1 voice interviews to map tone, rhythm, and key stories
Audited all existing content for structure, voice consistency, and SEO opportunities
Defined voice traits as confident, witty, rebellious, intelligent, and irreverent
Created a personal story log to capture anecdotes, phrases, and recurring themes
Established content frameworks for blogs and newsletters that balanced authority with warmth
Built a monthly resource bank and trained the in-house team to apply the voice across platforms
The resulting voice was sharp, human, and unapologetically Austin—a perfect reflection of Amity’s persona and her clients’ creative spirit.
Solution & Implementation
Once the voice guide was in place, I helped the team implement it across:
Monthly newsletters ghostwritten from Amity’s perspective
Long-form SEO blogs that mixed storytelling with educational takeaways
Website copy for all core pages, optimized for clarity and ranking
Internal communications and press materials to ensure tone consistency
This system unified every touchpoint, transforming Amity’s distinct perspective into a recognizable brand language that her audience could instantly identify.
Results
📬 A newsletter with a cult-level following. Readers describe it as “a rich supplement to design education,” citing Amity’s warmth and storytelling as reasons they “can’t live without it.”
💬 A $100K client conversion directly from content. One reader reached out ready to invest six figures after months of engaging with the newsletter.
📰 Expanded recognition. The firm is now sought after for media commentary and quoted regularly in local design features.
📈 Improved performance. Streamlined approvals, cohesive messaging, and measurable increases in organic traffic and engagement.
🏆 Market leadership. Amity Worrel & Co. is now ranked as the #1 interior designer in Austin, known for its distinct point of view.
From a Reader…
“I just wanted to tell you how much I love [your newsletter]. The love and deep knowledge you have of your craft always shine through, and you're a fantastic writer! I'm currently in the middle of a midlife pivot — from fashion designer to interior designer. After 15 years in the fashion and apparel industry, I realized it was a shoe that never quite fit. Now, I'm working on a certification in interior design online via Parsons. It's exactly what I want to be doing at this point in my life. And your newsletter has become a rich supplement to what I'm learning in my classes. I LOVE that you bring film examples into the discussion. I've had so much fun watching and noticing! And your deep dive into the origins of different design styles is fascinating.
Anyway, I hope you continue writing [your newsletter], because I can't live without it! Thank you for being so gracious about sharing your extensive knowledge with all of us.”
From the client…
“Drew is the ghostwriter behind my monthly newsletter. And this marketing piece has developed a small and powerful audience. I’ve had prospective interior design clients call me up, ready to invest over $100,000 in their space because we’ve already established this sense of trust, rapport, and expertise.”
Key Takeaways
Voice is the brand. A recognizable tone and perspective can be as defining as a logo or tagline.
Depth builds loyalty. Storytelling rooted in vulnerability and intellect attracts the right clients and filters out the wrong ones.
Local authenticity wins. In a creative city like Austin, connection and honesty outperform polished perfection.
Why it matters: This project proves that brand voice isn’t fluff—it’s strategy. When done right, it can build a cult following and drive six-figure leads for luxury brands.