Brand Voice + Website Copywriting for an Interior Designer
CREATING a brand voice that resonates with high-end design clientele
Velène Design House
Where luxe refinement meets liveable luxury.
Velène Design House is a high-end interior design studio based in Orange County, CA, known for its thoughtful mix of old and new, soft and strong, refined and relaxed. Led by principal designer Janiece Lonvelin, the studio offers everything from full-service custom homes to intimate room refreshes and one-on-one consultations. But despite the calibre of her work, her previous brand wasn’t doing it justice. The language felt flat and the visuals were clean but generic, and the overall direction didn’t reflect the depth, detail, or design integrity Janiece brings to every project.
She came to me on referral from designer Nicole at January Made Design Studio, who knew we’d be the perfect fit to elevate her brand voice and web copy. Midway through the process, we hit a curveball: Janiece needed a new business name. What started as a web copy project evolved into full brand messaging, complete SEO-optimised copy, and a naming package, taking her from Hone Design to Velène Design House.
INDUSTRY -
Interior Design and Styling
LOCATION -
Orange County, California
Brand Voice Development, SEO-optimized Website Copywriting and Brand Name.
SERVICES -
WORDS OF LOVE…
“I love it, I am beyond excited! My husband was reading through the website copy and he said the about page was so impactful, he even got emotional reading it. I would have never expected website copy could do that. ”
- JANIECE LOVELIN, VELENE DESIGN HOUSE The Copywriting Strategy
This project was all about balance, both in tone and execution. We wanted the words to mirror the visuals: moody, elegant, quietly confident. So we stripped away anything overly poetic, clichéd, or vague, and instead grounded the voice in clarity, warmth, and intention.
The copy had to feel elevated enough to reflect the high-end nature of Janiece’s work, but fresh enough not to blend in with every other luxury design studio. We kept the structure streamlined and let the words breathe.
Lines like “Our work is about balance, the interplay of hard and soft, old and new, polished and effortless” captured her philosophy while giving the homepage an editorial feel.
The name itself—Velène—was carefully chosen for its European influence, stylistic alignment, and personal meaning. (It’s a refined take on Janiece’s own last name.) We cross-checked, refined, and confirmed legal availability before locking it in.
The result? A name and voice that finally live up to the work.
The Final Copy
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