Brand Identity, illustration, Custom Website Design, Copywriting, Social Media Management, Press Release
The Challenge
Interior design branding tends to cluster into a handful of familiar looks: thin serif or condensed sans wordmarks with no symbol and visual cues borrowed straight from fashion houses. When Coside first created the Lily Duffy Interior Design identity in 2020, the brief was to sit apart from that pattern rather than refine it.
Lily’s Squarespace website also no longer matched the calibre of her work, the sophistication of her clientele or the singular point of view that sets her apart in a crowded, design-savvy space. It had become a ceiling rather than a platform: too rigid to showcase a portfolio that kept evolving, too generic to convey the tactile, artisan-led experience behind every project. Lily needed a website that didn't just represent the business but showed her perspective, earned instant trust with a discerning audience and could grow alongside the studio as it continued to scale.
The Approach
We built an identity around Lily's signature touch. At the centre of the identity is a master logo built by flipping and mirroring her initials, "L" and "D," into a single hand-drawn graphic device. A mark that represents her personal signature style. It reads less like a logo and more like a signature, capturing her point of view the way a monogram on a piece of silverware does: quietly, permanently, unmistakably hers. Every layout, typeface pairing and colour choice across print and digital was built to sit close to that mark. Restrained and chic, never louder than the textures and tones it was designed to frame. The style behind it reads as personable and different at a glance, while still feeling intentional rather than casual: smooth curves and continuous, organic crafted movement, the opposite of anything corporate.
A wide-set, strong sans serif grounded that fluidity, giving the mark stature and presence without ever tipping into anything overbearing. Because her work as a designer is as tactile as it is visual, we carried that idea into the collateral itself. Her business cards were letterpressed onto thick card stock, so the impression sits deep in the paper. The small, physical moment that makes handing over a card feel like handing over a piece of her craft.
Custom Illustration
To give the brand warmth and personality beyond the logo, we hand-drew a set of sketch-style illustrations that nod to how Lily actually works. Sketching an idea, sourcing with master artisans, refining a material choice, arriving at a finished piece. Less "brand graphics" and more a visual diary of her process, they give the identity a distinct, recognisable personality.
Custom Website
Lily's previous Squarespace website had become a real ceiling. Templated, inflexible and a poor match for the level of detail in her portfolio. We designed a custom website and wrote new copy to reflect who she is today: her style, her vision and the kind of client experience she's now known for. The design leans into simplicity and considered detail, with hand-drawn navigation graphics that nod to the master logo, built to feel intuitive and design-led, embracing the details.
Our development partners Dot The i Studio then brought our website design to life in Webflow, translating the design into a smooth, parallax-scrolling experience online.
Explore the website and all its parallax scrolling beauty, here: lilyroseduffy.com
Our partnership with Lily didn’t stop at launch. Coside continues to plan and write her monthly social content, manage her Instagram day-to-day and create various brand assets she needs for her business so the brand stays consistent and considered in the moments clients actually encounter it, not just in the initial rollout.
Our partnership with Lily didn’t stop at launch. Coside continues to plan and write her monthly social content, manage her Instagram day-to-day and create various brand assets she needs for her business so the brand stays consistent and considered in the moments clients actually encounter it, not just in the initial rollout.
"Sam at Coside and I have been working together on my branding, website and social media since shortly after Coside's own launch. To me, it's not just about the creative services offered and having someone who can flawlessly bring my vision to life, but it's also about the confidence and the effortless synergy with someone who genuinely cares and consistently considers the broader perspective of my brand and image."
