Case Study

Feioi - Interior Designer

The Brief

When Jen approached Sammi about a potential brand design project, it quickly became clear this would be a true end-to-end collaboration. Jen, founder of Feioi, an personal interior design studio, was ready for a complete brand overhaul that reflected her values, her personality and the experience she creates for her clients. Feioi creates interiors that feel personal, functional and effortlessly beautiful. Jen wanted her brand to mirror that same balance; warm but elevated, creative but grounded.

• Brand identity design
• Website design
• Website copywriting
• Brand photography
• Brand stationery
• Brand rollout
This became one of our largest collaborative projects to date, bringing together a carefully selected creative team under one clear vision.

The Brand Identity

The aim of Feioi’s new brand identity was to feel effortlessly cool while remaining warm and welcoming. Jen wanted her brand to reflect how she “brings love into every home” through her work (without leaning into anything too literal or cliché).

Through research and mood-boarding, it became clear that Feioi sits within an “autumn” brand personality: grounded, organic and trustworthy. Colour played a key role, with the palette developed to feel seasonal without defaulting to expected autumn tones.

Three logo concepts were explored, ranging from a refined evolution of Jen’s original identity to a more minimal direction featuring an arch icon symbolising openness, invitation and the idea of stepping into a space that feels like home.

The final identity combined elements from multiple concepts, alongside a carefully refined colour palette and typography system, resulting in a brand that feels authentic to Jen and flexible across digital and print applications.

Website Design

The focus for the website was to create a digital space that not only reflected Feioi’s new branding, but also allowed Jen’s interior design work to really shine. Using the updated logo and brand elements as a starting point, Miriam carried some of those details through the design of the site itself. The soft curves within the logo inspired the use of arch imagery throughout the website, a subtle nod to the brand mark, but also to architectural shapes often found within interior spaces.

Alongside this, the straight lines within the logo influenced some of the more structured elements of the layout. These clean lines help balance the softer shapes and give the site a calm, considered feel, something that mirrors the thoughtful approach Jen brings to her interiors.

Colour was another important part of the design. I wanted to create a balance between light and dark tones across the site, using the richer brand colours in certain sections to add depth, while lighter areas help create a sense of space and airiness.

Banner imagery also plays a big role in the experience. Featuring large interior images throughout the site helps give visitors an immediate feel for Jen’s work and the range within her portfolio.

Another small detail was incorporating the monogram icon designed by Sammi into the site as interactive dropdown elements. These allow extra information to expand when needed, keeping the pages feeling clean and uncluttered while still offering more detail for anyone wanting to explore further.

Overall, the goal was to create a website that feels calm, spacious and aligned with Feioi’s new brand, while giving Jen’s beautiful interiors the space they deserve to take centre stage.

Brand Photography

Photographer Trish worked across multiple locations to capture both Jen’s client projects and her own personality within her studio environment. The resulting image library brings cohesion across the brand and adds depth and authenticity to both the website and printed materials.

Website Copy

Working with copywriter Ellie Senior, Jen’s content was reimagined from the ground up. Her original website was rich in information but felt overwhelming and inconsistent. Through in-depth interviews, Ellie crafted page-by-page copy that is clear, concise and rooted in Jen’s voice, guiding visitors naturally through her services and story.

Brand Stationery & Roll-Out

Working from the newly created Brand Manual, Sadie designed Jen’s client brochure as a key touchpoint for communicating her services and approach. The layout, typography and colour palette were carefully applied to ensure the brochure felt cohesive with the wider brand, while still allowing space for Jen’s projects to take centre stage.

Sammi supported this with the design of simple, minimal business cards and compliment slips, extending the brand across Jen’s everyday printed materials. Trish’s brand imagery and selected portfolio photography were woven throughout, ensuring each piece not only felt consistent but also showcased the quality and personality of Jen’s work.

Together, these stationery elements created a polished and practical set of assets that Jen can use confidently with both new and existing clients, reinforcing her brand at every stage of the client journey.

The Outcome

This project brought together brand identity, digital design, copy and photography into one cohesive system that reflects how Jen works and who she works for. By collaborating across disciplines and managing the project as a single, joined-up process, we were able to create a brand that feels consistent, considered and ready to grow with the business. The result is a brand for Feioi that feels as personal and intentional as the interiors Jen creates and is a clear example of how The Collab Club brings together the right people to deliver thoughtful, end-to-end brands for businesses.