Damn Good Interiors
Unleashing a Brand: Damn Good Interiors Finds Its Voice
A brand repositioning and story-driven film project that helped a bold designer own his edge, and attract the right kind of clientele.
• Clarified brand positioning around client individuality, boldness, and collaboration
• Shifted perception from "just another designer" to a stand-out, personality-driven brand
• Ignited a strong local and industry response, opening new client conversations
• A clear, converting website that got prospects to book calls like it was a pizza joint
• Gave Eli a powerful foundation for long-term brand strategy and marketing
Story Keywords
Our first Milestone is defining five Story Keywords that encapsulate the essence of the story. These keywords help us stay aligned on what’s most inspiring about the story, the emotional tone, target audience, and the key action we aim to drive. This alignment ensures we have a clear objective for your story before we make any creative decisions.
Inspiring Keyword
Representation - Eli’s ethos was never about imprinting his own style. It was about helping clients feel fully seen, and creating spaces that were reflections of them.
Uniqueness Keyword
Unconventional - Damn Good Interiors isn’t for the faint of heart. Bold moves, adventurous choices, and an unapologetically different way of doing design.
Audience Keyword
Adventurous Clients - Designed for clients willing to dig deep, take risks, and build environments that reflect the fullest version of who they are.
Feeling Keyword
Excited - We wanted the film and brand voice to convey the thrill of bold design and the energy that comes from creating something that actually feels alive.
Action Keyword
Collaborate - The goal was to inspire prospects to dive in, co-create, and be part of the journey, not just "hire a designer."
The Why
Damn Good Interiors had the portfolio. They had the talent. What they didn’t have (yet) was a brand story that matched the audacity and energy behind their work. Founder Eli Hariton came to us ready to change that. Our mission was to help him position Damn Good Interiors not just as another design firm, but as the clear choice for clients ready to create something unforgettable.
The Challenge
Despite his strong design work, Eli was blending into a sea of good designers with no clear point of differentiation. His website and messaging weren’t doing justice to what made him truly different: a fearless, client-driven approach that celebrated individuality and risk-taking. The story needed to capture the spirit of Damn Good Interiors, and invite adventurous clients to step into it.
The Approach
We dug into Eli’s story, his ethos, and the soul behind his work. What emerged was a narrative around deep client representation, paired with an unapologetic willingness to break the mold. We refined the messaging, rebuilt the brand voice, and created a high-energy cinematic film that embodied the excitement, boldness, and collaboration at the heart of Damn Good Interiors.
The Journey
Instead of focusing on Eli’s personal style or portfolio shots, the brand story centered on the clients, their personalities, their risks, their triumphs. This wasn’t about designing a “look.” It was about designing a feeling: the rush of building a space that feels like the truest version of you.
The story positioned Eli as a co-creator with his clients, not a designer prescribing trends. It built excitement around the journey itself mentioning the conversations, the risks, the victories, and aligned Damn Good Interiors with a new breed of client: bold, adventurous, and eager to get their hands in the clay.
The Result
Since launching the new brand and film, Damn Good Interiors has experienced a surge in aligned inquiries and local buzz. Website engagement increased significantly, and prospective clients now come pre-sold on the firm’s collaborative, bold approach. For Eli, the shift wasn’t just external, it was a full re-grounding in his own vision, values, and voice.
Working with IMPACT changed everything. When I came into this, I was just a guy who did design. Now I know who I am, who my clients are, and how to speak to them. Robert and Lila didn’t just work on videos, they helped me find the holes in my brand vision and fill them with clarity, boldness, and direction. Since launching, the response has been overwhelming. Clients, partners, even local companies now immediately get what Damn Good Interiors is about. 10 out of 10 stars.
Eli Hariton - Damn Good Interiors
What We Loved Most
We essentially did exactly what Eli does for his clients: helped him dig deep, uncover the elements that make him unique, and give him permission to express it fully. On top of that, Eli is such a bundle of fun and energy that every minute we spent together, he showed us his passion, his excitement, and just how “pumped” he was.
