After a decade of success, Katie Raffetto elevates her firm with a powerful new brand strategy, identity, and messaging—reflecting bold creativity, graceful collaboration, and an inspiring connection between people and spaces.

Katie Raffetto is a talented and successful interior designer with a small staff. After being in business for over 10 years, it was time to take it up a notch. It was time to take on bigger clients with more challenging projects and increased impact.

After interviewing colleagues and clients we wanted to share with the world that Katie Raffetto Interior Design is not just beautiful and bespoke, but a collaboration that inspires connection between people and spaces.

The old logo fell short in making a statement: It lacked both the boldness and the confidence to tell an assertive story.

The new logo reflects the new design firm’s new personality: approachable, dedicated and elegant.

The “Break Out Mirror Frame”

The Mirror Frame

The logo monogram is encircled by a frame that evokes a mirror – symbolic of how the approach to design reflects the authenticity and uniqueness of each different client.

The concept of a mirror is not a coincidence. By interviewing Katie’s staff and clients, we unearthed a secret sauce: the ability to reflect specific notions and viewpoints which are unique and individual to each client.

The Break Out Line

A clever use of negative space creates a bold diagonal line representing the rejection of constraints. It embodies thinking beyond boundaries, challenging norms, and embracing an open-mind.

A simple and subtle animation emphasizes the story: doing something in a new way, and doing it with laser focus.

The diagonal line invokes precision, confidence and elegance – core brand attributes. It extends to serve as a core graphic connector throughout the visual identity system.

When an enclosure is removed, ideas, imagination and creativity can thrive.

Repeat

A repeat pattern recalls the brand elements of dedication, organization, and confidence, and brings to mind a luxury brand.

Typography and Type Treatments

The typeface used in the mark is also used for headlines in print, and versions of it in digital and corporate applications.

Type treatments add personality and irreverence to headlines through use of scale and positioning. Using the simplicity of creative type application, materials need not rely on imagery such as color, pattern or texture – which may be too specific when talking to clients who may take literally the styles used in marketing.

The system in action

The strategy

The new visual identity system is rooted in strategy and story. Using our proprietary “Brand in a Box” approach, we listened to clients, Katie and her team, and audited the competition before conducting a co-creation workshop, out of which came strategy and messaging:

Featured here are two sections of the overall brand deliverable: A belief statement and a page from the messaging toolkit.

We could not be more pleased with this refreshed brand identity, and Katie was too:

“They were creative, enthusiastic about the project, and tailor-made everything for us. Global Brand Works had the expertise and dedication to brilliantly articulate our brand.”

– Katie Raffetto, Principal, Katie Raffetto Interior Design

Skye Schuchman
Graphic Design

Shannon Riordan
Creative Strategy

Patricia Stephens
Graphic Design

Caroline McNally
Business Lead

Susan Reid
Messaging