Client Profile: Storied Salvage Tile Co.
Matching the historical aesthetic
Storied Salvage Tile Co., established by Katy McWhirter and James Mielke in early 2024, experienced rapid growth in their first eight months, drawing the attention of prominent designers. This expansion, however, led to a less user-friendly website. The lack of product sorting and readily available information made it challenging for customers to fully explore their offerings. Additionally, their online presence didn't adequately reflect the premium nature of their antique tiles or their design capabilities. To increase customer confidence, Katy and James also aimed to provide more educational resources on incorporating antique tiles into design projects. We worked with them to elevate their overall brand and messaging and give customers a richer shopping experience.
Katy McWhirter, Owner, Storied Salvage Tile Co.
“We are so happy with everything Jocelyn brought to the table to help us grow our business. So much of this felt like a black box at first. She not only elevated how we positioned ourselves to our target clients, but also gave us tools and a better understanding of how to manage our assets. We’re getting better quality leads which frees me up to focus on what I love most – acquisition and design.”
SUITE OF SERVICES
Brand identity session and report
We started with our brand identity session, identifying current perceptions about both their company and the products themselves. By identifying barriers and perceived risks, we were immediately able to shift messaging and the visual representation of their products. The report provided a snapshot of both current state as well as where they were heading.
We facilitated a StoryBrand Brandscripting session in-person at the team’s Philadelphia studio, working through each of the seven parts to discern exactly what Storied Salvage’s target clients wanted. This work served as the foundation for all future content developed for the website and other marketing collateral.
StoryBrand Brandscript
We refined and updated their visual brand identity to better represent the high-end quality of their products. While retaining their existing logo, the new identity incorporates nods to past design aesthetics with a modern approach. This ensured their visuals accurately communicated the richness of their products.
Visual branding update and expansion
The website update prioritized enhancing functionality. Custom components were implemented to enable customers to filter and browse products by tile type, color, style, and maker. To further enhance the online shopping experience, we incorporated rich color and a sophisticated vintage aesthetic throughout the website. This design choice was intended to evoke a feeling of opulence and substance for customers, mirroring the high quality of the tiles themselves.
Website redesign
Communicating the attributes of their products and visually showcasing them was vital to driving increased interest for antique tile. We developed educational content based on issues identified in our Brand Identity Session and promotional language developed from the Brandscript. We also worked collaboratively with the team on simplifying product descriptions and specifications for improved clarity and accessibility. Additionally, we facilitated key word research and developed guidelines for the team in writing improved product descriptions that included key words to boost SEO. Finally, we created website relaunch messaging and creative assets for the team to use in promoting the new site.
Product content evaluation & website copywriting
SERP and SEO support
As a small business and new online retailer, Storied Salvage had major SERP issues and lots of opportunities for improvement. We started by improving organic SEO through proper tagging and keyword usage on the site itself. We then oversaw the setup of their online search and shopping tools, ensuring the site was properly indexed with search engines and managed the setup and maintenance of their Google Merchant and Business profiles. Within one month, the website experienced a 28% growth in traffic.
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