How I Found My Studio's Voice And Why It Matters More Than the Algorithm

The interior design world is saturated. There are many, many studios offering very similar services, using the same kind of language to communicate to potential clients on their websites, social media platforms, and through the media. I have had the privilege of working with countless interior design studios throughout my career to help founders cut through and develop more authentic, memorable voices. Once you scratch behind the surface of “a turnkey residential interior design service that truly listens to its clients to deliver homes that stand the test of time,” every studio has a unique point of view, a journey, a nuance, a sense of humour (one hopes) and a personality. It’s important to tap into that and use it to win the work that’s right for you.

This week, I spoke to three interior designers for whom finding their voice has been an important part of building their businesses and brands. Niamh O’Sullivan, founder and creative director of Studio Kiri, Ed Ng, co-founder of the international architecture practice, AB Concept, and Philippa Thorp, founder of Thorp Design, have shared their thoughts on what it means to invest some serious thought into how you communicate your services, and what actually cuts through the algorithm.

Niamh O’Sullivan, Founder & Creative Director of Studio Kiri

“When I launched Studio Kiri, I wasn't trying to build a business that appealed to everyone,” says Niamh O’Sullivan, founder and creative director of Studio Kiri, a studio that aims to make interior design “faster, clearer, and less overwhelming.” O’Sullivan wanted to create something with a clear point of view in a world where it's easy to copy trends or optimise every post for the algorithm. “I think the most valuable thing you can do is develop a voice that's genuinely distinctive,” she says.

For O’Sullivan, the gap between developing a clear and unique voice and playing the game of the algorithm isn’t as wide as people think. “Ironically, having a distinctive voice is often what the algorithm rewards,” she says. “Original ideas, a recognisable perspective and consistent messaging naturally stand out because they give people a reason to follow you beyond a single post.”

Studio Kiri’s voice is built around making thoughtfully designed interiors more accessible. This is grounded in real world proof points. The company has streamlined the design process behind the scenes to make great design more affordable, without compromising on quality, creativity or longevity - a clear, memorable message. “Algorithms change constantly, but a strong brand doesn't,” says O’Sullivan. “Clients remember businesses that stand for something, and that's ultimately what builds trust, attracts the right projects and creates long-term growth

Ed Ng, Co-Founder of AB Concept

“When I look back, I think our voice emerged when we stopped asking what the industry wanted or chasing what was considered mainstream, and started asking what we truly believed in,” says Ed Ng. “In a world increasingly shaped by trends, content and algorithms, I think a recognisable voice does not come from visibility but from clarity.”

For Ng, finding a truly authentic voice for AB Concept has relied on the rather spiritual consideration of four concepts, mind, hand, heart, and soul. “Mind is curiosity, knowledge and the desire to keep learning,” he explains. “Hand is craftsmanship, discipline and the rigour required to turn ideas into reality. Heart is empathy, trust and an understanding of how people want to live and feel. Soul is perhaps the most important. It is the meaning behind a project, the quality that makes a space memorable and impossible to replicate.”

These values serve as both a process and a reminder for Ng and his team, helping everyone stay on course. “They shape how we design, how we collaborate and how we communicate” he says. “We are not interested in creating work that follows a particular style. We are interested in creating work with integrity, character and a genuine sense of purpose. I think that is also why we are often told that every project we design looks completely different.”

Ng understands that the algorithm rewards attention, while his studio’s voice has an intrinsic sense of “conviction,” and he knows people can tell the difference between demanding and commanding that attention. “I think people can feel the difference. They may discover your work through an image, but they connect with it because of the values behind it,” he says

Philippa Thorp, Founder of Thorp Design

Philippa Thorp, founder of Thorp Design, is highly aware of the impact that news-hungry social media algorithms have on who sees your post and when, but has nevertheless “remained committed to timelessness, longevity and craftsmanship over novelty.” For Thorp, the greatest validation of that philosophy comes from the knowledge that her and her studio’s clients trust them implicitly. For Thorp Design, this level of trust leads to long-term client relationships, and frequently repeat business. “We're currently designing an 18,000 sq ft estate in Connecticut for clients whose London home we completed 27 years ago,” says Thorp. “Much of the bespoke furniture we created then is moving with them, simply reupholstered rather than replaced.”