Brand positioning, tone of voice, and social strategy for the companion store of a successful interior design business.

Our Role

  • Positioning
  • Brand Strategy
  • Tone of Voice
  • Copywriting
  • Social Strategy

Chango & Co., an interior design company based in Brooklyn, NY, came to Major looking for help establishing a separate but connected brand strategy and digital presence for its brick and mortar store and online boutique, Shop Chango & Co. Working closely with the company’s two partners, we identified a brand positioning and architecture for the shop, created a unique brand voice and core language, and developed a social media strategy that would allow the store to stand out as a companion brand to the greater Chango & Co. interior design business. As a result of our work, Chango & Co. launched a brand new Instagram handle for the store; a forthcoming website re-launch for the store is planned for the near future.


  • Brand Strategy

    Working closely with the two Partners and their team, we conducted research — inclusive of stakeholder interviews, an audit of the existing store brand, and review of the competitive landscape — to uncover insights and imperatives that would inform a purposeful brand strategy. We determined a brand positioning for the store that leans into what makes the store unique, and developed brand platform to guide all future brand activations.

  • Brand Architecture

    We worked with the team to identify an honest and strategic relationship between the two parts of our client’s business: their design firm, and their e-commerce and brick and mortar store. Our work resulted in a separate but connected relationship between the two businesses, with clearly delineated roles for each.

  • Brand Voice + Language

    We developed a brand voice for the Change & Co. store that encapsulates the refined energy of their growing store and e-commerce site, is distinct from the voice of the Chango & Co. design business, and serves the needs of day-to-day brand communications. Our work also included the creation of core brand copy: multipurpose language that the Chango & Co. team can use on a range of digital and print collateral and continue to grow over time.

  • Social Media Strategy

    We determined which social channels to focus on strategically and which to de-priotirize. Our social media plan included a channel specific strategy, the development of content pillars and sample content, recommendations on operational tools, an approach to influencer marketing and partnerships, reporting, testing, and more.