Are you a CEO, VP of Marketing, or Sales Leader at an interior product company looking to grow in the hospitality or home design markets? The Thrive In Design Podcast is your go-to resource for innovative marketing strategies, brand storytelling techniques, and sales tactics that help you stand out in a competitive, design-driven industry.
Hosted by Nicole Lashae (Ben) Hall, Design Strategist and Founder of Thrive In Design, this weekly podcast offers actionable insights and expert interviews that help you position your brand, engage the A&D community, and scale your impact in the built environment. From product launch strategy to tradeshow optimization, digital marketing to dealer enablement — each episode gives you the tools to amplify visibility and drive measurable growth.
🎯 Topics we cover:
- Interior product marketing and brand positioning - Sales enablement strategies for the design industry - How to increase visibility with architects, designers, and specifiers - Hospitality and residential design market trends - Leveraging podcasts, content, and events to drive demand
Whether you’re launching a new collection, entering new verticals, or refining your go-to-market strategy — this podcast will equip you to lead with clarity, creativity, and confidence.
🌐 Visit our website: www.thriveindesign.co 📅 Sign up for our next live training: https://training.thriveindesign.co 💌 Subscribe to our email list: https://podcast.thriveindesign.co
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S7, E4: How Design-Centered Product Brands Can Elevate Their Visuals with Johnny Davis and Ken Lewis
Saison 7 · Épisode 4
jeudi 30 janvier 2025 • Durée 40:14
Have you ever struggled to capture the true essence of your interior design products with words alone, feeling the need for something more?
Visuals might be the solution you’re searching for. They are more than just decorative elements—they embody your brand’s story. While words convey messages, impactful visuals evoke emotions, spark imagination, and express what words often cannot. Whether it’s showcasing the elegance of a handcrafted piece or highlighting the practicality of a modern design, the right imagery creates lasting impressions and elevates your brand’s identity.
For over 26 years, Johnny Davis of Johnny Davis Digital Solutions has been at the forefront of photography, color management, and retouching, transforming creative visions into reality. Renowned for their seamless concept-to-completion approach, Johnny and his team offer exceptional services in photography, videography, cinematography, and graphic imaging. Since 2010, they have proudly partnered with leading furniture brands, serving the North Carolina furniture industry with excellence.
In this episode, we’ll explore how Johnny Davis and Ken Lewis merge artistry and technology to craft visually stunning results that elevate brand presence. We’ll also delve into their inspiring journey in the furniture industry and uncover valuable insights on how businesses can leverage creative digital solutions to stand out in today’s competitive market.
Let’s dive in!
Key Highlights from the Episode:
[00:01] Episode intro with Ken Lewis & Johnny Davis of Johnny Davis Digital Solutions
[01:54] The story behind Johnny Davis Digital Solution & what inspired its creation
[04:01] How the team blends photography, videography,& graphic imaging skills with clients
[09:20] Their ‘concept of completion’ business model and the entire process
[17:58] Significant changes in the furniture & interior product industries over the decades
[21:08] What CGI and AI is and the pros and cons of using them
[23:40] Recommendations to improve your brand visuals
[34:49] New and exciting things coming up in 2025 from Johnny Davis Digital Solutions
[37:55] Best ways to connect, episode wrap-up, and calls to action
Notable Quotes:
Video is the next evolution of commercial photography.
Everything can't be told in a story, especially of a furniture piece, in just a photograph. Sometimes, it needs more long-form or even short-form video content.
By building lasting relationships with brands and designers, financial gain becomes a natural byproduct of the connection.
Creating something entirely new is far more exciting from a creative standpoint than repeating what has been done for decades.
S7, E3: Building a Timeless Brand with Bespoke Photography and Visual Narratives with Tori Sikkema
Saison 7 · Épisode 3
jeudi 23 janvier 2025 • Durée 34:30
Imagine the first time a potential client encounters your work—not through a conversation or a handshake, but through a single image. That image holds the power to captivate, inspire, and tell a story that words alone often cannot. For designers, visual storytelling isn’t just a tool; it’s the bridge between their creative vision and how the world perceives it. By crafting a compelling visual narrative that reflects the essence of a space, a brand, or a project, you create an emotional connection, build trust, and establish a unique identity. Every design has a story waiting to be told, and through the lens of photography, those stories come alive, resonating deeply and leaving a lasting impact.
In today’s episode, Tori Sikkema shares her inspiring journey as a visual storyteller, her passion for connecting with creatives, and her unique approach to bespoke photography. We dive into how she helps designers and entrepreneurs build stronger brand identities through compelling imagery, providing you with actionable tools and inspiration to transform your brand through visual storytelling.
Tori is a bespoke interior, architectural, and celebrity photographer whose work radiates the timeless elegance of Hollywood glamour. She doesn’t just take photos—she creates stunning visual narratives that elevate design projects and bring brands to life with a unique blend of artistry and storytelling. Featured in Architectural Digest, Lux, Aspire, House Beautiful, and Good Housekeeping, Tori’s award-winning photography has made waves in the design industry. She is also the dynamic host of The Brand Lift Podcast, where she shares branding, marketing, and business insights for creatives.
Key Highlights from the Episode:
[00:01] Intro and a bit about our guest, Tori Sikkema
[02:32] Tori’s journey into Bespoke Interior and Architectural photography [06:02] Travel and Hollywood: How storytelling inspires Tori’s work
[08:18] Workflow: Creating a process that is consistent and repeatable
[10:22] Tips on how to tell the story of a design through photography
[12:49] How visual narratives build trust and connection with potential clients [14:56] Tori’s most favorite project’s storytelling, branding, and vision alignment
[20:07] How to use storyboard and shortlist to aid visual storytelling
[22:59] What it takes to tell a story, attract a client, and get a sale
[24:27] Tori’s branding and marketing tips for launches
S5, E12: Maximize Your Brand Presence in a Design Firm's Library
Saison 5 · Épisode 12
jeudi 28 mars 2024 • Durée 16:53
In today's competitive market, establishing a strong brand identity is paramount for any interior product company. Your firm's library presence remains a cornerstone, offering a tangible representation of your brand's values and offerings. Telling your story through printed marketing materials is pivotal in shaping your brand narrative. It provides an opportunity to weave a compelling brand narrative that resonates with your audience. From highlighting your brand's origins and values to showcasing your unique selling points, every element of your printed material should contribute to creating a cohesive and memorable brand presence.
In this episode, your host, Nicole, shares more about storytelling, the importance of design firms' library presence, and how to effectively leverage printed marketing materials to create a compelling brand narrative that leaves a lasting impression in the minds of your target audience. We will also discuss how to include a digital experience into your brand presence of a library.
Tune in?
Key Highlights from the Episode:
[00:01] Episode intro and what in for you in today’s show
[02:23] Why design firm libraries are getting smaller
[03:31] Why firm library presence for your brand is important
[04:11] New product launching and how to incorporate them into libraries
[05:15] How to tell your brand story through printed marketing materials
[05:23] Creating compelling visuals
[06:46] Having a narrative in your copywriting
[07:37] Showcase your brand's personality
[09:58] Integrating Visual Hierarchy
[10:29] Incorporating interactive and digital elements
[14:53] Wrap-up and call to action
Notable Quotes:
Let’s Connect:
Learn more about Thrive In Design:
S5, E11: Unveiling the Power of Personal Branding for A&D Sales Reps with Stephanie Schwab
Saison 5 · Épisode 11
jeudi 21 mars 2024 • Durée 24:00
In a world where consumers crave authenticity and connection, building a personal brand allows you, as an A&D rep, to establish trust, credibility, and influence within the industry. By being true to yourself and letting your unique perspective shine through sharing your story, expertise, values, and passion, you can position yourself as a thought leader and enhance your credibility and influence within the industry. Building a personal brand online empowers you to stand out in a crowded digital landscape, cultivate meaningful connections, and unlock new opportunities for business, growth, and success. An online presence is essential in today's digital landscape, and Stephanie Schwab, CEO of Crackerjack Marketing, offers invaluable guidance on navigating this dynamic terrain.
As the CEO of Crackerjack Marketing, Stephanie creates engaging digital marketing programs for exuberant lifestyle, tech, and education brands. Over the last 21-plus years, Stephanie has focused on social media, content marketing, and influencer marketing, blending management consulting best practices with agency creativity. She has worked with well-known brands, including Target, Graco Baby, Pernod-Ricard, Citizen Watch, and Abbott. Stephanie’s teams have been honored with social media industry awards, including a Ragan PR Daily, WOMMIE, PRNews Platinum, and OMMA awards.
Let's jump in!
Key Highlights from the Episode:
[00:01] Episode intro and a bit about our guest, Stephanie Schwab
[02:46] Stephanie's journey in the digital marketing space
[05:37] How B2B teams' marketing has evolved with the changing platforms
[06:57] Strategies for building thought leadership on LinkedIn
[09:34] How to build your personal brand presence online
[12:52] Success stories on how LinkedIn can generate leads and drive sales
[14:23] How Stephanie combines management, marketing, and agency creativity
Notable Quotes:
Connect with Stephanie Schwab
Learn more about Thrive In Design:
S5, E10: Elevating Your Interior Product Presentations: Tactical Approaches for Success
Saison 5 · Épisode 10
jeudi 14 mars 2024 • Durée 20:25
In order for your interior product brand to achieve success, there needs to be five main areas of focus. These areas, known as touchpoints, include your showroom, firm library presence, events, product presentation, and the role of your sales representatives. Product presentations are particularly crucial because they distinguish your products from others in the market.
Revamping your product presentation is crucial for interior product companies as it directly impacts their ability to stand out in a competitive market and attract clients. With design trends evolving rapidly and consumer preferences shifting, presenting products in a fresh and compelling way is essential for staying relevant and appealing to target audiences. Additionally, an innovative and visually engaging product presentation can effectively communicate the value and unique features of each product, ultimately increasing client interest and driving sales.
In today's dynamic design landscape, investing in the revamp of product presentations is not just beneficial—it's imperative for companies looking to thrive and succeed in the industry. Nicole will share practical tips for improving your product presentations in this episode. She will discuss how you can use ChatGPT to generate various online and offline product presentation ideas. However, it is important to use these ideas cautiously because they are generic. You will need to adapt them to fit your business's specific needs. Thrive In Design is available to help you if you are struggling with strategies.
Let's jump in!
Key Highlights from the Episode:
[00:01] Episode intro and a bit about our previous discussions of the season
[02:28] The 5 touch points your interior product brand should focus on
[03:01] The product presentation and it’s hidden magic
[04:30] Using ChatGPT for ideas on online product presentations
[08:02] Visual storytelling to ensure your presentation follows a visual flow
Notable Quotes:
Learn more about Thrive In Design:
S5, E9: 4 Signs Interior Product Companies Need Help with Brand Storytelling
Saison 5 · Épisode 9
jeudi 7 mars 2024 • Durée 25:34
When an interior product brand works with Thrive In Design, they often come with the same question: "How can I make my brand story cohesive across platforms and have an online and offline strategy?" It's important to emphasize the significance of having a consistent brand story across various platforms. Companies need to understand that their brand expansion is directly correlated to telling a consistent story and the experience a designer has with their interior product brand.
Consistency in branding creates trust and recognition among customers. When consumers encounter a brand message that is consistent across different platforms, it reinforces the brand's identity and values. This consistency builds credibility and loyalty, ultimately leading to increased sales and brand growth.
Thrive In Design specializes in helping companies develop and maintain a cohesive brand story that resonates with their target audience. By crafting a unified brand narrative and implementing effective online and offline strategies, companies can enhance their market presence and drive success in the competitive interior product industry.
Here are some scenarios that indicate your company might be a good fit for Thrive In Design's services:
Scenario 1: Established interior product companies that previously focused on custom products and are adding a collection to their line.
Scenario 2: Companies with strong leadership and skills but who need someone with a business-oriented mindset. This includes understanding different U.S. markets, identifying the best market focus, and developing effective strategies for each.
Scenario 3: Established interior product companies from other countries seeking to expand into the U.S. market.
Scenario 4: Companies relying on outdated sales methods.
In this episode, Nicole discusses these scenarios and explains why now is the time to focus on storytelling (and hire Thrive In Design). She discusses how to leverage both online and offline strategies effectively.
Let's jump in!
Notable Quotes:
Learn more about Thrive In Design:
S5, E8: Elevate and Master Your Narrative to Boost Revenue with Ericka Saurit
Saison 5 · Épisode 8
jeudi 29 février 2024 • Durée 47:02
People remember how you made them feel, not just what you sold. This means they will remember your brand beyond the transaction. However, a brand is not just a logo or website color. It is the emotional experience people have with your business. But how do you create a memorable experience? How do you make clients feel the emotions and choose your brand repeatedly? To do this, you must consider storytelling and shift from a business mindset to a brand mentality.
Ericka Saurit, who joins us in today’s episode, emphasizes the power of storytelling in building a brand. She highlights that you must clearly explain your offer and consistently tell your clients why they should choose you over others. In this episode, you will learn the strategies and skills that make your story stand out and emotionally connect with clients.
Ericka Saurit is the Founder of Saurit Creative and the Marketing School for Creatives. As a designer and marketer, she has witnessed the transformative power of compelling storytelling across businesses of varying scales, from design firms and manufacturers to global tech companies and burgeoning D2C startups. Ericka has observed firsthand how brands with a clear and concise narrative consistently outshine their competitors with inconsistent messaging.
Let's jump in!
Key Highlights from the Episode:
[00:01] Episode intro and a bit about our guest, Ericka Saurit
[02:30] Ericka’s backstory and journey into interior design
[08:05] The shift from college to your interior design sweet spot
[09:46] How she has been able to merge her passions and storytelling strategies
[14:00] The difference between being a brand vs. a business
[18:55] The E3 brand marketing framework to make your clients come back
[28:22] Interior designers Ericka has worked with to grow their business with storytelling
Notable Quotes:
Connect with Ericka Saurit
Learn more about Thrive In Design:
S5, E7: Crafting Your Brand Story: The Power of Storytelling
Saison 5 · Épisode 3
jeudi 22 février 2024 • Durée 28:27
What is the story behind your interior product brand, and do you know why it is important to your audience? Every brand has a story to tell, and understanding and articulating your brand story is crucial for connecting with your audience on a deeper level.
Brand storytelling is the key to cutting through the noise in a crowded marketplace, where distractions abound and attention spans are fleeting. Your brand story, whether conveyed online or in person, serves as a beacon, guiding customers through the clutter and leaving a lasting impression.
Whether it's the humble beginnings of your brand story, the solutions and value you offer, or the vision for the future, making it compelling, relevant, and unforgettable can help you build a loyal customer base and distinguish yourself from the competition, regardless of your style.
In this episode, your host, Nicole, shares more on brand storytelling in interior product design to help you create a compelling brand story that will not only differentiate your brand from its competitors but also help you cut through the noise.
Let's dive in!
Key Highlights from the Episode:
[00:01] Intro and what’s in for you in this episode
[03:43] Nicoles’s story and elevator pitch for her brand
[05:01] Why you need to get clear on your story and how you share it
[08:30] Storytelling and why it is relevant to your interior product design
[10:24] 3 storytelling strategies to maximize visibility, profit, and impact
[17:49] 3 things to prioritize when telling your brand story
[18:47] Storytelling key points from The Art Of The Tale
[23:03] Lessons from a Mirror Company on the importance of storytelling
S5, E6: From Ordinary to Extraordinary: Mastering Outdoor Design with Steve Griggs
Saison 5 · Épisode 6
jeudi 15 février 2024 • Durée 22:42
Creative design is the cornerstone of creating outdoor experiences that leave a lasting impression by elevating ordinary spaces into extraordinary works of art. Drawing inspiration from the ambiance and fostering creative collaboration allows each space's unique characteristics to guide our design journey. Collaboration in outdoor design is pivotal as it enables us to blend individual visions, technical know-how, and creative flair to breathe life into outdoor spaces. This not only enhances innovation but also ensures that the final design reflects the desires and needs of the people who will inhabit and enjoy the space in the long run.
In this episode, Steve Griggs from Steve Griggs Designs shares more about outdoor design, how to elevate your creative design game, and the principles of turning ordinary spaces into extraordinary art. Steve at Griggs extends beyond his design prowess. He is a two-time recipient of the Inc. 5000 Award, a testament to his passion, dedication, and impact. He started with the wheelbarrow, working tirelessly to build his business from the ground up.
Today, Steve is the go-to expert for landscape design, swimming pools, and outdoor entertaining spaces. One of Steve’s remarkable qualities is his approach to design. He doesn’t impose cookie-cutter designs. Instead, he collaborates closely with clients to understand their unique vision. His work extends beyond traditional landscaping to reinventing and renovating urban spaces and designing luxury homes and communities.
As the best-selling author of "Straight Dirt: New York City's Premier Designer Tells It Like It Is," he shares insider secrets of working effectively with landscape designers and contractors.
Let's jump in!
Key Highlights from the Episode:
[00:01] Episode intro and a bit about our guest, Steve Griggs
[03:10] Steve’s passions and journey in becoming a premier landscape designer
[04:41] How being in the public eye influenced Steve’s designs and projects
Notable Quotes:
Resources Mentioned
Connect with Steve Griggs
Learn more about Thrive In Design:
S5, E5: Innovative Horizons: A Designer's Perspective on Waterfront Infrastructure with Dena Prastos
Saison 5 · Épisode 5
jeudi 8 février 2024 • Durée 27:32
Waterfront infrastructure refers to the systems and structures built along the edges of bodies of water to serve various purposes, such as transportation, recreation, flood protection, habitat restoration, and economic development. Despite the significant opportunities, waterfront infrastructures are not immune to a unique set of challenges. Architects and designers must consider resiliency and sustainability.
Waterfront areas are vulnerable to flooding, erosion, and other natural hazards. Architects and designers need to employ materials and construction methods that can withstand these challenges. They also must consider the impact of climate change and design for rising sea levels and more extreme weather events. Regarding sustainability, waterfront development should be executed in a way that protects the environment and minimizes the impact on natural resources.
In this episode, we are joined by Dena Prastos, a visionary professional with expertise in waterfront architecture, civil engineering, futurism, climate adaptation, entrepreneurship, and innovative thinking. As the founder and CEO of Indigo River, a pioneering transdisciplinary design firm led by women, she spearheads progressive initiatives in waterfront architecture, resilience, and climate adaptation. Renowned as a leading authority in New York Harbor and beyond, her firm excels in seamlessly transcending boundaries to address climate challenges through innovative waterfront solutions. Indigo River is dedicated to guiding and overseeing projects from inception to completion, including construction and ongoing operations.
Let's jump in!
Key Highlights from the Episode:
[00:01] Episode intro and a bit about our guest, Dena Prastos
[01:59] Dena’s journey and what inspired her to start Indigo River
[05:00] The growth journey of Indigo River since its inception
[06:45] Dena’s creative process in the Indigo River
[09:58] A breakdown of one of Dena’s most memorable projects
Notable Quotes:
Connect with Dena Prastos
Learn more about Thrive In Design:
[29:11] The parallels between photography and podcasting
[31:03] What’s next for Tori and how she hopes to continue inspiring creatives [32:32] How to reach out, connect, or learn more about Tori
Notable Quotes:
"Without understanding who you are, what you do, and who you’re trying to reach, you can’t tell the story."
"Your visual marketing aspect is your first handshake with your client who has not even met you."
"Before you even have a conversation with a prospective client, you’re putting your best face of your design project through visual imagery, so it’s critical to capture it through professional photography, it’s your calling card." ● “Find that design project that you can use as your laboratory and go wild”
Having your firm library presence at the top of the line is still very important for your interior product company.
It’s so important to make sure that the narrative in your marketing materials is telling your brand's value, mission, and unique selling point in a concise, impactful way.
[08:55] Utilize multimedia such as product demos, virtual tours, and customer reviews
[10:38] Tailoring your story to resonate with your online audience
[11:47] Creating consistent branding
[12:33] Offline product presentation ideas and how they differ from online
[15:32] A case study on the power of effective product presentation
[17:50] Indicators that you need help with product presentations
[18:46] Episode wrap-up and calls to action
In your product presentation, consider using online polls and Q/As to keep your audience engaged because of their limited attention span.
Always avoid unnecessary details and focus on the most impactful aspects of your product story.
Constantly tailor your story to resonate with your online audience. At the end of the day, your brand story is important, but people buy from people in this industry.
[05:50] Steve’s design process and how it’s different from what is on TV
[07:01] Things Steve has to get his clients to understand in the design process
[08:00] Key principles of turning ordinary spaces into extraordinary works of art
[10:50] How Steve approaches collaboration in his design process
[13:02] Timely elements that Steve incorporates in his design and how he balances
[13:44] Projects Steve has worked on in his 40 years career
[14:34] Steve’s most memorable projects that posed unique challenges and how he overcame
[16:20] Misconception Steve has encountered in landscape and design
[17:57] How Steve integrates environment-friendly practices and materials in his projects
[20:03] Steve’s advice to aspiring designers looking to build successful careers in business
[21:46] How to reach out and connect with Steve
[22:03] Episode wrap-up and calls to action
Always try to draw inspiration from the job site and the ambiance itself.
No one knows everything, no matter how long they have been doing it, and that’s why we collaborate.
We are the orchestrators, and when we collaborate with the homeowner, we get their vision and unique desires.
Creative design is a business; you need to treat it like one, so get your art together, be organized, focus, and make money to be around for a long time.
[12:09] How to stay informed and innovative on climate change as a designer or architecture
[16:46] The role of sustainability in her design world
[18:37] Key collaborations that have shaped Dena’s work
[24:54] The future of Indigo River
[26:12] Episode wrap-up and calls to action
Sustainability goes hand in hand with resiliency. Sustainability is man’s impact on the planet, while resiliency is nature’s impact on humankind.
By default, working on the waterfront is one of the most vulnerable topographies to climate change, rising sea levels, and flooding.
Before approaching any waterfront infrastructure project, you must do thorough due diligence. You must understand different underlying site conditions and natural weather patterns of the area.
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