The Modern Vic is a bespoke San Francisco Bay Area interior design firm founded by owner and principal designer Sarah Stern-Benoit. As a Bay Area native with a passion for history and architecture, Sarah’s journey into interior design started early in life, inspired by witnessing the time, love, and transformation her parents achieved in restoring their own homes. This deep-rooted appreciation for the intersection of history and personal storytelling fueled the founding of The Modern Vic in 2020.
In the busy marketplace of interior design services, The Modern Vic sought to define a distinctive brand identity to find their audience, refine their messaging, and strategically position themselves for success. With increasing competition in the design industry, standing out required a clear and distinctive voice.
The Modern Vic began their branding journey with us by diving headfirst into a deep branding exercise to define the brand’s unique identity, core values, selling points, and ideal audience.
This collaboration resulted in the development of The Modern Vic’s Brand Identity and Unique Selling Points Guide, a tailored resource that now serves as the company's branding and communications reference point.
The Guide establishes actionable strategies and messaging specifically crafted to highlight The Modern Vic’s distinctive voice and offerings. By focusing on their unique strengths and values, we positioned them for success in the competitive interior design marketplace.
Timeless Branding for a Timeless Vision:
The Modern Vic’s Brand Story
Uncovering the Heart of The Modern Vic
The first stage of our branding collaboration with The Modern Vic was a detailed questionnaire designed to uncover the heart of the brand. We explored their values, mission, background, ideal clients, competitors, and Sarah’s personal insights into her industry. Through in-depth discussions, we refined these foundational elements, drawing out key themes that would shape the brand’s identity.
Using the knowledge gained during this information-finding phase, we developed a deep understanding of the ethos behind The Modern Vic, as well as the motives, goals, and vision that drive their work.
Mapping the Competitive Landscape
Our next step was researching and developing insights into The Modern Vic’s industry. After all, if one wants to stand out, it’s important to know the ecosystem one operates in. Through brand audits, competitive analysis, audience research, and a detailed SWOT analysis, we identified critical opportunities to differentiate The Modern Vic from their competitors.
With this comprehensive understanding of the brand and its landscape, we crafted a tailored messaging and branding strategy. Every element of this strategy was grounded in our findings and, more importantly, stayed true to Sarah’s vision and goals for The Modern Vic.
Creating a Blueprint for Success
The final phase of this exercise involved delivering a customized Brand Discovery & Unique Selling Points Guide. More than just a document, this Guide is a 'branding North Star,' aligning The Modern Vic’s identity, voice, and position in the marketplace.
Sarah played a central role throughout the process, offering thoughtful feedback to ensure the strategies and messaging truly reflected her vision for The Modern Vic. Together, we refined the Guide to perfectly align with the brand’s core values and goals.
To ensure the strategy was actionable, we included tips, ideas, and a step-by-step six-month implementation plan designed to bring the brand’s messaging to life across social media, client interactions, and marketing efforts.
The Impact of Timeless Branding
Reflecting on the process of the branding exercise and Guide, The Modern Vic’s founder shared:
“Kit Friday Consulting gave me a very comprehensive and comprehensible marketing plan based on my brand, how to express it across social media, and how to incorporate it in my communications.
I was really impressed by their ability to understand my brand in a way I couldn’t communicate myself!”
This thoughtful alignment of brand identity, company values, and target audience has laid the groundwork for a cohesive and impactful marketing strategy.
Since working together, The Modern Vic has received rave reviews and, more importantly, leads and clients, thanks to its solid understanding of its brand and how to communicate its offerings. Sarah and her team have shown that in today's competitive interior design landscape, a well-crafted brand identity isn’t just a label—it’s a powerful foundation for lasting success and meaningful client connections.
In Part II of this case study, we explore how The Modern Vic’s social media system came together — turning brand strategy into a clear framework for content, visuals, and voice that built lasting confidence and momentum.