LAUNCHING A NEW BRAND… AND A NEW CATEGORY
Deborah DiMare, principal of the ultra-luxury interior design firm DiMare Design, wanted to refocus her business to offer cruelty-free design: vegan spaces that use no products made from animals. We saw it as a promising opportunity that aligned with the trend towards wellness and environmentally conscious living.
First, we developed her brand and website, using the tagline “Beauty. Compassion. Peace.” Then, our strategy was to maximize her exposure and credibility through an advocacy social media program. She led a Change.org petition campaign to have a room in the White House redecorated with cruelty-free materials during its 2017 renovation.
Very quickly, Deborah connected with top influencers in the vegan market, received ample press coverage and was endorsed by the leading animal rights organizations. In less than a year, she has successfully grown her Cruelty-free Design firm and branched out into offering the only Vegan Design course and certification worldwide.