Just in time for the turn of the season, we here, at Laurence Carr, Inc., are delighted to share our updated branding, including a new logo, color scheme, and some website enhancements to make your experience here more user-friendly and comfortable.
At LC, we believe transparency is an important element of leadership in business, and to that end, I’d like to share a conversation between myself and my team member, Dana, about what informed our decisions to give the brand a facelift.
Dana: What inspired you to change the branding of the company?
Laurence: There has been a natural evolution of the brand from solely interior-focused to expand into lifestyle.
When the company was launched, we started with a focus on designing environments, specifically interior architecture and design. The more I write about on the blog with the overarching theme of designing beyond aesthetics (hence the blog name), and the deeper I dove into a holistic approach to designing for wellbeing and sustainability, we became aware of how we contribute as a luxury lifestyle company as well as a high-end design company.
The spaces in which we reside influence our wellness, and how we craft them influences the wellness of the Earth, so it is a natural evolution for our brand to expand beyond interior design and into lifestyle design. That’s when we connected with the phenomenal branding company The Beaux Arts to engage them in the art direction for our new concept.
Dana: Tell me more about lifestyle design. What does that mean to you?
Laurence: Lifestyle design is mindful design – a way of living holistically, intentionally making choices that support our wellbeing, joy, and happiness. If we feel good, we can do good, and that has a butterfly effect impacting others: on humans, on nature, on our planet Earth. Sustainability is at the core of my practice. Sustainability is about connectedness. It is the act of understanding that the individual decisions we make have an overall impact on humanity.
Taking responsibility for the choices we make in terms of their relation to both our own wellbeing, and their impact on the world, is a mindful lifestyle. Now more than ever, we have to be cognizant of the collective – what benefits not just us, but society as a whole. Then, everyone wins.
Dana: I love that! Now, I am wondering… how did you arrive at this new color scheme?
Laurence: There is a timeless elegance in designing with less. Less is the new luxe. Minimal can still be luxurious. So for the branding, we chose to let the black and white colors speak for themselves with my name and a unique, impactful font. This monochromatic color scheme on the website highlights the nuance and effect of color in the portfolio photos and inspiration imagery shared here.
Then, with The Beaux Arts, we thought about colors that, as thoughtful elements, can offer a layered refinement to this base. What I’m sharing below are examples, but not the definite choice that will be revealed later, after we complete a more comprehensive website redesign.
Dana: I agree, this was an inspired idea. So chic! Next, can you tell me a little about the updates to the website?
Laurence: Yes! My team and I have all been 100% virtual since March. We work from home, and wanted to use this time to update the website. We’ve streamlined navigation, and updated our services page to better reflect our improved virtual design offerings. We enhanced our eBoutique to make it easier for people to source sustainable and tasteful items for their homes, or improve their education and gain inspiration for including sustainability in their own homes through our many informative eBooks, and soon, online workshops too.
Dana: Those eBooks are such a fantastic resource. I love them! Lastly, can you share other ways to get involved with Laurence Carr and expand our awareness of sustainability in design and lifestyle?
Laurence: Definitely. I invite everyone to follow me on Instagram, where, as a nano influencer, I share my global inspiration (from having worked in so many countries), provide insider expert insights on holistic sustainable materials, eco-forward thinking design for mental wellbeing, wellness tips via IG live, and collaborate with brands in various industries that align with our goals on sustainability criteria. On Pinterest, you can follow our many inspiration boards, and participate by sharing your own favorite images in our collaborative boards. And don’t forget to sign up for our newsletter, to be updated on the various webinars I host for continuing education, and appearances I make as a panelist or speaker at design industry events.
And if you would like to be considered as a panelist for any webinars I’m planning, or collaborate with me on social media, please don’t hesitate to reach out! I am always looking for new people and brands with whom to partner!
Dana: Awesome. I’m so excited about the new direction for LC. Thanks for sharing your insights behind the change. I think it looks beautiful.
Laurence: Thank you! I agree!
