Multidisciplinary Design Brand
Project Overview
This project involved a decade-old, multidisciplinary design brand based in Lebanon, spanning three connected lines: interior design, high-end product design, and photography. The interior design line was well established. The product design collection was strong, arguably the strongest part of the business, but stayed largely unseen by the market it deserved. The photography line began as the founder's personal creative practice and had grown into an underused asset with real revenue potential.
Despite ten years in operation, physical and online stores, and occasional exhibitions abroad, the business had no clear path from visibility to purchase. The three lines blended into each other with no defined separation, target audiences were misaligned, pricing didn't reflect who was buying, where, or what materials were used, and the underlying infrastructure and technology weren't built to support growth. The business wasn't making money on sales, and in some cases was losing on them.
The opportunity was to give each line a clear identity, unify them under one coherent brand, and build the systems needed to turn a strong portfolio into consistent, profitable sales.
Client Background
Business Stage: Established (10+ years), with physical and online stores and periodic exhibitions abroad
Region: Lebanon
Goals and Vision:
Short term: Correct pricing, diversify revenue streams, build a working funnel, and start selling at a profit
Long term: Become the go-to name for high-quality, meaningful design, both in interiors and in product design, while establishing the founder's photography as a monetized, complementary line under the same brand
Challenges:
Three brand lines blurred together with no clear separation or identity
Audience targeting misaligned across all three lines
Infrastructure and technology not built to support the business
No funnel: browsers had no clear path to becoming buyers
Revenue thinking was narrow, tied to whatever inventory happened to be on hand
Photography/product business breaking even at best, losing money on sales at worst
Our Role in the Project
Tawlé was brought in to solve a marketing problem that turned out to be a structural one. The work centered on marketing, with operations addressed where it directly blocked the marketing plan from working.
Marketing: Rebuilt brand architecture across all three lines, giving each a distinct identity while unifying them under one clear umbrella. Redesigned pricing into tiers based on buyer type, purchase location, and materials used. Diversified revenue streams beyond the existing inventory. Built a sales funnel and a content calendar. Positioned the founder's photography as a monetizable line that extends the brand to new audiences.
Operations: Addressed the infrastructure and technology gaps that were preventing the marketing plan from functioning.
Deliverables included a full audit report, a brand architecture framework, a tiered pricing model, funnel design, a content calendar, and a granular, execution-ready marketing plan built for the client's team to implement directly.
Audit: Reviewed every part of the business — sales numbers, follower counts, online presence, in-store experience, digital presence, and the customer experience on the website.
Strategy: Built a full marketing strategy that unified the three brand lines under one identity without collapsing their differences, redesigned pricing, diversified revenue streams, and mapped the funnel from first touch to purchase.
Action Plan: Delivered a granular, ready-to-implement marketing plan covering positioning, pricing, funnel, and content, built for the client's team to execute directly.
the Process
Results & impact
When implemented, the systems and strategy position the brand to:
Sell at a consistent profit, a shift from the current state, where sales are breaking even or losing money
Generate a minimum 10x return on marketing investment once the plan is executed
Move from reactive inventory use to planned, seasonal product lines
Sell through existing inventory while building toward new seasonal collections, instead of adding stock no one buys
Give each line, interior design, product design, and photography, a distinct identity that still reinforces the same brand
Build significant market recognition as the go-to name for high-quality, meaningful design
