The backstory

If you’ve ever tried to redecorate your office or home, you may have experienced the difficulty of finding the right art to fit a space. What many people don’t realize is that interior designers, architects, and design professionals face this same problem when working with their clients.

Horizon Art simplifies the complex art buying process by serving as a full-service consultant who manages everything from design and sourcing, to framing and fabrication, to shipping and installation.

Owner Harold Hoeg and his team wanted to use their website to connect with design professionals and attract more referrals. When they approached Dina Miller of square peg creative for help with a website redesign, Dina realized that they had several audiences with different needs. This wasn’t just a design challenge; it was a messaging and content challenge. So she called on me to develop messaging and copy that would resonate with each of Horizon Art’s client segments and make her design shine.

Crafting the right messages for the right people

First, we went through an intensive brand messaging development process, where I interviewed several clients and members of the design trade in order to understand their needs and goals. We also analyzed Horizon Art’s competitors to determine how the brand should position itself among their peers. This research culminated in a Branding and Messaging Guide to inform the team’s sales efforts and the new website content.



From there, Dina and I worked together to create an intuitive website that shows off Horizon Art’s services, communicates their industry expertise, and directs different visitors to the information they’ll find most valuable. See the results of our collaboration at