For over 12 years, EightyTwo has established itself as an award-winning luxury design studio in Singapore. Built on a reputation of excellence, it is more than just an interior design firm. It is a lifestyle purveyor, offering bespoke services guided by the living aspirations of its clients. The quality of work was never in question. What EightyTwo needed was a brand that spoke with the same authority as the interiors it created.
Scope of work: Brand Strategy, Brand Guidelines, Social Media Strategy, Content Creation, Social Media Management, Media Planning and Ads Management
EightyTwo:
Defining Understated Luxury in Interior Design
The Challenge
For a premium interior design firm, the brand has to live up to the work. Clients judge a design studio partly on how it presents itself, so every post and every touchpoint has to feel as considered as the interiors the firm creates.
EightyTwo was aiming to pivot: from a well-regarded interior firm into a recognised thought leader in the luxury space, with a positioning built on understated luxury and timelessness rather than chasing the trends the rest of the category follows. That pivot meant more than a new look. Messaging and objectives needed to be clarified before any content could carry them, and social media had to start generating the kind of leads a luxury studio actually wants, not just followers.
The symptoms were visible across the brand. The name itself gave prospects nothing to hold onto before they encountered the work, so every conversation started from zero. The content was leaning on borrowed, Pinterest-style imagery to keep the feed alive, which made the studio look like every other interior firm in the market rather than the thought leader it wanted to become. And the social presence was drawing attention, but not consistently from the clients EightyTwo actually wanted to commission its work.
Read together, these weren't separate problems. There was no brand strategy underneath the brand, so the name, the positioning, and the content were each being decided in isolation, and none of them reinforced the others.
Our Approach
We began with the foundation: brand guidelines that defined how EightyTwo should look, sound, and communicate, starting with meaning rather than aesthetics. We articulated what the studio stands for, the audience it's built for, and the specific territory of understated luxury it occupies in the premium interior design market. That gave the name something to carry. EightyTwo no longer had to explain itself, because the brand around it did the explaining.
From there we built the visual language and an asset library to hold it together, so every touchpoint carried the same standard as the interiors themselves. The guidelines also solved the content problem at its source: once the studio's sensibility was defined, the team had a brief to create against instead of a mood board to borrow from. The point of differentiation in interiors is rarely the imagery. It's the judgment behind it, and judgment can only show up consistently once it's been written down.
On that foundation, we ran ongoing social media management with three clear goals: build brand awareness, generate quality leads, and build a community around the studio's point of view. We treated the feed as a portfolio in motion, building content around the projects and design decisions EightyTwo wanted to be commissioned for, which is how a feed shifts from attracting a general audience to attracting the right one.
The Outcome
EightyTwo gained a complete brand foundation and a social presence built to match its premium, understated-luxury positioning. The brand guidelines now keep every touchpoint aligned and give the team a clear brief to create against, so content is produced from the studio's own point of view rather than assembled from the categories.
Instagram engagement rate climbed from 0.04% to consistently above 5%, peaking at 7.2% by the first quarter of 2026, evidence that the content wasn't just being seen, it was resonating with the right audience. Across the engagement, EightyTwo gained over 1,000 new Instagram followers and grew its combined content views on Instagram and Facebook into the hundreds of thousands per quarter. Traffic-driving performance scaled sharply too: Facebook link clicks alone grew from a few hundred a quarter to 5,758 in a single quarter by 2026, a 284% jump quarter on quarter, direct evidence of a content strategy converting attention into action.
