CASE STUDY • Portfolio • Content Strategy & Design • Content Writing • Brand Voice
Clutch content strategy
In 2018, Clutch Design Studio contracted Annabel Media for content marketing and media outreach services.
As the lead writer on the account, I oversaw the content strategy, including market research, content development, thought leadership, and press outreach initiatives.
ROLE
Copywriting • Content Strategy • Content Writing • Media Outreach
COMPANY
Annabel Media
CLIENT
Clutch Design Studio
YEARS
2018-2020
CHALLENGE //
Clutch was a young firm with a small portfolio of projects.
While the team had decades of experience, their online presence was minimal and brand recognition remained low.
Image: Clutch Design Studio’s 50 Fifty project / Image credit: JC Buck
OPPORTUNITY //
Clutch had recently completed a distinctive commercial project and was poised to expand its reach.
APPROACH // RESEARCH
Assessed business objectives
Reviewed existing materials
Completed a competitive audit
Outlined market trends and opportunities
APPROACH // POSITIONING
Identified target audiences
Defined brand narrative
Honed value proposition and messaging
Elevated project portfolio
APPROACH // MANAGEMENT
Used research to define content strategy
Aligned stakeholders around key objectives
Defined metrics for success
Established communication workflows
Image: rendering of the Cliff House Overlook cantilevered deck by Clutch Design Studio
APPROACH // STRATEGY
Prioritized thought leadership initiatives
Updated messaging across platforms
Expanded portfolio content
Introduced client testimonials
Launched blog, newsletter, and social media content
Cultivated strategic partnerships
Initiated targeted media outreach
CONTENT //
Design principles
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Backed by technical expertise spanning numerous industries and disciplines, we explore new and innovative approaches to material, craft, design, and manufacturing. “It hasn’t been done before” is not a deterrent but rather an invitation to challenge our technical expertise, develop new ideas, and execute effective solutions.
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We are practiced in untangling assumptions—identifying that which seems fixed and then testing, inquiring, and reimagining until there is no box to think outside of, only goalposts to guide our path. Our source is not ego but curiosity. Our designs are not loud but compelling.
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We excel at distilling complex, analytical, often abstract ideas into smart, simple solutions. This aptitude is the foundation of our company and allows us to flip concepts upside down, to uncouple logic from convention, and to surface unseen compositions rooted in a sound understanding of craft.
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Our role extends beyond architecture and well into the mechanics of every project. We are interested not only in how things are made but also how they function, age, interact, align, and contrast. Our knowledge is honed by experience and is part of an ongoing study. We cannot fully contribute to the built environment without addressing the ways in which it is formed.
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How a design looks and functions is parallel to how it feels. Woven into every structure is a narrative. And whether that narrative is defined by story, client, context, or experience, it is our goal to create meaningful designs that cultivate value for the individual, the community, and the environment.
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We are fixed on the continuous elevation of our craft. Our decisions are deliberate. They are the result of a detailed and integrated understanding of project scope, design, mechanics, budget, and program. Each client benefits from personalized service tailored to their goals and parameters. And each project raises the expectations for those that follow.
CONTENT // DESIGN PHILOSOPHY
Bold ideas.
Streamlined execution.
Human-centered design.
Clutch Design Studio is on a mission to create incredible additions to the built environment. Our approach combines innovation with acuity to create lasting value for our clients, our community, and the environment.
CONTENT // MARKETING COLLATERAL
With the new messaging approved, we created a 32-page digital and print brochure to highlight Clutch’s values, capabilities, and expertise.
CONTENT // THOUGHT LEADERSHIP
I developed a content marketing calendar and launched regular blog, newsletter, and social media campaigns. I also began targeted outreach for awards, media placements, speaking engagements, and strategic partnership opportunities.
IMPACT // CONTRIBUTIONS
Our content marketing efforts increased engagement across channels, creating new opportunities for collaboration and business growth.
In only one year of targeted outreach, Annabel Media secured five awards and more than 15 media placements for Clutch Design Studio.
IMPACT // AWARDS
AIA Colorado 2019 Award of Distinction
AIA Western Mountain Region Design Excellence Merit Award
Associated General Contractors Best Building Project, Silver
Denver Mayor’s Design Award
PCBC Gold Nugget Award of Merit
IMPACT // MEDIA
BisNow Denver
BusinessDen
biz magazine
Colorado Expression
Colorado Real Estate Journal
Denver Business Journal
Denver Startup Week
Mile High CRE
World Architects