CASE STUDY • PortfolioContent 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.

Tall blue building with a glass facade

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

cantilevered deck perched on the edge of a 200-ft cliff

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

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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

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