CASE STUDY • Projects • Content Strategy • Brand Voice

Clutch content strategy

In 2018, Clutch Design Studio was a new firm with exceptional work and low visibility. As lead writer and content strategist at Annabel Media, I got the opportunity to change that.

ROLE
Copywriting • Content Strategy • 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 50 Fifty, a distinctive commercial project ripe for media attention.

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

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

  • In only one year of targeted outreach, Annabel Media secured five awards and more than 15 media placements for Clutch Design Studio.

  • Our content marketing efforts increased engagement across channels, creating new opportunities for collaboration and business growth.

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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