Circular Salutogenic Design

Between 2018 and 2025, we worked collaboratively on the Brand & Creative Strategy for the House of Grey, with its Founder Louisa Grey - arguably one of Europe’s most influential interior designers and stylists of the past decade.

In 2018, we developed the written expression of the brand. As an interior design studio, its content was high quality and highly visual, however it didn’t have words to describe its ethos, or a tone of voice.

We collaborated on creating 7 Design Principles for the brand, the Creative Strategy & Master Copy that could be used to create content across PR, social media and brand partnerships.

In 2020, we evolved and refreshed the brand narrative to encapsulate the evolution of the design approach of the studio: wellbeing design, using ethical, sustainable materials. We then developed the studio’s unique brand positioning and campaign concept:
‘Circular Salutogenic Design’.

We worked closely with Louisa Grey on developing and launching House of Grey’s Circular Salutogenic Design product range. In 2021, the brand launched its first product collaborations with Bauwerk paints, Olfactory Aoiro and Rug Makers, Armadillo.

House of Grey consistently receive press enquiries from all over the world about Circular Salutogenic Design.

Featured in Elle Decoration, Est Living and many other design publications and blogs.

House of Grey has over 125,000 Instagram followers grown organically through engaging visual, written and conceptual content.