Michelle’s Interiors

Designing an identity and website befitting an interior design powerhouse.

Michelle’s Interiors is one of Chicagoland’s premier residential interior design firms, led by owner Michelle Rohrer-Lauer. The firm’s work has been in the Chicago Sun-Times, Chicago Tribune, Daily Herald, Better Homes and Gardens, and Bedroom and Bath magazines. However, Michelle’s Interior’s old website did not convey the creativity, skill and passion that Michelle’s team brings to each project. She looked to Usman Group for help with rebranding and a new website.

The Usman Group team began by conducting a complete audit of the firm’s old website. This included meeting with Michelle and her team to fully understand how the firm operated, their objectives and to gain ideas for that influenced our design, copy tone and overall messaging.

We started from scratch to build a brand and web presence that truly reflected Michelle’s Interiors personality and accomplishments. As part of the rebranding process, we also created a new logo. Taking into account Michelle’s goals, our graphic design team provided several design options that ranged in style and presentation. Our team then used the logo she selected as the basis for the overall web design scheme.

Because Michelle’s work speaks for itself, we decided to have their portfolio be the focal point on the site. While we included a few detailed case studies to explain the finer points of the interior design process, the majority of the site focused on using photography to showcase the firm’s work. We leveraged an Instagram feed to share Michelle’s authentic experiences, influences and current projects – all while expanding the firm’s reach on social media. In addition, we liberally featured client testimonials to reinforce the visuals and enhance credibility.

We then interviewed Michelle to learn about her specific approach to her most prominent projects. This enabled us to write completely new copy for the website, including several in-depth case studies. To complete the content strategy plan, we conducted keyword research and used SEO best practices to apply this to the page’s titles, metas, alts and body copy.

To fully showcase Michelle’s Interior’s work, we also included video. We tapped into our video partner, Atrio, to create a documentary-style video that showcased company culture and their unique approach to interior design. This video, coupled with commissioned photography, allowed us to truly convey the firm’s extraordinary interior design skills, passion and approach to client services.

Today, www.michellesinteriors.com reflects this firm’s interior design capabilities and sensibilities – and has turned into a highly effective channel for prospects to turn into satisfied clients.

“We had been working with the Usman Group for over 5 years on our digital marketing programs. When it came time to redesign our website, I knew their team would be able thoroughly understand our business and help us demonstrate our value to potential high-end clients. I’m thrilled with the output and finally have a platform that accurately represents our experience, process, culture and voice. You guys are “simply fabulous.” Michelle Rohrer-Lauer OwnerMichelle’s Interior

Launch Website


Interior Screens

  • Michelles-Porftolio
  • Michelles-LightBox
  • Michelles-PortfolioEX
  • Michelles-About
  • Michelles-Team
  • Michelles-Press


Tablet Screens

  • michelles-home-tablet
  • Michelles-Menu-Tablet
  • Michelles-portfolio-tablet


Mobile Screens

  • michelles-home-mobile
  • Michelles-portfolio-mobile
  • michelles-about-mobile