Line made out of helixes.
A modern house in a snowy landscape.

D’Apostrophe Design, Inc

Since 1996, D’Apostrophe Design has built and renovated high-end modern spaces for clients immersed in the worlds of art and fashion.

I refined the firm’s visual identity and strategic positioning to amplify its presence.

Scope:

Branding

Web Design

Strategy

Engagement

A web page displaying a portfolio of interior and architectural design projects with images of modern spaces, including a decorated dining room, a spiral staircase, and a staircase with an art installation.

Web Design

I created a new website to showcase more than 30 years of the studio’s work, while reflecting the brand’s minimalist aesthetic. In collaboration with Francis, the Principal, we treated the layout as a site plan, refining it through iterations until each element was precisely positioned in space. The final version is built on WordPress with custom code and offers a responsive experience across devices.

To drive traffic, I utilized social media (posts, reels, and stories) to highlight projects and guide audiences to the site.

The initiative drove a 79% increase in views and a 92% rise in visitors from 2022 to 2023, with engagement sustained through 2025.

Visit: www.dapostrophe.com

An iPhone displaying a webpage titled "Projects" with a photo of a well-decorated dining room.
An iPhone displaying a website with images of an architecture monograph.
Interior view of a modern living room with large floor-to-ceiling windows, a free standing shelving with colorful glassware, and contemporary art, lit by natural light from the terrace.

Strategy

Years of engagement with the brand have enabled me to position project features, with meaningful story angles, for journalists, publications, and design awards. I have also grown the network of media contacts to broaden visibility.

During my tenure, the firm expanded into video production through partnerships with SERHANT and NBC Universal.

Features:

  • “Peak Chic - D’Apostrophe Design masterminds a mountainside haven in Deer Valley, Utah, prioritizing cozy furnishings and kicky art amid family-friendly spaces”, Galerie Magazine.

  • “Inside a triplex loft in Noho that blends sculptural design with livable comfort”, NBC’S Open House.

  • 45 East 80th St Listing, SERHANT.

  • “61 New York Architects on the AD Pro directory that you need to know“, AD PRO.

  • “Francis D’Haene redesigns an art-filled triplex in Manhattan”, 1st Dibs.

  • “The Living Room by The Design Leadership Network”, Assouline.

  • “Un rifugio di lusso immerso nel verde, tra arte, musica e tanta personalità”, AD Italia.

  • “Best in Design 2022”, Interior Design.

  • “The Farmer’s Architect: How modern is championing the rural barn”, S/M Magazine.

  • AD PRO Directory 2023 - 2026.

Awards:

A contemporary living room, part of an art-filled Manhattan triplex.
A large modern house with black exterior siding and a stone chimney, with a deck and outdoor furniture, overlooking the lush green hillside and forest of Utah.
Living room with paneled wall with modern abstract artwork above white fireplace, inside of a home made by Thomas Kligerman.
Open architecture and design magazine showing modern home designs and interior rooms.

Engagement

I managed the firm’s Instagram, curating a clear visual identity. The profile was planned so that each row highlights a single project. Additional efforts include short-form video content, documenting construction progress, and key architectural moments. I also coordinated media features and joint posts with collaborators to extend reach.

Insights:

  • Follower engagement grew from 6K to 13.7K in 12 months.

  • 221K total views across posts and Reels in the last 7 months.

  • Top performing reel reached 671K views.

In parallel, I produced and distributed newsletter campaigns via Mailchimp to keep clients informed and drive traffic to featured projects.

  • Top open rate: 72.6%

  • Average open rate: ~48%, more than double the architecture industry benchmark of 21%

  • Total opens across all campaigns: 2,300+

  • Total clicks: 340+

  • Unsubscribe rate: consistently near 0%

D' Apostrophe Design's Instagram profile page showing various interior and exterior photos of architecture and design projects.

Branding

Each year I produced custom collateral for clients and trade partners, using the logo as a starting point to develop new brand elements. Some pieces were holiday-themed, while others reinforce the brand’s signature style.

Letterpress Printing:

  • Business Cards

Digital Printing:

  • Portfolios & Presentations

  • Holiday Cards

  • Tissue Paper

Custom Merchandise:

  • Tote bags

  • Baseball Cap

Holiday greeting card with colorful, outlined text and a message below that says 'Happy Holidays and a Happy New Year'.
Outline of a residential mailbox and the text 'Happy Holidays and a Happy New Year' on the left.
A sheet of decorative tissue paper with small, printed, black icons of apostrophes arranged in a grid pattern.
Black bag with an orange outline apostrophe printed on it, laid flat on a white background.
Black baseball cap with an orange embroidered apostrophe on the front

Project photography by William Waldron, Gregory Holm, Richard Powers, and Yann Chashanovski.

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