With the Tuesday Q&A series, CatMax Photography introduces you to exceptional entrepreneurs who have gone through the CatMax Personal Branding Experience.

Today, we’re featuring Jennifer Looney, an accomplished interior designer and the creative force behind JL Signature Designs. Originally from Tennessee, Jennifer made a bold move to Georgia to join her husband, rebranding her entire business in the process. With a passion for transforming spaces into reflections of individuality and elegance, Jennifer has built a renowned brand that merges timeless style with innovative design. Her dedication to creating environments that inspire and comfort has made JL Signature Designs a standout in the industry.

In this post, we dive into Jennifer’s journey of relocating and rebranding her business, the challenges she faced during the transition, her strategies for attracting new clients in Georgia, and the successful outcomes of her rebranding efforts, and the details of her Personal Branding Experience, and more.

Jennifer Looney, Interior Designer. Photo Credit: CatMax Photography

What inspired your decision to move JLS Designs from Tennessee to Georgia?

I moved to be with my husband who relocated to Atlanta for a new job. I commuted back and forth from May 2019 - Nov 2021, working in both states. I still travel back once a month to work in TN, I still have amazing clients that have requested my services. One of my son’s live there as well, so it gives me a chance to spend time with him.

Can you describe the process of rebranding your business during the move?

I started the process of networking before I lived full time in GA to make connections and grow my customer base, I had a great plan and then covid hit. I pressed the pause button because my business exploded and I had my best year despite the pandemic.

What were the main challenges you faced in rebranding JLS Designs?

The first obstacle was covid. When I updated my business about 10 years ago, I changed the web domain and updated my logo and brand colors but in doing so JLS Designs was not available at the time so I added the TN since I was located in TN but having moved to GA the web address created some confusion as to where I was doing business. And JLS were my initials and with my move and new last name it was time to take the S in another direction since it wasn’t my name. In the beginning my thought was to completely change the name and the more I thought about and researched it, most designers' business names are their names. I am my brand, so I thought about how to refresh the name without having it be tied to my last name or location, I learned that lesson - these things change! JL Signature Designs was born, similar but different enough so that I could accomplish my goals.

How did you choose the new logo, colors, and overall aesthetic for your rebranded business?

I hired a branding consultant to help guide me through the process, Rachael Johanson, after hearing her speak at an industry event I was at. Her presentation was on time and on the mark. Once hired, Rachael guided me through her process of identifying my likes, dislikes and direction for the aesthetic. I filled out her questionnaire and provided examples. Once all was compiled and completed we met for a one day work session. Rachael took time to review my current materials and provide me with comprehensive feedback as to where I currently was and how to elevate my brand to my desired goal.

Who did you collaborate with for your new logo and branding materials?

Once we completed our one day work session, I then was tasked with hiring a marketing person to create my logo, brand guide and website. I worked with Lauren L’Heureux. She took the notes that Rachael I compiled, we reviewed them and then she went to work with a couple of drafts.

What steps did you take to update your website and social media presence?

I completely changed my web domain name and created a more clean line website to be more inline with my brand - more like House Beautiful feel. Laurent created the website.

I do have a social media team, MP Consulting and I shared all the notes that I had to be sure that all profiles were on brand and the communication would be upleveled. Rachael provided a good road map of what to post, content rotation and a list of keywords to use to speak to my target audience. My team also needed to recreate the SEO content that was working on my old site to my new one.

I hired CatMax to assist with the branding photos I would be needing - again, I shared all the information prior to our shoot to assist with making sure our time and shots would be on target. She came prepared the day of the shoot with great ideas. I was able to share the website layout so that she had a visual of the photo needs. We didn’t share any of these new photos until after the launch.

I also hired Kamala Nair, a former editor for Elle Decor and West Elm, an interior design copywriter to assist in making sure the copy on my new site was on brand and speaks directly to my target client. She also had me fill out a questionnaire for every portfolio project that was going to be on my site to write a personalized project story and interviewed three of my clients to provide testimonials to be included.

How did you communicate the rebranding and move to your existing clients?

We did a few social media posts indicating an exciting change was in the works but we didn’t supply any details. Then on June 3rd, we flipped the switch and everything went live! That was the extent of the communication. The big work has been to create all the rebranded materials such as, note cards, business cards, branded stickers, client packages and re-evaluating all my printed materials and process to be sure it was all on brand. I had wanted to make some big changes to my process and what clients I took on and with my old brand, I felt like I was still not feeling the clarity on how to get there.

What strategies did you use to attract new clients in Georgia?

Most of my new business comes from referrals, so my goal initially was to network and start to build my client base. As my phone was ringing I was learning that google was where people were finding me and the SEO that had been done on my site was working.

How has the move impacted your business operations and client interactions?

I realized that I wanted in the move that I wanted to take on larger projects to help grow my business and increase my profits, so in the rebranding I have created a minimum project investment and a 2 room minimum. Rachael builds her clients to put a velvet rope around the business to attract new clients. We also put into place a new client questionnaire on my site for my two business buckets to help pre-qualify new clients. As part of my rebranding I have also added a CRM to help manage my client interactions and onboarding process. This part is a work in progress.

Can you share any standout moments or successes since rebranding in Georgia?

I can share that I had a wonderful experience in the process. The key was the people that I leaned on and hired were top notch and everything went smoothly. I don’t think if I had to try and do it on my own, it would have taken forever and not been as successful as it is. It wasn’t cheap but worth every penny in my opinion. I was able to start the process in the middle of Jan of this year and everything launched June 3rd!

How do you stay true to your brand’s mission and values during such significant changes?

My goal was to reposition myself as I took the last few years to learn the area and how I wanted to define my business. It became clear during this time a rebranding was needed and so I was able to rewrite my brand and mission to HOW I wanted to run my business and not the other way around.

What advice would you give to other entrepreneurs considering a move and rebrand for their business?

Make sure to surround yourself with professionals that align with your goals. I believe that was the key to my success.

Looking ahead, what are your goals for JL Signature Designs in the new location?

Praying that I made the right decision for my pivot and make any adjustments as needed. I am working to incorporate ways to streamline my processes, new technologies and continue to make key connections with realtors, builders and other key business partners.

Stay up to date with Jennifer Looney on LinkedIn.