Charlotte William Interiors

Charlotte William Interiors is a full-service residential interior design firm nestled in the heart of Chicago, Illinois. Founded by principal designers Beth Partyka and Meg Sullivan, the firm brings a unique blend of expertise and passion to every project. Since launching Charlotte William Interiors in 2017, Beth and Meg have dedicated themselves to crafting well-planned, custom interiors that infuse traditional design with a fresh, colorful perspective. Beth and Meg desired a visual identity that provided a professional first appearance while conveying their distinctive style—classic yet fresh. They envisioned a brand that felt fresh, colorful, refined, layered and friendly, reflecting their unique approach to interior design.

creative direction

The journey of designing the brand identity for Charlotte William Interiors began with an in-depth exploration of their portfolio. Their design ethos, characterized by a harmonious blend of classic architecture, clean lines and modern color palettes, served as the foundation for the creative direction. My goal was to visually translate their neo-traditional design notes, ensuring that the brand identity resonated with their refined yet contemporary aesthetic. By immersing myself in their world, I aimed to capture the essence of their style and convey it through the brand’s visual elements.

The Identity

The visual identity for this Chicago-based firm embodies their request for classic yet whimsical detail. Inspired by the firm's portfolio, the logo features elements of classic architectural details combined with colorful, modern furnishings and textiles. The use of Greek key reflects the intricate trimmings found in their interior designs, adding a layer of depth and sophistication. The tulip motif symbolizes the partnership between Beth and Meg, each contributing their unique talents to create beautiful, livable spaces for their clients. Additionally, a wallpaper-inspired pattern was developed for their stationery suite, utilizing elements from the logo mark to create a cohesive and elegant design.