CASE STUDY
G|M Business Interiors
Homepage + Multi-Channel B2B Content
A full messaging refresh across web, social, and email that clarified value, established voice, and strengthened the buyer journey.
The Challenge
G|M Business Interiors needed a modern, cohesive voice across all customer touchpoints. Their previous messaging was functional but inconsistent — different teams were saying different things, and the brand lacked a clear narrative that tied their expertise, product range, and customer outcomes together.
They needed content that would:
Clarify who G|M serves and how their solutions support modern workplaces
Strengthen messaging across homepage, interior pages, social content, and email campaigns
Bring consistency to day-to-day communication
Communicate expertise without sounding overly corporate
Better support customers navigating the office furniture buying process
Elevate their presence as a Herman Miller dealer and workplace solutions partner
This was less about rewriting pages — and more about reshaping the brand’s overall communication system.
The Approach
01 Brand + Voice Alignment
I started by defining the foundational messaging G|M needed to sound unified across channels.
Clarified core brand values and positioning
Identified tone/voice characteristics
Outlined messaging pillars for consistency
Established the narrative connecting product, service, and expertise
02 Homepage + Web Structure Refresh
I rebuilt the homepage to reflect a modern, benefit-first experience that guides visitors through the buyer journey.
Refined value proposition and hero copy
Added clear, scannable sections
Highlighted solutions, services, and differentiators
Strengthened calls to action
03 Multi-Channel Content Creation
From web to email to social, I created content that felt cohesive and human — while reinforcing G|M’s expertise.
Crafted social captions across multiple platforms
Wrote email campaigns that matched the updated voice
Developed supporting blog + editorial content
Ensured consistent message flow across channels
04 Long-Term Messaging System
The final step was building a structure the team could use long after individual pieces were delivered.
Reusable messaging blocks for future pages
Consistent frameworks for captions and emails
Notes for differentiation as a top Herman Miller dealer
Guidelines for storytelling around projects and client outcomes
The Work
1. Homepage Messaging
A refreshed homepage with a clear value prop, improved flow, stronger benefits, and easier navigation.
2. Social Media Copywriting
Cross-channel captions for LinkedIn, Facebook, and Instagram focused on products, design insights, client stories, and workplace trends.
3. Email Campaigns
Promotional, educational, and relationship-building emails that blended clarity with brand personality.
4. Editorial + Blog Content
Long-form articles and storytelling pieces, including industry insights and behind-the-scenes content.
5. Multi-Channel Alignment
Copy that created one unified narrative, whether customers arrived from social, email, or organic search.
The Outcome
G|M Business Interiors left with a cohesive messaging ecosystem that strengthened their digital presence and elevated their credibility as a workplace solutions partner.
They gained:
A stronger, more modern homepage
Unified voice across all communication channels
Clear messaging that supports the sales process
Reusable copy frameworks for future growth
Content that reflects the quality of their product partners
This refresh set the foundation for ongoing marketing, sales alignment, and customer trust.
Why It Worked
Consistent Voice = Stronger Brand
Unified messaging across channels built trust and recognition.
Benefits First
Clear, audience-focused copy made the offerings more actionable.
Multi-Channel Integration
Every channel reinforced the same story — making the brand easier to understand at a glance.
Deliverables
Homepage Messaging
Social Media Captions
Email Campaigns
Blog + Editorial Content
Google, Facebook + LinkedIn Ads
Messaging Framework + Guidelines
Client Context
G|M Business Interiors is a high-end commercial furniture dealership specializing in Herman Miller products and workplace solutions for corporate, healthcare, education, and government environments.