Brand Identity & Launch Strategy

The client
Studio Mar,

is a woman-led plaster and specialty finish studio based in Montreal, working in lime plaster, Marmorino, lime wash, microcement, and Tadelakt across residential and commercial projects in the city and surrounding suburbs.

The challenge
From idea to launch. With no audience.

Marina has started building Studio Mar on the strength of her craft — a rare, technical skill set in hand-applied lime finishes that few installers in the Montreal market can execute at her level. But the business had no digital identity to match: no defined brand voice, no website presence that reflected the quality of the work and no social media strategy to turn finished projects into new inquiries. It's a familiar gap for Vas Digital's clients — deep offline credibility, with none of it visible online.

The Approach

Vas Digital ran a full discovery process with Marina to translate her craft and point of view into a coherent brand: how Studio Mar talks about itself, what it stands for and how that shows up across every touchpoint a client sees.

Key focus areas included

• A brand identity foundation — a defined brand description, personality, and voice for Studio Mar's brand book, built around the tension Marina wanted her work to hold: aesthetic and harmony balanced against confidence and boldness, with subtlety running through both.

• Website case study content — a framework for presenting Studio Mar's project work online, positioning finished spaces as evidence of craft rather than just a portfolio gallery.

• A social media foundation — brand voice and content direction carried through to Instagram, Facebook, and LinkedIn, so Studio Mar's online presence finally matches the caliber of the work itself.

The Result

Studio Mar now has a documented brand identity to build every future piece of marketing from — brand book language, website copy, and social content that all sound like the same studio, and one that reads with the same confidence Marina brings to a finished wall. Website case studies and social rollout are in active development, with a structured intake process in place to turn each completed project into content Studio Mar can use to attract its next client.

Services Provided

✦ Brand positioning strategy
✦ Competitive market analysis
✦ Persona & customer journey mapping
✦ Visual identity system & photography guidelines
✦ Social platform setup & configuration
✦ Interactive brand guidelines deck