How to Stand Out as an Interior Designer at Focus/25
Elegant, intentional ways to elevate your presence, online and in person, before London’s biggest interior design event.
Focus/25 is one of the interior design industry’s most exciting and high-profile events. It’s an incredible chance to connect, share your work and be inspired. But it can also be a little overwhelming, especially if your branding feels unfinished or your website isn’t quite aligned with the level of work you’re doing.
As someone who spent several years working behind the scenes at Design Centre, Chelsea Harbour in the marketing and events team, I’ve seen how much thought goes into these events and how designers who feel proud and prepared tend to shine. This guide offers practical ways to elevate your brand presence ahead of Focus/25, (especially if you are a newly established interior designer) from visual consistency and storytelling to connection-building and clarity.
Why It Matters: Standing Out at a Crowded, High-Energy Design Event
Focus/25 is not just another trade show. It’s a concentrated burst of creativity, conversation and opportunity. With so many designers, suppliers and experts in one place, you want to show up feeling grounded in your identity. Whether you're an established studio or still finding your rhythm, having a clear, cohesive brand online and in person makes it easier for people to connect with you, remember you and recommend you.
Here are my top 5 tips to stand out from the crowd at Focus/25:
1. Refresh Your Brand, Don’t Reinvent It:
Before you panic and decide to rebrand everything, take a breath. Sometimes a few tweaks like updated imagery, simplified copy or a refined colour palette can make your brand feel fresher and more aligned. Ask yourself: Does my visual identity reflect the level of work I’m doing now? If not, start small.
2. Polish Your Website for Quick Glances
People may look you up between talks or after meeting you briefly so make sure your website is ready for fast, intuitive browsing. Include:
Clear explanation of who you are and what you offer
Simple enquiry path (e.g. a contact form or email link)
Fresh project imagery and testimonials
Mobile-optimised layout
Spelling, links and dates updated
3. Print Materials Worth Holding On To
Bring thoughtfully designed business cards or postcards. Something that aligns with your overall brand style (e.g. calm, considered, elegant).
4. Show Up with Confidence (Even If You're New)
You don’t have to be the loudest voice in the room to be memorable but be prepared to talk about your work, ask questions and listen well.
5. Connect with Intention. Then Follow Up
Focus/25 isn’t just about who you meet on the day, it’s what happens after. Create a mini plan for follow-ups:
Save contacts (with notes!)
Send a thoughtful email or DM the next day
Share a few insights or images on your Social channels or blog
Questions You May Still Have:
Do I need a new logo or brand identity before Focus/25?
Not necessarily. A few intentional updates to your existing branding such as refining colours, updating typefaces or curating your project images can go a long way.
What if I don’t have a website yet?
Start with a one-page Squarespace site or even a well-curated Instagram. Just make sure your tone, visuals and bio feel consistent and professional.
What should I bring to Focus/25?
Business cards or a small printed portfolio piece, a notebook, water bottle, comfortable shoes…and your curiosity!
In Short…
Standing out at Focus/25 doesn’t mean shouting louder. It means showing up with clarity, consistency and quiet confidence. When your branding and digital presence reflect the quality of your work, you make it easier for the right people to connect with you and remember you after the event is over.
How I Might Be Able To Help:
If you’re getting ready for Focus/25 or any upcoming interiors show and want to feel more confident about your brand or website, download my free brand clarity kit and make sure your visuals match your vision.
