Interior Design
My experience in the world of interior design started with PORTAIRE, a SaaS company specialised in interior designers and suppliers. Their mission was to be the curated directory for forward-thinking designers. While they don’t exist today, they were foundational to my development as a Brand and Content designer.
My role: As Content Lead, I shaped Portaire’s voice across marketing, content, social media, and communications—crafting narratives that engaged and inspired. I also collaborated with our suppliers, including Armac Martin, Dornbracht, Artisans of Devizes, YesColours and many more. Beyond storytelling, I refined UX writing and support documentation, ensuring clarity and seamless user experiences at every touchpoint.
Scaled organic traffic from 4k monthly pageviews to 27k
Increased monthly users from 1.3k to 16.4k
Built a newsletter base of 5300+ professionals
Results
ARTICLES
My biggest driving force within Portaire was offering value to our clients; the design community. To do so, I published hundreds of articles specifically written for this audience.
Interview with Julia Day
On Mixing Styles
What we learn from "brat"
LONG-FORM CONTENT
To drive interest in Portaire’s offer and expertise, I was the leading force in bringing our lead magnets to life. I designed, researched and copywrote long-form content for Portaire that positioned us as industry leaders and trailblazers.
As part of our yearly content plan, we created end of year reviews. In this edition, we enlisted the help of industry stars Maddux Creative, Studio Duggan, Sibyl Colefax & John Fowler, Albion Nord, Naomi Astley Clarke and many more.
The Business of Interior Design
To mark Portaire’s 50th onboarded supplier, we created a review specifically tailored to interior design companies. This edition built on 2023’s end of year review, with extra insights from Pure PR, Samuel Heath, Original BTC, Foresso, Albion Nord, Artisans of Devices and more.
USER EXPERIENCE
During my time at Portaire, I collaborated with our CEO and the engineering team to create support documentation and optimise user experience across the app. I carried out user interviews, heuristic audits and copy reviews to ensure the highest quality possible.
VISUAL CONTENT
Throughout my tenure, I increased brand visibility through strategic content creation and management across Instagram, YouTube, Pinterest, in-person events and a weekly newsletter, in collaboration with internal teams, external partners, and clients.
“Clara is an absolute pleasure to work with. Self-motivated, ambitious, and a great team player, Clara tackled every task with enthusiasm and dedication. In her role overseeing our social media and content, Clara ventured into a new field in interiors and proactively became an expert in it. Clara's commitment to self-improvement and diligence was evident in every aspect of her work. Our entire team enjoyed collaborating with Clara, and our clients consistently provided positive feedback on her contributions.”
— Lori Kooperman, Co-founder of Portaire
“From our first interview with Clara, we knew to expect great things. Clara is organised, eager to learn, ready to roll her sleeves up, and a true team player. As Editor at Portaire, Clara has created a deep catalogue of thought-provoking and entertaining content that always had the reader in mind. Clara is a rising star.”
— Matteo Grand, Co-founder of Portaire