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CREDENTIALS MATTER

ARIDO

01

THE BUSINESS SITUATION

ARIDO regulates the title “Interior Designer” in Ontario, yet many people did not understand what the credential represented; or why it mattered. More people were using the title improperly than legitimately. ARIDO needed to protect the value of the profession and help the public understand the difference between appearance and qualification.

02

FIND WHAT'S TRUE 

Credentials feel abstract until people understand what is at stake. When unqualified design work fails, the consequences can be financial, emotional and deeply personal. The strongest case for professional standards was not found in regulation. It was found in the experiences of the people affected by getting it wrong.

03

IMAGINE WHAT COULD BE

What if professional standards were not explained through rules, facts or institutional language? We imagined a campaign where registered interior designers encountered real stories of projects damaged by unqualified work, and responded honestly, without scripts or rehearsals. The campaign would let people feel the consequences before asking them to understand the credential.

04

MAKE IT REAL

We brought professional interior designers into a room, with no preparation, and captured their raw reactions as they read true stories of financial loss, emotional stress and damaged trust. Those moments became Credentials Matter: an integrated campaign that gave ARIDO a clear public position and transformed a professional designation into a human question: Who can you trust?

The Bigger Truth

WHEN TRUST IS AT STAKE. 
SHOW THE STAKES.

See how we created an ecosystem to cut through clutter in the Lower Mainland

We are here if you have questions about budgets for projects we have done, if you want an opinion, if you want to see more work, if you want a credentials deck, or if you want to join our team. Maybe you want to have coffee and talk about how we work, how you work, or how the industry works.  

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