Finding the ideal interior design clients doesn't have to be a chore. In fact, when you set up your brand and website that's all you're gonna attract.

The problem comes to trying to figure out who your ideal interior design client is.

• You may think that your ideal client is the person who simply has the money to pay you. Wrong.

• You may think that your ideal client is the person who likes the mid-century modern design. Wrong.

• You may think that your ideal client is the person who likes eDesign. Wrong.

I mean, they should have money and if you're an eDesign MCM specialist, great. But there is so much more that goes into who your ideal interior design client is. Once you know who this person is you can create a personal brand and marketing plan that makes you excited to show up every day and do what you love to do. I think that's a win every damn day, don't you?

I like to use the analogy of thinking of clients as friends. It makes it so much easier that way, don't cha think? Here's what I mean.

Who do people love to buy from? Friends. The friends you share things in common with. The friends you vacation with. The friends who even if you haven't talked in a while pick up right where you left off. That kind of friend is the exact type of person you want for your ideal interior design client. And it also means you must be unapologetically and authentically you. Vanilla doesn't cut it. (And really, people who are 'vanilla' are sooo boring).

To attract those awesome people means that you need to make sure that your personal brand identity taps into what makes you special, and how your clients connect with what you can do for them. Because let's be honest, your creativity and vision is the biggest thing that you're selling beyond the experience of working with you and you need clients that value you that. 

The personal identity of your brand makes it easy for your clients to decide to work with you. If you’ve built your brand correctly, they’ll feel like you're their friend. Buying from a friend, instead of a faceless business, feels less risky.

But you aren’t going to be “friends” with everyone. You want to attract one group of “friends” as your main client target market.

But who could this unicorn ideal interior design client be? 

From the moment someone hops onto your website to the time you finish working with them, together you'll have given them a brand experience. What does that entire experience look like?

You probably have enough self-awareness about yourself to know you like to work with your clients. But do you know why your clients hire you? It's not the general answer we've had shoved down our throats for years "to save time and money." People need to GTFO with that line. 

Beyond knowing how you do business, you should be keenly aware of how your relationships with people look like. And I can guarantee you that not every designer on the planet has the exact same client. It's impossible. So let's stop with thinking interior design marketing is a one-size-fits-all model. 

12 Basic Ideal Interior Design Client Archetypes

You can think of an archetype as a type of person. Carl Jung, a Swiss psychiatrist, and psychoanalyst who founded analytical psychology developed these "categories" that people fall into. Once you understand who your ideal client archetype is, you can start the work of attracting your tribe. 

The Warrior Client's Motto: Where there’s a will, there’s a way.

Warrior clients love feeling superior and enjoy better quality that will allow them to achieve their goals through their ability to choose better than others. Typical ideal client careers could be athletes, surgeons, EMT workers, military, manufacturing, carpentry, neurology.

The Sage Client's Motto: The truth will set you free.


Sage clients love knowledge, research, authentic connection, proven solutions that will allow them to become a better person. Typical ideal client careers could be writers, accountants, analysts, engineers, detective, journalists.

The Explorer Client's Motto: Don’t fence me in.

The Explorer clients love adventure and fulfilling life that will allow them to grow and allow them to find themselves. Typical ideal client careers could be artists, customer service, mediators, lawyers, judges, designers.

The Lover Client's Motto: All you need is love.

The Lover clients love anything that represents beauty and indulging the sense that will allow them to feel the physical joys of life and feeling bliss. Typical ideal client careers could be psychologists, investigators, researchers, pharmacists, physicians, marketing associates, human resources.

The Outlaw Client's Motto: Rules are made to be broken.

The Outlaw clients love to embrace shocking content and reject the status quo that will allow them to be different than anyone and everyone else. Typical ideal client careers could be athletes, pilots, police officers, teachers, tour guides, writers.

The Magician Client's Motto: I make things happen.

The Magician clients love to understand the universe and seek transformation that will allow them to trust their own instincts and change their lives for the better. Typical ideal client careers could be artists, alternative healers, counselors, nurses, spiritual seekers.

The Innocent Client's Motto: Don’t worry, be happy!

Innocent clients love straight-talking, simplicity, stability, and acceptance that will allow them to live a simple life that feels effortless. Typical ideal client careers could be artists, fashionistas, bankers, writers, diplomacy, administration, accountants.

The Creator Client's Motto: If you can imagine it, it can be done.

Creator clients love beauty, innovation, self-expression that will allow them to spark their creativity and imagination. Typical ideal client careers could be artists, entertainers, directors, real estate, banking, finance,  public relations.

The Ruler Client's Motto: Power isn’t everything, it’s the only thing.

Ruler clients love luxury and the high-end feel that will allow them to feel successful and important. Typical ideal client careers could be banking, IT, management, CEOs, executives

The Regular Person Client's Motto: All for one and one for all.

The Regular Person clients love dependable quality and being treated as an equal all while living in the down-to-earth ethos that will allow them to feel like they belong just as they are. Typical ideal client careers could be retail bankers, project managers, art directors, interior designers, chef

The Jester Client's Motto: You only live once.

The Jester clients love living in the moment and having fun all the time that will allow them to express their playful side and bend the rules. Typical ideal client careers could be gossips, writers, tour guides, advertising, office manager, singer, politician.

The Caregiver Client's Motto: Love your neighbor as yourself.

Caregiver clients love feeling loved, protected, accepted, stress-relief and self-care solutions that will allow them to achieve balance to manage their energy and achieve a balanced life. Typical ideal client careers could be therapists, interior design, human resources, antique dealers, chefs

So, What's Your Personal Brand Archetype? 

Knowing who you are meant to serve and how they need you to help them is key to creating any marketing material that will actually connect with your dream clients. Take the time to drill down into who your dream clients really are, on a soul level and then you can connect with them on an emotional level.

But, the good news? You don’t need to take another ideal client quiz or do another shitty exercise. Instead, you can look to your astrological natal chart and find all of the information that you really need about who your ideal interior design client is. And who knows? You could be taking a vacay with your client this time next summer?

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