LGK Interiors is a residential and commercial design firm in Concord, Massachusetts, founded in 2006 and formerly known as Korn Interiors. Lori Glaser Korn leads the firm with over 20 years of interior design experience. She has designed homes and commercial spaces in Boston, Philadelphia, St. Louis, Washington, D.C. and San Jose, California. Lori graduated from Dartmouth College, where she majored in Art History and Theater, then completed graduate studies in interior design at Boston Architectural College. She is also an actress and singer who has performed off-Broadway and in regional theater, and that stage experience shows in the dramatic spaces she creates. The firm’s promise is making great design accessible. Its process starts with a free one-hour consultation, moves to three fully developed design schemes, and ends with purchasing and construction management.
Lori was moving her company from Korn Interiors to LGK Interiors, and she wanted a brand that reflected her work. A rename raises a hard question for any brand: what happens to the old name? People who knew the firm as Korn Interiors, or searched for it, would need a way to find LGK Interiors. LGK comes from Lori’s initials, and the new mark was a chance to give those three letters a story.
The other challenge is particular to interior design branding: most of the site would center on photos of finished rooms, each with its own palette and character. The brand needed a clear point of view, but the website could not compete with the rooms it was built to show.
The new mark holds both names. The L stands for Lori. As a whole, the shape resembles a flipped K, for Korn, and a single cutout turns it into a chair. The K is subtle by design, so Korn stays part of the brand without competing with the new name. The hot pink chair serves as both the logo icon and a bold statement for LGK Interiors, and we paired it with a clean uppercase sans-serif wordmark. The result is a logo and brand identity that tells the story of the rename in one simple shape.
We used pink sparingly, on the icon and the panel that introduces Lori, against a quiet palette of warm taupe, cream, black and white. We wanted the site to feel like a blank canvas that lets Lori’s work do the talking. The website we designed and built keeps its structure minimal: a homepage, an About page and four service categories. Kitchens, Living Spaces, Bathrooms and Commercial Spaces each have their own gallery of work, and in all we integrated over 250 photos. Captions name each project by room and town, such as a dining room and bar in Brookline or a Georgian estate living room in Chestnut Hill. Every gallery ends with an invitation to schedule a consultation.
A new name only works if people can find it. We configured the site for SEO and AEO (answer engine optimization), so search engines can index it and AI answer tools can more easily understand and cite it. Every page has its own title and meta description. Those on the gallery pages name the service and the towns Lori works in, such as Belmont, Lexington, Weston and Needham. The old name still appears in the homepage hero and in the search descriptions of the Home and About pages, so search engines can connect Korn Interiors to LGK Interiors. We also helped optimize the firm’s Google Business Profile.
Working with Rootless Agency was a fantastic experience from start to finish! First, they helped me rebrand my business and through their creative process we ended up with a logo that speaks volumes about my company. They also redesigned and implemented my new website, integrating over 250 photos and a sophisticated new look and seamless user experience. I couldn’t be happier with the final result!
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