Storytelling as Strategy — When Design Becomes a Brand | Couture & Construction Ep. 149

Описание: Welcome back to Season 11 of Couture & Construction! On today’s episode, host Andrew Denny sits down with two creative minds who live at the intersection of design, branding, and storytelling– Brant Lyons, founder of OnBrant Agency, and Dillon Arnold, founder and creative director of Haus of Black.

This conversation explores what happens when story stops being a buzzword and starts becoming a business strategy. Brant shares how his background in global advertising and real estate marketing has shaped his belief that trust, emotion, and human connection are the true drivers of conversion in the digital age. Dillon brings a deeply personal perspective, tracing his design philosophy back through generations of builders and reflecting on how craftsmanship, vulnerability, and legacy inform the way he creates spaces that feel intentional rather than transactional.

Let’s Sum It Up:
Storytelling is no longer just aesthetic– it is a strategic tool for building trust, clarity, and alignment with the right clients.
Great design lives at the crossroads of creativity, budget, and collaboration, where builders, designers, and brands translate vision into reality.
Authenticity and evolution are essential, allowing both businesses and creative identities to grow without losing their core.

Until next time — keep cultivating creativity.
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Learn more about today’s guests

Brant Lyons:
Instagram: (https://www.instagram.com/brantlyons/...)
Website: (https://onbrant.com/)

Dillon Arnold:
Instagram: (https://www.instagram.com/hausofblck/...)
Website: (https://hausofblack.co/)

About Couture & Construction
Hosted by Andrew Denny of Textures, Couture & Construction is an uplifting podcast dedicated to the many different aspects of the luxury building industry. Through thoughtful conversations with makers and business owners, it breaks down the process of creating custom spaces—one story at a time.
This podcast was produced by Chelsea Rand, Davis Osburn, and The Cast Collective.

Follow us on Instagram!
Instagram: (https://www.instagram.com/couture_and...)

About Textures
Since 2004, Textures has been the preferred partner of interior designers, architects, and custom home builders. Through their collaborative approach, and our exclusive relationship with the finest mills ensures your floors will stand the test of time in style and longevity.

0:00 Intro
2:11 Brant & Dillon’s backgrounds
4:11 Storytelling
8:32 Client expectations
12:16 Evolution of branding
14:45 Evolution of clients
24:14 Money
39:06 Establishing a brand
42:13 Would you change anything?
51:30 Brand associations
1:02:31 Brand vs content creator
1:08:31 Advice for other creatives
1:14:25 Researching clients
1:16:24 Rapid fire questions
1:21:35 Outro