Why I Chose to Niche Down in Marketing and Focus on Design-Based Industries
Author: Amanda Quattromini
When I first stepped into the world of marketing, my very first client was a carpenter who built stunning, high-end custom kitchens. I started by running their social media, but very quickly I realized something important: you can’t market a craft this beautiful with just words. You need photos.
So, I packed my camera, hit the road, and started driving across Southern Ontario — from Mississauga to Toronto to Kleinburg to Aurora — capturing their work one project at a time. Every kitchen was more impressive than the last, and each shoot left me feeling energized and inspired.
I didn’t realize it then, but this was planting the seeds for my future niche.
From Everywhere to Everywhere
As time went on, I began working with clients from all sorts of industries: chimney cleaning products, fitness influencers, hairdressers — you name it. I also joined a marketing agency, which exposed me to an even wider range of businesses.
But there was a trade-off.
Most of these clients didn’t invest in professional photography, so we relied heavily on stock images (which I don’t love). Others insisted on taking their own photos — and let’s just say… that always makes for an interesting time.
Even more challenging was the strategy side. Each industry had wildly different goals, audiences, and messaging. At one point, I was managing the marketing strategy for 11 different clients in 10 completely different industries. It was chaotic, exhausting, and left me feeling scattered.
Returning to What I Love
One day, in the middle of all this, I reached back out to that first carpentry client. I hadn’t worked with them in a while, but I decided to help them again with photography and social media in my spare time.
The difference was immediate.
I felt creative again. I felt connected to the work. I felt… energized.
That’s when it hit me:
Why not build my own business that focuses entirely on marketing for design-based industries?
Building Design in Focus
Fast forward six months, and here we are.
My company, Design in Focus, works exclusively with real estate agents, interior designers, contractors (like carpenters and masons), builders, and architects.
I’ve built a small team of like-minded creatives who share my passion for both marketing strategy and high-quality content creation. Our mission is simple:
Every campaign must align with our clients’ goals.
Every campaign must consider the full marketing funnel.
And every campaign must showcase their real work — never stock photography of someone else’s.
Because in design, your work speaks for itself — our job is to make sure the right people are listening.
