Couture house, Shiraz: how can an old atelier feel new without losing its hand?

Introduction

Who the founder is and what the business does. The core tension, stated in one sentence, and why it mattered at that moment.¹

The research question: what had to change, for whom, and how we would know it worked.

A founder quote that captures the tension in their own words, kept as they said it.

Founder, role and company

Context

The market and cultural conditions: competitors, customer habits, and the constraints specific to operating in Iran at the time.

Method

How the work was done, step by step, following See, Build, Narrate and Spread.²

• See. Founder interviews, Desired Change, evidence that the change is shared.
• Build. Offering, experience and model, prototyped and tested.
• Narrate. Positioning, voice and the visual world.
• Spread. First audience, channels and launch moments.

Founder inquiry

Interviews and exercises used to surface the founder’s worldview and ambition.

Audience research

Who we spoke to, how many, and how. Interviews, diaries, social listening or desk research.

Synthesis

How the material was turned into a Desired Change and a Smallest Viable Market.

Findings

The two or three findings that shaped the project, each with the evidence behind it.

The one insight that turned the project, written as a single sentence.

Finding 2

Design response

Offering

What changed in the product, service, experience or pricing, and why.

Identity

Positioning, name, voice and visual system. How each decision follows from the findings.

Launch

First audience, channels and launch moments.

Outcomes

Measure	Before	After
Metric to add	00	00
Metric to add	00	00
Metric to add	00	00

What the numbers mean, and what changed that the numbers don’t show.³

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Discussion

What we learned, what did not work, the limits of this project, and what we would do differently.

1. Write the tension as a sentence the founder would recognise. ↩︎
2. State sample sizes and dates, e.g. 12 interviews, March 2026. ↩︎
3. Report the measurement period and source for every figure. ↩︎