National Council for Interior Design Qualification
Client
The National Council for Interior Design Qualification (NCIDQ) serves to identify to the public those interior designers who have met the minimum standards for professional practice by passing the NCIDQ Examination.
Challenge
The field of interior design is often poorly understood, with widespread confusion between highly trained design professionals and less-qualified interior decorators. In addition, NCIDQ has been mistaken for a trade association or membership group rather than the developer and administrator of the interior design profession's most rigorous credentialing program.
Enter Reingold
Reingold conducted extensive interviews with interior design students, professionals, and NCIDQ Certificate holders to understand their perceptions, knowledge, and candid views and pinpoint any barriers to seeking or maintaining an NCIDQ Certificate. We used the results to create a new brand and identity, crafting the most effective messages and strategies to inform and educate stakeholders and the general public of NCIDQ's many benefits to both professionals and consumers. We built the brand on a framework that stresses NCIDQ's mission to protect public health, life, safety, and welfare by establishing standards of competence in the practice of interior design. Within this framework we created compelling messaging for each of NCIDQ's target audiences.
Results
Through a newly designed NCIDQ website, educational materials, and ongoing messaging, Reingold has helped position the NCIDQ Certificate as the gold seal of quality and competence in interior design-and make the organization the go-to source of the most current knowledge about best practices in the field.