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Matt walks through the Errez Design momentum story: the data, the coverage, and the client's own words.
A husband-and-wife maximalist studio in Miami came to us with a beautiful body of work and press that was good, but quieter than the work deserved. Momentum, here, means something simple: steady press, more people finding them on Google, and better clients saying yes. Here's what happened when we focused everything on one idea.
Matt walks through the Errez Design momentum story: the data, the coverage, and the client's own words.
Errez Design is a Miami interior-design firm founded in 2009 by the husband-and-wife team of Katie and Ruben Gutierrez. Both hold master's degrees in interior architecture, with around a hundred projects behind them. They are, unapologetically, maximalists.
In other words: enormously talented, with a real body of work. What they didn't have was consistency in the press. The coverage came in bursts. Their goal, in their own words, was simple: to be "more undeniable, more consistent."
The temptation in PR is to chase every story. We did the opposite.
We bet on the one thing that made Errez distinctive, maximalism, and pursued it relentlessly, until their name and that word started travelling together. A full feature here, a quoted expert opinion there, and every time, the same short bio calling them maximalist experts.
Do that consistently, on a specialty people are actually searching for, and something powerful happens: you stop being a maximalist designer and start becoming the one editors and clients think of first.
What that looked like, month to month:
More than fifty magazine and website features, from full articles and Q&A interviews to quick quotes editors now come back and ask for by name. A few examples below. Count how many of these headlines contain the word maximalism. That is the strategy working.
AD PRO DirectoryArchitectural DigestNamed among the Miami interior designers to know, with a dedicated spotlight on the firm's bold Miami-maximalist style.
Full FeatureModern LuxuryA full feature on an Errez-designed West Palm Beach home and the couple's "biographical design" approach.
Q&A ProfileFlorida DesignA full Q&A with Ruben and Katie on their color-rich, maximalist Coconut Grove townhouse.
Designer ProfileLove HappensAn entire interview devoted to “Maximalist Style with Katie Gutierrez” and the studio's biographical approach to design.
Maximalism ExplainerLivingetc“How to Achieve Tidy Maximalism.” Katie, quoted as co-founder of Errez Design, on layering a room without the chaos.
Maximalism ExplainerLivingetc“What Is Neutral Maximalism?” Katie quoted again as the expert voice on the softer way into the look.
Expert SourceHomes & Gardens“Maximalism is about making every inch of your space feel alive,” says Katie in a guide to houseplants for maximalists.
Celebrity StyleHomes & GardensEditors called on Katie to decode Henry Winkler's maximalist living room, and explain why it works.
Style QuizBetter Homes & Gardens“Maximalist or minimalist?” BHG's find-your-style quiz, with Errez as the maximalist voice.
Great PR should show up in the numbers, not just the clippings. Here's what 18 months of steady press (coverage they didn't pay for) did: more websites linking to Errez, more articles, more people finding them on Google, and top spots when someone in Miami searches for a designer.
Every quality article is another respected site vouching for Errez. In 18 months, the number of websites linking to them nearly quadrupled. That matters because Google treats those links like word of mouth: the more sites point to you, the more Google, and readers, trust you're worth finding.
As the coverage stacked up, so did the number of people seeing them in Google search results each month, no ads required.
When someone in Miami searches for a designer, Errez sits at the top of page one.
These are averages. Sometimes Errez showed up at #1, sometimes #2 or #3 for the same search, depending on the day. #1.3 means they were almost always right at the top.
"Guess what? Guess what?!!! We just had a potential client reach out to us saying she found us by googling 'maximalist interior designer near me.' And she's a DREAM client and an amazing fit AND a great budget with high fees!"
"Standing ovation to Matt!!!!!"
Momentum doesn't just get you more articles. It opens doors to entirely new ventures.
With that reputation built, Errez reinvested, opening their own home-decor store, Maison Mischief, on one of Miami's busiest shopping streets.
And the momentum made the next win easier. Even before the store’s website was live, Modern Luxury named Maison Mischief to its 2026 “Best of Design.” Modern Luxury Miami then ran a full feature on the opening, and Coral Gables Magazine spotlighted it among the neighborhood’s newest arrivals.
Named among the best before the doors, or the website, were even open. That's what steady press coverage can lead to: an award before the store even opened.
"Matt is consistent in winning for us. He gets us the exposure we're looking for in a way that represents my firm delicately and toward the growth outcomes we're targeting, and he's a joy to work with."
"What truly sets Matt apart is his proactive communication and responsiveness. His deep connections with writers and editors have opened doors that might otherwise have remained closed."
We're not the right fit for a designer who wants one article and done. We work with firms that want steady press, month after month, for years, not just a single moment in the spotlight.
If your work is this good, more people should be able to find it. Let's talk about what steady press could look like for your firm.
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