Some designers get featured in magazines, land podcast interviews, and attract high-visibility collaborations—while others with equally beautiful work are barely noticed.

Here’s the thing.. It’s not always about talent. Often, it comes down to how well you tell your story.

In this episode, I’m chatting with a publicist Liana Zavo, CEO of ZavoMedia PR Group and a Forbes thought leader who has helped thousands of founders get seen, heard, and remembered. We’re talking about creating origin stories that get attention—not just from your audience, but from media outlets, collaborators, and even your dream clients. Whether you’re pitching yourself for press or just trying to stand out in a crowded market, this conversation will shift the way you think about your personal brand.

What you’ll learn in this episode:

• The difference between a traditional bio and a compelling origin story (and why both matter)
• What makes a story pitch-worthy to media and journalists
• How to identify the key moments that shape your brand narrative
• How to use past challenges as credibility—not baggage
• The secret to tailoring your story for clients vs. media vs. partners
• Why video content is essential for visibility today (especially on LinkedIn)
• How to turn your design projects into case studies that build buzz

Memorable quotes from Liana:

• "Your personal brand isn’t just what you do. It’s the story of who you are."
• "People buy from people—not portfolios. Your story is the trust factor."
• "I’m a college dropout and a single mom. That’s part of my story. It doesn’t make me less credible—it makes me real."
• "Don’t let your best projects collect dust. Treat them like case studies and PR them."
• "Your message matters. You are the messenger. Don’t self-sabotage by thinking otherwise."

Key highlights:

• Why authenticity is the most magnetic part of your story
• Liana’s own origin story, including how she turned health challenges into fuel
• he #1 mistake designers make in their origin stories (and how to fix it)
• How to develop multiple versions of your story without losing consistency
• The mindset shift you need to pitch yourself with confidence
• Why media visibility is more than just press—it’s a positioning strategy

Connect with Liana Zavo:

Instagram: @zavomediapr | @officiallianazavo

Join her 21-Day Personal Branding Challenge

Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:

• GET MASHA’S WEEKLY EMAILS
• Masha’s Instagram
• Masha’s Website
• Book a call with Masha

Don’t miss this episode packed with actionable insights!