About

Vernacular, a division of Helm Digital, builds brands for brands who build. With collective decades of experience understanding the unique needs of the shelter industry, our team creates memorable brands and beautifully designed websites for builders, architects, interior designers, building professionals, and hospitality clients in the business of making their clients feel at home.

Our team marries the technical with the creative to develop your business's identity so that you stand apart from competitors.

We create websites that make your work sing, and we strategically market your business to exactly the kind of homeowners and design professionals you're looking to work with. We have a deep well of relationships in the shelter industry in Maine and beyond, and believe in meeting clients where they are to help them grow and exceed their wildest dreams.

Meet Rebecca Falzano, Principal & Creative Director

Rebecca has spent her career where design, language, and strategy converge.

She started in marketing at an international architecture and engineering firm in New York City that worked on projects like the Big Dig and the World Trade Center Transportation Hub. From there, she moved to the editorial side — spending nearly a decade writing about architecture and design for publications in New York and Maine, most recently as Editor-in-Chief of Maine Home+Design. That trajectory shaped her eye and her instincts: how to see what's distinctive about someone's work, and how to articulate it in a way that feels as considered as the work itself.

Her approach is grounded in editorial instinct and marketing rigor.

Today, Rebecca leads brand strategy at Helm Digital, where she develops positioning and messaging frameworks for design-driven businesses. Her approach is grounded in editorial instinct and marketing rigor. She sits with you, studies your work, and finds the thread — the thing that makes your practice yours — then builds the language around it.

She speaks the shelter industry fluently. She understands how architects think about legacy, how builders talk about process, how designers earn trust before a single material is specified. It's a world she's been part of for years, first as an observer and storyteller, now as a strategist, and it's work she takes personally. A proud steward of a 200-year-old home in Maine, she knows what it means to care deeply about the spaces we inhabit — and she believes the people shaping them deserve a brand presence as intentional as their craft.