Celebrating 20 years in Design

“It only hit me a few weeks ago that I’ve reached the 20-year mark in my career as an interior designer.”

In some ways, it feels like it arrived suddenly—but at the same time, I’ve been appreciating the confidence and ease that this level of experience brings for many years now.

Where I once felt the pressure to perform at a high level and keep pace with relentless deadlines, I now find that the level I once strived for comes naturally. I’m no longer just reacting to timelines—I’m shaping them, along with the path to the finish line. The challenges that once felt overwhelming have become par for the course, and in many ways, part of what I enjoy.

Getting here hasn’t been without its bumps. There have been moments of burnout, periods of doubt, and a fair share of tough lessons along the way. Early in my career, I had the opportunity to work in high-profile environments—very much a Devil Wears Prada kind of experience—that exposed me to demanding work cultures and highly sought-after clients and project types.

Over time, I transitioned into a more grounded, local practice that offered something equally valuable: mentorship, trust, and the space to lead my own projects and teams. That experience shaped me into more than just a designer. Today, my work is informed by a broad foundation—spanning project management, strong building code knowledge, and a passion for creating spaces that truly function and evoke a sense of belonging for the people who use them.

Running my own studio has allowed me to bring that full breadth of experience into every project—while continuing to grow, adapt, and refine my skills in ways that directly benefit the clients I work with. At JLA Studios, my goal is to partner with clients and help them navigate each project with clarity and confidence—especially through complex challenges.

This short video is a small reflection of that journey, and of the project types I’ve had the opportunity to be part of along the way.

Interior Design + Brand Identity

“At JLA Studios, we believe that every space tells a story and creates a shared experience. As a Senior Designer, my portfolio illustrates how integrating a client’s brand into the space can enhance user experience and boost brand recognition. Here’s how we leverage interior design to craft and enhance brand identity, ensuring each project not only meets functional needs but also resonates deeply with our clients’ ethos.”

— Jennifer Aalders, Principle

Visual Representation: The Brand's Aesthetic Voice

The first impression is often the most lasting, and interior design is a powerful medium to communicate a brand's visual identity. From the choice of colors and materials to the style of furniture, every element can convey the brand's personality and values. For instance, in one of my past projects for a construction company, we used a minimalist palette with sleek, relevant, and modern elements to reflect the company’s growing status within the industry. While the design prominently features the logo in the reception area and subtle splashes of corporate colors in support spaces, the overall palette is neutral to allow the brand colors to pop and not overwhelm the space. Functional elements like convertible meeting rooms and operable glass partitions support the company’s continued growth and innovation.

Varied Approach versus Cohesive Spaces

Designers often apply multiple strategies to large-scale projects, such as campuses and multi-floor corporate offices. Alternative color palettes and motifs can support overall brand identity while providing visual cues for wayfinding and team identity. These strategies prevent monotony and can create engaging, collaborative spaces. However, this approach might not suit environments like spas or wellness centers, where subtle changes in palette promote a calming effect, supporting the intended function of the space.

Logos and Corporate Branding

Logos and corporate branding can significantly influence interior spaces, but its not required. A holistic approach goes beyond logos and marketing visuals, it encompasses the company's values, mission, and culture. This broader perspective ensures that the space looks appealing and resonates with the company's ethos, enhancing the overall brand experience.

While some logos and brand colors are timeless, others may be outdated. Designers can address this by using neutral, analogous, complementary, or split-complementary color schemes. These palettes when used correctly can help strategically integrate logo and brand colors into the overall design without overwhelming the space. Each client and project is unique, listening to the client and understanding their values is crucial to determining the best approach for integrating branding within a space.

Conclusion: The JLA Studios Approach

At JLA Studios, our approach to interior design is holistic. We don't just design spaces; we craft experiences that embody and enhance a brand's identity. Through a thoughtful blend of aesthetics and functionality, we help our clients tell their stories in ways that are visually compelling and emotionally resonant.

Are ‘Instagram-able’ Interiors still relevant in 2024?

In the fast-evolving world of retail and hospitality, the quest for captivating interiors remains a vital component for strategic growth and success. Even in 2024, amidst the emergence of new social media platforms and shifting consumer behaviors, crafting “Instagram-worthy” interiors offers tangible benefits for businesses willing to invest in aesthetic appeal to bolster their brand image and attract customers.

Social media platforms have undergone significant evolution since the inception of Instagram, yet Instagram remains a dominant force with over 2.4 billion active users globally. Its visual-centric approach, influential user base, and tight-knit-supportive networks make it indispensable for businesses looking to showcase their offerings and engage with consumers. Thus, the concept of designing spaces tailored for Instagram sharing remains as crucial as ever.

Creating Instagram-able interiors is vital for enhancing brand visibility and fostering engagement as well as providing guests with spaces to create memorable moments that they will likely want to come back to or share. Because of this, Instagram provides a powerful platform for businesses to disseminate visually appealing content, reaching wider audiences and nurturing meaningful interactions. By curating aesthetically pleasing and shareable spaces, retailers and hospitality establishments can amplify their online presence and extending their reach to desirable markets. This approach not only serves as organic marketing tool through user-generated content but also contributes to enhancing brand image and driving foot traffic, ultimately yielding greater returns on investment than conventional advertising methods.

Furthermore, user-generated content significantly increases the marketing impact for businesses because it is an updated version of word-of-mouth advertising, where consumers trust the recommendations and experiences of people they are connected with or follow online. Paid advertising doesn’t garner consumer trust like it used to, so businesses need to consider their investments wisely. Does investing in carefully curated interiors or creating experiences that resonate with customers on a deeper level, while forming positive brand associations, make sense for your business?