Sign of the Times

Every designer want to create something unique and special. In fact, for many, the creative aspect of this business is why they got into the kitchen and bath design field in the first place. And creativity isn’t just about personal satisfaction; it’s also a key selling point with clients, who often choose designers specifically for their ability to create something truly one-of-a-kind.

But, for many kitchen and bath designers, the question persists: How can we, as design professionals, best utilize our skills to promote our business with a signature design style, approach or philosophy?

After all, most kitchen and bath firms are in constant pursuit of an edge to separate their firms from the competition.

When it comes to creating a design “signature,” there are two schools of thought. The first is made up of those who believe that designing kitchens is akin to sports officiating: If they don’t know you’ve been there, you’ve done your job. For that reason, designers subscribing to this theory maintain that the only true signature style is to have no style at all. Rather, they say, listening to the client will lead to a good layout, good mechanics and engineering – and ultimately, a unique trademark.

Otherwise, they argue, every kitchen becomes a cookie-cutter replica of the one before, ironically making it appear as though the designer is lacking in originality, repeatedly resorting to one technique at the cost of creativity and personalized function.

The other school of thought is made up of those who believe that creating a unique, signature style is a viable way to market their design acumen and help to brand themselves and their firm.

According to Gary White, owner of Kitchen & Bath Design in Newport Beach, CA, the best way to distinguish a design firm is to simply give the clients what they want. “I have always preached that it’s the client’s home, not yours. Your job
is to help your clients realize their dream, not regurgitate your own,” he explains.

Margie Little, CMKBD, an independent kitchen and bath designer from the San Francisco Bay area, agrees: “The goal is to create the signature style of the client. The final design wouldn’t be my signature; rather it would be my take on the design after spending time with the clients and striving to satisfy their needs.”

Gail Drury, CKD, CBD, and president of Drury Design Kitchen and Bath Studio in Glen Ellyn, IL, notes that it is possible to simultaneously balance a signature design style with a layout that meets the client’s needs.

“The challenge is to be creative, yet make sure your ideas are easy to engineer and reproduce,” she says.

She explains that new layout explorations often require a lengthy design process, perhaps including multiple phone calls with a cabinet supplier to work out details or repeated calls from installers who need guidance on the installation.

To that end, just about any design element can become a trademark as long as it is communicated effectively and used with the client’s best interests in mind.

Mark Daniels, owner, designer and builder for Manassas, VA-based Mark Daniels Kitchen and Bath Remodeling, explains:

“I keep the customers’ ideas at the forefront while sharing my signature details regarding cabinet, electrical and appliance placement.”

He adds: “This allows for the customer to be actively engaged in the design process while making informed decisions.”

According to Little: “If I were to promote a ‘signature’ aspect of my business, it is that I’m an independent. I don’t sell cabinets, I don’t sell appliances and I don’t have people working for me. The clients are free to use whoever they choose.”