IIDA Perspective - Summer 2018 - 46

EVERY
PERSPECTIVE: Why is the DNA of a design firm
so important?
DAVID GALULLO, LEED AP, DESIGN PRINCIPAL AND
CEO AND CHIEF CREATIVE OFFICER, RAPT STUDIO:

It's so important that you have a shared vision. Even before
we completed our website, we designed a handbook, which
basically outlined the DNA of the organization and our
code of conduct-everything from the idea of taking care
of each other to our commitment to allowing the best idea
to win, no matter where it comes from and to embracing
ugly. Embracing Ugly is a funny term but is important to
our culture as it allows for the creative process to unfold
naturally-not to wait for the perfectly formed idea to pop
into your mind to draw. To really innovate, you've got to be
willing to work through the ugly-the mess often leads to
a hidden truth. For us, it was very important that we define
who we were and what was important to us and that we
communicated that to ourselves-to verify and confirm it-
before we started to communicate it to the outside world.
SCOTT HIERLINGER, FIIDA, LEED AP, VICE
PRESIDENT OF INTERIOR DESIGN AND MANAGING
PRINCIPAL, NELSON: Historically, NELSON has seen

a great deal of growth through acquisition, which means
we're focused around integration all day long, in capital
letters. We have integrated up to five companies in a
year's time, so we're constantly looking at how quickly we
can assimilate these individuals and teams. That means
learning to celebrate similar occasions or work events and
also recognizing the different strengths of these new teams
and the ways they currently shine and then sharing those

perspective

iida.org/perspective

positive moments across all our offices. Our DNA is about
defining who we are, and it's really about making sure that
communication and integration is activated and that it's
continuously happening.

PERSPECTIVE: What's a defining element of your
firm's DNA?
JACKIE KOO, IIDA, AIA, LEED AP, FOUNDER AND
PRINCIPAL, KOO: Continual improvement. I'm

interested in constant change and always driving to
improve the way we do things and the results. One of the
things that I find problematic is when hierarchy is overly
important in a firm's structure and team members are
excessively devoted to the way things have "always been
done." We have a highly open and collaborative office, and
we're egalitarian-all team members contribute new ideas.
HIERLINGER: Passion across the organization. We
want to cultivate a firm that's globally recognized for
innovation, but we want it to be based out of passion and
not obligation because obligation is a known killer. When
you're just getting the job done, that does not empower,
inspire, or dazzle anyone. We try to instill that passion and
do it throughout the organization, and not just within the
typical creative teams. If you're in accounting or project
management, we're looking for ways to celebrate you and
call out what you're doing and what you're bringing to the
table. The full breadth of our organization is part of our
DNA-that personality is what we want to showcase-so
we need to make sure we always are connecting those dots.
KIMBERLY TIMMONS-BEUTNER, IIDA, NCIDQ,
FOUNDER AND PRINCIPAL, KIMBERLY TIMMONS
INTERIORS (KTI): I want to create a comfortable, relaxed

environment. KTI benefits from that informality because I
believe a more casual atmosphere fosters creativity. When
you are comfortable and at ease and not feeling pressure
to fit into a box, your creativity flourishes, so there's a
balance that we achieve through trust, encouragement, and
support. Our designers know they must meet deadlines to
keep projects on track, and I trust that they will meet their
deadlines and encourage them through positive feedback
and by offering support when they need it. And we have fun.

Photo by: (Previous Page) Westend61/Getty Images; (Scott Hierlinger) David Bowman for IIDA

DESIGN FIRM HAS ITS OWN DNA-
THE CULTURE, WORK STYLE, AND
IDIOSYNCRASIES THAT DEFINE
IT. FOUR DESIGNERS WEIGH IN
ON HOW TO ESTABLISH AND
NURTURE AN ETHOS.

http://www.iida.org/perspective

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