Boutique Design - May 2016 - 42

2 Studio 11 Design's work on
residential development
Pulse Millenia puts a playful
spin on outdoor living.

STUDIO 11 DESIGN
EMPLOYEES:

22

AREAS OF EXPERTISE

Art Installation; Brand Identity
Development; Gaming; Hospitality;
Multifamily
SERVICES

Interior Design; Art Curation;
Brand Identity
OFFICE

Dallas

2

KELLIE SIRNA
STUDIO 11 DESIGN

BRANCHING OUT isn't just for the biggest design firms. Small and midsize
firms, such as Dallas' Studio 11 Design, are forging a new path with strategic
multidisciplinary offers that play to their strengths without overextending the
current staff-or payroll.
First off, Studio 11 co-founder and principal Kellie Sirna argues, wait for
client-demonstrated demand before investing in new service launches or
mergers. The owners of the Sheraton Austin Hotel at the Capitol wanted Sirna's
5- year-old firm to develop the hotel's branding. So, she tapped into the skills of
her existing team to oblige. Brand Society, an in-house unit responsible for
crafting identity in media from coffee cup sleeves to menus, was the result.
After the completion of its founding project, Sirna and co-founder Stacy Ellison
expanded it into a full-service arm of the firm.
Bringing a strategic collaborator in-house is another valuable tool for
managing risk while amping up service. Art consultancy Lou Verne first worked
with Sirna on a hotel project in 2014. Putting the art expert under the same roof
was a win-win, streamlining the design process and putting art at the forefront.
Adding those skills has proven to be crucial for capturing the attention of
such major players as Starwood Hotels & Resorts and more "boutique" names
like Pacifica Hotels. For Sheraton Austin Hotel at the Capitol, the Lou Verne
42

boutiquedesign.com MAY 2016

team's experience in curation and installation allowed them to accent the sleek
design with art ranging from bold graphics to quirky pieces such as a book-spine
detail. Brand Society, meantime, created recycled paper menus and packaging
designed to give the hotel's restaurant an authentic, homey feel.
The brief for Pacifica Hotels' The Sommerset Suites Hotel in Hillcrest,
California, called for the branding component to share the limelight with the
design. This small-town-with-urban-values property requires a look that is
equal parts timeless and modern. Incorporating that into such elements as the
hotel's logo and uniforms keeps the vibe consistent.
But not every client wants "the works" Sirna points out. "Some of them want to
work with outside branding companies, for example," she says. So, she uses an hoursbased a la carte pricing model for each branch's involvement on a particular project.
Even so, the main value of these services might not be directly seen on the
bottom line. "We provide these services as an additive to the client," says Sirna.
"Having all three disciplines in house keeps the project narrative intact and
always creates a more layered experience."
So, what makes them a must is their value for the firm's own brand identity.
Clients might not always want a one-stop shop, but if they do, they don't want
it to be one-note.

G R AC E B R I S T O L ( P U L S E M I L L E N I A ) ; C O U R T E S Y O F S T U D I O 11 D E S I G N ( S I R N A )

STUDIO 11 DESIGN


http://www.boutiquedesign.com

Boutique Design - May 2016

Table of Contents for the Digital Edition of Boutique Design - May 2016

Boutique Design - May 2016
Contents
From the Editor
In This Issue
The Buzz
Design Deconstructed
Free Spirits
Upping the Ante
Crossing Borders
BDwest Review
Products: Surfacing Materials
Products: Casegoods
Exit Interview
Boutique Design - May 2016 - Boutique Design - May 2016
Boutique Design - May 2016 - Cover2
Boutique Design - May 2016 - 1
Boutique Design - May 2016 - 2
Boutique Design - May 2016 - 3
Boutique Design - May 2016 - Contents
Boutique Design - May 2016 - 5
Boutique Design - May 2016 - From the Editor
Boutique Design - May 2016 - 7
Boutique Design - May 2016 - In This Issue
Boutique Design - May 2016 - 9
Boutique Design - May 2016 - The Buzz
Boutique Design - May 2016 - 11
Boutique Design - May 2016 - 12
Boutique Design - May 2016 - 13
Boutique Design - May 2016 - 14
Boutique Design - May 2016 - 15
Boutique Design - May 2016 - 16
Boutique Design - May 2016 - 17
Boutique Design - May 2016 - 18
Boutique Design - May 2016 - 19
Boutique Design - May 2016 - 20
Boutique Design - May 2016 - 21
Boutique Design - May 2016 - Design Deconstructed
Boutique Design - May 2016 - 23
Boutique Design - May 2016 - Free Spirits
Boutique Design - May 2016 - 25
Boutique Design - May 2016 - 26
Boutique Design - May 2016 - 27
Boutique Design - May 2016 - 28
Boutique Design - May 2016 - 29
Boutique Design - May 2016 - 30
Boutique Design - May 2016 - 31
Boutique Design - May 2016 - Upping the Ante
Boutique Design - May 2016 - 33
Boutique Design - May 2016 - 34
Boutique Design - May 2016 - 35
Boutique Design - May 2016 - 36
Boutique Design - May 2016 - 37
Boutique Design - May 2016 - 38
Boutique Design - May 2016 - 39
Boutique Design - May 2016 - Crossing Borders
Boutique Design - May 2016 - 41
Boutique Design - May 2016 - 42
Boutique Design - May 2016 - 43
Boutique Design - May 2016 - 44
Boutique Design - May 2016 - 45
Boutique Design - May 2016 - 46
Boutique Design - May 2016 - 47
Boutique Design - May 2016 - BDwest Review
Boutique Design - May 2016 - 49
Boutique Design - May 2016 - 50
Boutique Design - May 2016 - 51
Boutique Design - May 2016 - 52
Boutique Design - May 2016 - 53
Boutique Design - May 2016 - 54
Boutique Design - May 2016 - 55
Boutique Design - May 2016 - 56
Boutique Design - May 2016 - 57
Boutique Design - May 2016 - 58
Boutique Design - May 2016 - 59
Boutique Design - May 2016 - Products: Surfacing Materials
Boutique Design - May 2016 - 61
Boutique Design - May 2016 - 62
Boutique Design - May 2016 - 63
Boutique Design - May 2016 - 64
Boutique Design - May 2016 - 65
Boutique Design - May 2016 - 66
Boutique Design - May 2016 - 67
Boutique Design - May 2016 - 68
Boutique Design - May 2016 - 69
Boutique Design - May 2016 - 70
Boutique Design - May 2016 - 71
Boutique Design - May 2016 - Products: Casegoods
Boutique Design - May 2016 - 73
Boutique Design - May 2016 - 74
Boutique Design - May 2016 - 75
Boutique Design - May 2016 - 76
Boutique Design - May 2016 - 77
Boutique Design - May 2016 - 78
Boutique Design - May 2016 - 79
Boutique Design - May 2016 - 80
Boutique Design - May 2016 - 81
Boutique Design - May 2016 - 82
Boutique Design - May 2016 - 83
Boutique Design - May 2016 - Exit Interview
Boutique Design - May 2016 - Cover3
Boutique Design - May 2016 - Cover4
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