Tag Archives: strategic

Sleek Home Spa

March 30, 2017 by
Photography by Tom Grady

Liz spends five days a week working with fellow designers, consulting on schemes, meeting with clients, and creating unique finish combinations. Proficiency in AutoCAD, Revit, Photoshop, and Illustrator enable her to generate creative solutions no matter the project size.

CAPTION (cabinets): A custom vanity (above) warms the bathroom with wood cabinets and pendant lighting. To create a modern spa shower (right), pebble floor and wall details contrast with the smooth walls and ceiling.

CAPTION (bathroom):
Photos show how the bathroom looked before the transformation.

Like all great home renovations, the project began with an idea. An Omaha couple contacted me at The Interior Design Firm; they wanted to mimic the relaxing modern aesthetic of a high-end spa in their home.

After attaining a list of design requirements for their master bathroom, I began conceptualizing how to realize my clients’ initial idea. The look that the couple desired would require a spacious layout, sleek finishes, and lustrous natural and artificial lighting. That’s when my work really began.

The project started in earnest as I analyzed the current space to figure out how much larger the bathroom needed to be to accommodate every element requested by the clients. The greatest challenge was that the original square footage of the space was not large enough to bring this desired bathroom into reality.

In the end, some features of the space stayed in the same location (such as the stool and vanity). To create the spacious layout the client wanted, the tub needed to move back a few feet to allow for proper circulation in the bathroom. The existing shower was wedged in a corner, and was one of the main reasons for the renovation.

With the help of a contractor, Sudbeck Homes, the exterior wall behind the existing tub was extended 10 feet to make way for the new walk-in shower. The new shower is an extraordinary 8.5 feet by 8.5 feet, outfitted with two fixed shower heads, one hand-held, body sprayers, and a rain-head.

The couple was cognizant of their long-term needs in the home, so a bench was added next to the handheld shower head. Keeping with the modern minimalist style, two recessed niches were created so the personal hygiene items could be tucked away (to avoid creating clutter).

Moving the wall made a world of difference for the space. The tub location moved back several feet and anchored the room. The organic free-standing tub is a focal point as you enter from the doorway. It is the perfect setting to find peace and relaxation. The additional square footage in the space makes the room feel quite grandiose.

After deciding where each element needed to go in the space, I diverted my focus to the finishes. To create this tranquil retreat, we started looking at color palettes that would be cohesive with the existing finishes in the home.

With French doors going into the bathroom, the finishes needed to vibe with the colors in the rest of their master bedroom. The home has light oak woodwork and warm tones. To achieve this harmony, I wanted to get rid of the existing curves and add modern, clean lines.

Gray was the color direction that the clients and I agreed on, but making it blend with the rest of the home meant that the gray tones had to be warm. Gray porcelain tile in the proper color family was applied to the floor, shower walls, shower ceiling, base, and the feature wall behind the tub.

The feature wall adds interest with the installed rectilinear porcelain tile. In keeping with the monochromatic color scheme, stone pebble tile was selected for the shower floor and the detail stripe in the shower.

When selecting the hard surfaces, the clients’ goal was minimal upkeep for the future. A Cambria quartz countertop was the perfect choice for their spa bath. This quartz was not only used for the counter, but also for the bench and niche shelves in the shower.

Making this space feel modern meant sticking to a few selections and color tones. To contrast the gray features, a solid wood vanity was added for warmth. All of the plumbing fixtures in the bathroom are smooth and contemporary, creating a waterfall effect when the water is turned on.

The lighting in the space greatly improved: cans were added in strategic locations, and pendants were placed above the sinks to supplement the can lighting. The simplicity of the pendants allows the chandelier to be the prime focus. The chandelier is a shining feature that captivates anyone walking into the bathroom.

Natural lighting was important in the bathroom, so windows were added in the shower on two walls. To keep with the minimal aesthetic, a frosted pattern glass was chosen for the windows so that window treatments were not necessary.

With the help of the contractor, this sophisticated bathroom was made possible. We turned this Omaha couple’s small idea into their ideal at-home spa.

Visit idfomaha.com/liz-lempka for more information.

This article was printed in the March/April 2017 edition of Omaha Home.

The Brand Brief

February 23, 2017 by

I have good news and bad news. The good news is that greatness is a state of mind. The bad news is that others’ minds decide your state. As with many things in life, this is true for people as well as brands. A brand is, in its most basic description, what people believe, feel, and think about a company. Companies like to think that their brand (or “brand image” if you’re old school) is whatever they’re currently telling the public it is. Which is rare. However, that is the goal. Because when what people think of you matches up with what you claim to be, you’ve hit the branding bull’s-eye.

Great branding is built on a solid foundation. This foundation is commonly referred to as a “brand platform.” Used correctly, a brand platform can act as a launching pad for your branding efforts. Conversely, it may resemble the 10-meter Olympic diving platform, except, instead of water, the pool is filled with buy-one-get-five coupons that cause financial ruin and death by a thousand paper cuts.

A brand platform defines who you are as a company in a way that everyone in the organization can understand—even Chuck in H.R.—by codifying beliefs into a framework that doesn’t change with the shifting winds of accounts receivable. The platform becomes the guiding document in how you speak about the brand and how the brand acts. It is no use marketing something and then failing to live up to those promises operationally when people finally find time to “act now.”

There is no standard template for a brand platform. Most advertising agencies that deal in branding have developed their own process and format. I prefer a classic format that defines a brand purpose (why you exist beyond making money or even your current product), brand position (who you are relative to your competition and audience), brand personality (five or six adjectives, none of which are “sleepy”), and brand affiliation (the type of people your brand wants to attract). Feel free to Google these terms. Other platforms include brand archetypes or variations on all of the above. The important thing is that the platform brings clarity, unity, and direction. So beware the agency attempting to sell you a process that they themselves don’t seem to fully understand—just because it comes with a cool infographic doesn’t make it actionable.

I do not recommend trying to create a brand platform on your own. Anyone inside the company is too close to the situation to be completely objective. Nonetheless, you should be actively involved in the process. An agency that insists on doing everything themselves before delivering a final document fait accompli is probably doing a lot of finding and replacing on a platform they first wrote in 1998.

Once your platform is in place, use it. This is not as obvious as you would think. Weigh marketing decisions against it. Use it to filter operational objectives. Spread it throughout the company so that when an employee gets asked about where they work, they give an accurate answer. Eventually, because branding is a long game, your brand will be cohesive and consistent. And all your marketing will automatically be strategic in tone and message (and media, too, if you’re paying attention).

You will still need to decide on creative directions and tactics, of course, but you won’t have to do the heavy lifting of figuring out foundational principles every time you write a new tweet. Because you will know who you are. And, more importantly, customers current and potential will, too.

Jason Fox is a freelance creative director and writer. He can be found at jasonfox.net and adsavior.com.

This article was printed in the Spring 2017 edition of B2B.