Texans are so proud of their state and its heritage, and you can see that in the architecture and interiors. That uniqueness extends to its individual cities as well – Houston feels different from Austin, which feels different from Dallas, which feels different from San Antonio, and so on. Less successful developments may miss that distinction – they’ll aim for “Texan” and deliver a product that feels boring and reductive. Same-old, same-old.
That’s why the research for our experience-centric design approach looks not only at demographics but also personas. It’s not just the simple facts about the audience that matter, but knowing who they are – why do they want to live, work or stay here? What’s in it for them? That approach is what keeps our firm’s work fresh and interesting – not only for the audience, but for us as well.