Magazine

Boh fall 2025 1 cover
Fall 2025 | Issue 37

The right clients create an alignment in style, sensibility and budget that allows a design firm to truly surprise and delight with every project. But that level of harmony likely won’t fall into your lap. In this issue, we explore how to narrow down your target client base, then package your business in order to attract your ideal match.

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Features
Your ideal client is out there. Here’s how to find them
There are certain types of projects that bring out a designer’s best work. How do you discover what those are for your firm? If you’re looking to zero in on your ideal client profile, start here.
BY Haley Chouinard
These 5 designers rebranded their business. Here are their secrets to getting it right
Successful branding goes a lot deeper than a cool logo or flashy website. The best interior design brands tell a story about a firm that (the right) people return to over and over. Want to forge an identity that will help your business soar? These industry pros have advice.
BY Hannah Hickok
What matters more, your personality or your portfolio?
Businesses with a point of view are the ones winning in today’s attention economy. But how can designers best leverage that open-book approach without oversharing? Experts weigh in.
BY Fred Nicolaus
Design Dispatch
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How much design deference should you show a client?
You’ve heard the phrase “The customer is always right.” But what about your client? Two designers with different approaches to steering a project argue their sides.
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Eskayel’s creations evoke nature, travel and a painterly sense of possibility
Nearly two decades ago, Shanan Campanaro launched the brand to bring artfully crafted eco-conscious textiles to the masses.
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How this Chicago designer brought old soul to a new build
Designer Alex Kaehler explains how she tapped into a sense of history without losing sight of modern living.
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Kendall Wilkinson on color drenching with restraint
The San Francisco designer shares her approach to working with clients who wanted both refinement and vibrant color.
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Young Huh’s ‘orderly’ approach to color drenching
In a pair of monochromatic spaces, the New York designer mixes textures, materials and tones for a sophisticated look.
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Zoë Feldman on going for ‘maximum impact’ in color-drenched rooms
Even the most dramatic, color-infused spaces need boundaries during the design process, says the Washington, D.C.–based designer.
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Peter Dunham on color drenching with nature in mind
Here’s how the California designer finds hues that are both impactful and easy to live with.
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Ever wondered about getting into hospitality? This design duo did it
In 2021, designers Martin Horner and Shea Soucie bought an inn, and within six months had renovated and reopened it. Horner explains how the wild, wonderful journey has deepened the design duo’s practice—and how you can do it too.
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The surprising category that’s become Mikel Welch’s sourcing pinch-hitter
The New York designer shares how a trip abroad inspired his love of designing with tapestries, and how they bring texture, history and unique artistry to his projects.
The Handbook
Cash flow is everything. Here’s how to do it right
From purchasing processes to payment policies, BOH consulted design industry experts on how to ensure a firm functions smoothly as money changes hands for product and services.
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