Alter Egos
Every project begins from a different place. Some clients arrive with questions, others with constraints, and some with a clear vision already forming. Over time, we’ve found that most people share common patterns in how they think about design, decision-making, and risk.
A Framework for Understanding Your Starting Point
An Alter Ego is not a label or a personality test. It’s a way of understanding how you approach a project, what you need clarity on, and what kind of support will be most valuable to you. Identifying this early helps align expectations, scope, and process before design work begins.
THE FOUR ALTER EGOS
Alex — The Early Planner
Alex is at the beginning. They’re gathering information, exploring possibilities, and trying to understand what’s realistic efore making commitments. Clarity and guidance matter more than speed.
Jordan — The Practical Planner
Jordan has a direction in mind and is balancing ambition with real-world constraints. They’re ready to move forward but want reassurance that decisions are sound and aligned with budget and timing.
Taylor — The Detail-Oriented Homeowner
Taylor is focused on precision. They care deeply about materials, execution, and outcomes, and value a structured process that leaves little to chance.
Morgan — The Bespoke Homeowner
Morgan is seeking a highly tailored experience. They’re invested in collaboration, craft, and long-term value, and are comfortable engaging deeply in the design process.