A design firm reimagines their own brand identity after 18 years of helping other businesses do the same

March 28, 2023

“As an interior designer, especially on the commercial side, it’s my job to help my clients articulate what it is about their business that defines them, learn their story, and turn that information into a cohesive and functional design,” says Katie Skoloff, Principal Designer and Founder of In Site Designs. “It was exciting to take the time to think critically about how to communicate this reflective ability through our own brand.”

In Site Designs partnered with, Jocelyn Burks Studio out of Nashville, TN for the refresh and new website. Jocelyn has a laser focus on her clientele: female-lead design firms. This was the exact approach Katie takes when vetting clients; the right fit is critical for both the client and the design firm. Through an intensive introspection, a sleek, neutral brand was revealed, which was a stark contrast to the vibrant color block that had represented the company since 2005.

“We found that it was important to portray our versatility through our brand with a warm, scaled, and neurtal color palette. This neutrality paired with a sophisticated typography communicated that perfectly” explains Mary Placito, Community Director at In Site Designs. “This new brand and logo are a reflection of who In Site Designs has grown to become over the last two decades.”

You will notice the updated branding with the refreshed signage on their studio in the Flatiron Building on Pendleton Street, a West Village landmark that is listed on the National Park Services Historic Register which Skoloff purchased and restored last year.


About In Site Designs

In Site Designs is an all-female team of Residential and Commercial designers that exists to tell your story through the design and curation of your spaces. From new construction, to complete renovations, they have provided thoughtful and creative solutions from planning to completion for over 300 clients in the Upstate and beyond. How are you telling your story?