From first spark to final space: Donna Staples on designing with impact
Want to know more? Read our insightful Q+A with Donna Staples, Head of Design ID, to see just how we design with impact from the very first moment.
Q: Donna, when should someone first come to Design ID if they’re thinking about refreshing a commercial space?
A: Honestly, the earlier the better. Even if you’ve only got the beginnings of an idea or a sense that something needs to change, that’s the perfect moment to talk to us. Those early conversations help us understand your brand, your challenges and your ambitions before anything is set in stone. It means we can shape the vision with you rather than working around decisions that might limit what’s possible later. Getting involved early saves time, avoids unnecessary costs and gives you a much clearer roadmap from the very start. And truthfully, we love that stage – the dreaming, the sketching, the “what if…” moments where anything feels possible.
Q: What does “getting involved early” actually change for a client?
A: It changes everything. When we’re part of the conversation from the very beginning, we can help shape the brief rather than simply respond to it. We can spot opportunities you might not have considered and identify constraints before they become problems. Early involvement means feasibility, zoning and space planning are clearer and more strategic and your brand story is woven into the design from the very first sketch. It also allows us to coordinate long‑lead approvals and create concept packs that are ready for CAPEX approval without unnecessary back‑and‑forth. It’s the difference between designing around challenges and designing ahead of them.
Q: What’s the Design ID experience like for clients?
A: It’s genuinely collaborative. We don’t disappear into a studio and return with a grand reveal. We bring you into the process. Clients come to our Finishing Studio to touch materials, compare finishes and see how everything works together. Our Visualisation Studio and guided workshop tours let you experience the design before it’s built, so decisions feel informed and confident rather than abstract. We want you to feel part of the journey, not just the audience for the final outcome.
Q: What’s your team’s superpower?
A: We design with imagination, intelligence and insight. Every idea is grounded in real‑world performance – how a space flows, how durable it is, how sustainable it can be, how it supports your operations and how it delivers long‑term value. We’re creative, but we’re also practical. We’re storytellers, but we’re also problem‑solvers. And above all, we’re passionate about what we do. You’ll feel that from the very first meeting.
Q: If someone is thinking about refreshing their commercial space, what’s the first step?
A: Just start the conversation. Bring us your ideas, your challenges, your mood boards, your floor plans – or simply your curiosity. We’ll help you explore what’s possible, what’s smart and what will make the biggest impact. A refresh isn’t just about new finishes; it’s about rethinking how your space works for your brand, your customers and your team. And that’s exactly where we thrive.
Q: What makes Design ID the hospitality‑led interior design leaders in the South East?
A: We’ve spent more than 20 years designing spaces where people gather, relax, celebrate, eat, drink and connect – and that experience influences everything we do. Hospitality design is all about emotion, flow, comfort, storytelling and operational intelligence and those principles translate beautifully into every sector we work in. Whether it’s a workplace, a retail environment or a leisure venue, we approach it with the same mindset: make it welcoming, make it intuitive, make it memorable and make it work hard for the people using it. Clients trust us because we combine creativity with commercial understanding. We’re not just designing something that looks great on day one; we’re designing something that still performs brilliantly years down the line.
