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Meet Amy Morway of ID Studios in Solana Beach

Today we’d like to introduce you to Amy Morway.

Amy, please share your story with us. How did you get to where you are today?
My love of design and architecture began when I was fairly young. I found myself fascinated by buildings and how they were constructed and then soon realized I was consistently drawn to design, visual arts, and the built environment. As a highly visual person, if something felt out of order in my world, I immediately wanted to change it and create a feeling of balance and beauty. By the time I was a teenager, I became more attuned to the fact that your surroundings can have a HUGE impact on the way that you feel and function. So, it’s no surprise that I found my passion and earned a Bachelor’s degree in Interior Design. Soon after, I obtained my Certification in Interior Design (CID) in California, and then became a LEED Accredited Professional.

In 2005, with 21 years under my belt working as a commercial designer and project manager in San Diego, I decided to leave the safety net of working for a well-established architectural firm and made the move to start ID Studios along with my business partner, Deborah Elliott. Together, we set out with a mission to create a firm that offered work/life balance for our employees and focused on values that demonstrate passion for people, enthusiasm about new ideas, and an intense desire to improve people’s lives through thoughtfully executed design. It was the best decision I have ever made.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Let’s face it… when starting a new business, it’s like standing on the edge of a diving board ready to perform an elegant swan dive without really knowing for sure if there is any water in the pool below. It was a big risk, yet we landed our first significant design project within 4 months of being in business… a 50,000 SF design project for an AmLaw 100 firm. It’s crazy to think that just a little over 13 years ago, we started out with a small amount of cash and 2 part-time employees and within our first year in business, we were not only competing against international design firms but we were winning.

As exciting as that was, I’m not going to sugar coat the journey. It’s been a lot of hard work, dedication, and long hours. Starting a small business from scratch can be painful. As a co-founder of the business, it’s a daily juggling act where my partner and I direct efforts for high profile clients at the local and national level, pursue new project opportunities, and run many of ID Studios’ day-to day operations.

One of the biggest challenges along the way was surviving the great recession of 2007-2009, which happened just a few years after launching ID Studios. As a professional services firm tied to the commercial real estate industry, we were hit pretty hard – but we were able to retain the majority of our design team. To this day that is something I am very proud of. In a small way, we did our part to keep families afloat during some very rough times.

I’d have to say that looking back over the last 13 years, it has been mostly a full speed race to stay on top of a roller-coaster industry. The road has sometimes been loaded with speed bumps and pot holes, but thank goodness it has NEVER been a demolition derby.

Alright – so let’s talk business. Tell us about ID Studios, Inc. – what should we know?
At ID Studios, creating memorable and positive experience is an exciting part of our profession as interior designers. We believe that forward-thinking design strategies have the power to transform the way in which people experience their environments – whether it be a place to work, play, recharge, learn, communicate, or socialize. At the heart of our services is our passion for crafting creative solutions that respond to our clients’ individualized needs and vision.

In every project that we collaborate on, we combine this understanding with our 30+ years of experience working with business owners, the hospitality industry, developers, facility experts and end users of corporate, education, government and institutional places.

Is there a characteristic or quality that you feel is essential to success?
Since our inception, our team of interior designers, architects, and graphic designers have completed projects for such notable clients as WD-40, FTD, ResMed, LYTX, Qualcomm, Cushman & Wakefield, Moss Adams, UCSD and SDSU. Our team is currently in process on highly acclaimed projects for some well-known clients including Perkins Coie, Mission Federal Credit Union, Marsh & Mc Clennan, Seacrest Village, and the City of Carlsbad.

As we look to the future, we are expanding our business into the Senior Living Market, with the goal of continuing to design environments that will enhance people’s lives well into their sunset years.

It’s a great feeling to know that ID Studios has had a positive impact on so many people’s lives through the design services that we provide.

Contact Info:


Image Credit:

Joel Zwink, JLL Reception, Jared Nelson, ID Studios, Inc.

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