Design Notes: Key Takeaways from Our Desert Design Week Panel

As part of this Spring’s Desert Design Week, Cameron Custom was honored to host Design Notes: A Panel with Cameron Custom—an evening centered around meaningful conversation, creative connection, and honest insights into the ever-evolving world of luxury home design in Phoenix.

Moderated by our own Cammie Beckert, the panel featured three of the Valley’s most respected voices in design: Jaimee Rose of Jaimee Rose Interiors, Jeff Berghoff of Berghoff Design Group, and Susan Biegner of Biegner-Murff Architects. Each panelist brought their unique lens to the table, sharing personal stories, professional advice, and a shared passion for designing with intention.

Here are the key takeaways that left a lasting impression:

1. Start with Your “Why”

Whether you’re designing a home, building a brand, or crafting a client experience, your “why” is the foundation.

Jaimee Rose spoke about how her grandfather’s love letters inspired her to create homes that feel like a sanctuary—”the place you always want to be.” Susan shared how collaboration has always been at the heart of her work. And Jeff described how a clear vision helped him differentiate his business and set the tone from day one.

Takeaway: When your purpose is clear, everything else—your brand, your work, your clients—aligns.

2. Saying “No” is a Power Move

Aligning with the right clients is essential to doing your best work.

Jaimee shared how she’s learned to trust her instincts and respectfully turn down projects that don’t fit her brand. Jeff echoed this, saying that recognizing a poor fit early can save both time and stress. Susan added that helping misaligned clients find someone who is the right fit can be a generous and smart move.

Takeaway: Saying “no” is part of protecting your creativity—and your client’s success, too.

3. Make the Experience Personal

In custom home design, luxury lives in the details—and so does connection.

From personalized touches like custom bar napkins and family heirlooms as art (Jaimee), to remembering clients’ favorite drinks and delivering hotel-style service (Jeff), to being a consistent presence from the first meeting to the final walkthrough (Susan), every panelist emphasized the value of a tailored, thoughtful experience.

Takeaway: The little things matter. Great design is personal, and so is great service.

4. Use Social Media with Purpose

Social media is a powerful tool—but only when it reflects who you really are.

Jaimee’s Instagram following grew organically by showing up authentically and consistently. Jeff uses his platform to celebrate collaborators, not just showcase his own work. Susan prefers to let the work speak for itself, with her team using the firm’s Instagram to highlight projects and partnerships.

“I did that by myself. I never had a social media manager. It was just true organic growth… personal truths. I’ll dance on Instagram, we’ll talk, we’ll share. Just be yourself and be consistent.” – Jaimee Rose

Takeaway: Social media works best when it’s real. Be consistent, be collaborative, and be yourself.

6. Branding is Personal and Intentional

Each panelist spoke to the evolution of their brand—how it began, how it’s grown, and how it continues to reflect who they are at their core. While some branding decisions happened organically, the underlying message was clear: great branding is both personal and intentional.

For Jeff, that intention was bold from day one.

“We’re going to be clean, we’re going to be fresh… our first t-shirt was fashion inspired, kind of like Calvin Klein,” he said, describing his early branding vision.
“My dad held it up and said, ‘I don’t get it… it doesn’t say what you do.’ And I said, ‘Exactly.’”

It was a conscious departure from the traditional look and feel of the landscaping industry. Jeff wasn’t interested in advertising lawn care or irrigation services—he wanted his brand to signal design-forward thinking, high-end service, and elevated aesthetics. That clarity helped him attract the right clients and collaborators, even if not everyone understood the message at first.

Susan also emphasized the importance of defining and consistently communicating your brand identity.

“Whatever your brand is, small or large, consistency and a message. Think about what you’re sharing, who you are, and portray that in your posts, your messages, your conversations,” she advised.

Takeaway: When your brand reflects your values, your vision, and your unique point of view, it becomes magnetic. It doesn’t need to appeal to everyone—it just needs to resonate deeply with the right people, even if not everyone “gets it” right away.

6. Looking Ahead: The Future of Phoenix Design

The panel closed with a powerful discussion about where Phoenix design is headed—and what we as designers can do to shape it with care.

Each panelist spoke about the importance of sustainability, adaptive reuse, and smart growth. Jaimee sees value in remodels and preserving the charm of existing structures. Jeff emphasized revitalizing central urban cores and avoiding sprawl. Susan advocated for creating places with intention and community at their core.

Takeaway: Phoenix’s design future lies in creativity with conscience—building thoughtfully, sustainably, and together.

Final Thoughts

At Cameron Custom, we believe that truly exceptional design comes from passion, collaboration, and connection. Hosting Design Notes as part of Desert Design Week was a reflection of all three. It was more than just a panel—it was a gathering of ideas, experiences, and inspiration from some of the Valley’s most brilliant design minds.

We’re incredibly grateful to Jaimee, Jeff, and Susan for their insights—and to everyone who joined us for a night of honest conversation and shared vision. Thank you for being part of our community. We’re excited for what’s ahead.