FRI-B05: Designing with Purpose: Three Unique Perspectives on Achieving Functional Beauty for Residences

Friday, October 10, 2025

10:15 AM - 11:30 AM CT

Location: New Orleans Ernest N. Morial Convention Center, Room 217-219

1.25 PDH, LA CES/HSW, AIA/non-HSW, AICP, NY/HSW, FL

Speaker(s)

Carrie Woleben-Meade, ASLA, PLA

Design Principal
Mariani Landscape
Lake Bluff, Illinois
JB

Jeff Berghoff

Founder and CEO
Mariani Premier Group / Berghoff Design Group
Phoenix, Arizona
Brian Cossari, ASLA

Vice President of Design, Landscape Architect
Hoffman Landscapes
Gaylordsville, Connecticut

Delve into the residential design process from three distinct perspectives. Each designer’s bespoke solution focuses on functionality and aesthetic harmony, but their approaches to achieving the final result vary. By listening to each process, you can identify which aspects resonate with you and might be applicable to your own projects.

Learning Outcomes:

Learn how to adapt the creative process to acknowledge the uniqueness of different environments and the regional context.
Learn how to consistently develop creative solutions for residential scale projects.
Discuss the pros and cons of the design-build versus bid-build processes, and how to capitalize on the knowledge of your construction teams in both scenarios.
Understand how these firms approach marketing and client development in the high-end residential market.