A full-service architecture and interior design studio celebrating simple, intentional lifestyles by multi-passionate creative, Susana Goss.
01 / overview
Susana’s Story
Multi-hyphenated creative Susana Goss came to studio domka with a compelling vision to launch Shed Collaborative — a full-service architecture and interior design studio celebrating simple, intentional lifestyles. Together with Susana, we dove into a rich comprehensive strategy process to uncover Shed's why and inherent brand expression, which set the foundation for a beautiful design identity process that followed. The final visuals resulted in a simple, elegant, and dynamic handwritten script logo imbued with intention and meaning: an elongated word mark with a trailing "d" terminal, representing action ("shedding") towards more simplicity. studio domka also assisted Susana with creative direction for her photography, videography and social media, as well as website design and development and the execution of custom, handmade welcome packets for Susana’s clientele.
Scope: Brand Strategy / Brand Identity / Creative Direction / Custom Stationery / Website Design & Development
Collaborations: Photography by Contone Media / Videography by Jenn Hall Sweatte / Web Development by Elena Design Studio
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Susana Goss
Founder & Principal Designer
Susana Goss, the Founding Principal, is an acclaimed designer whose work and life are informed by her diverse cultural background. Born in Portugal, she brings a unique perspective to her work, which has been shaped by her upbringing both in Europe and the United States.
Susana holds a Bachelor of Architecture degree and began her career in Boston, where she specialized in designing and managing urban infrastructure, luxury residential, and housing projects. It was during this time that she developed her talent as a collaborator, working closely with clients to understand their unique vision and translate it into intentional design solutions.
In addition to her architectural practice, Susana served as an Adjunct Professor of Architecture, teaching students the importance of process-led design and cultivating a passion for education. This experience laid the foundation for her approach to every project, where she guides clients through a process of shedding preconceptions to reveal the heart of their home.
With over 25 years of experience, Susana brings a signature approach to each project, combining her deep understanding of architecture, materials, and design with a keen ability to connect with her clients. Her unique combination of talents and expertise has earned her a reputation as an inspiring designer.
02/Moodboard
Interact: Click and drag the images in the moodboard.
03/PROCESS
A collaborative process rooted in simplicity and deep intentionality, shedding all that no longer serves
When one “sheds” something, they release the superfluous — this was the underlying concept driving the logo design and development process with Susana. Together we explored a simple all-caps wordmark approach, considering a variety of ways to showcase expression and action: opacity, stippling, negative space. The competing visual direction (and winning contender) leaned organic and hand drawn, integrated both Susana and Ewelina’s scripted renditions of shed. A series of mindful details, like the trailing letter “d” terminal, lended the perfect touches for a truly customized and deeply special wordmark for the Shed Collaborative brand.
05/HOME/COMINGS
“The world is not a fixed thing that we’re consuming — we are the creators of that world and every little bit counts. Even if it’s through just one person, one moment, one client, like helping someone see their home in a new light.”
A Portugal native, turned immigrant, designer, teacher, mother, and (as of most recently) business owner, Susana Goss and her creative journey inspires the fellow multi-passionate to (truly) “shed” all of the labels in life and embrace being all of the things. In this deeply heartfelt and vulnerable conversation, Susana and Ewelina discuss the origins of Shed Collaborative, Susana’s process of navigating the different “boxes” in life and throughout her career, takeaways from motherhood and how becoming a parent has changed her perspective on the world, and living each day from a place of genuine, open and beautiful curiosity.
