Meet Aimee Daniel | Landscape Designer

We had the good fortune of connecting with Aimee Daniel and we’ve shared our conversation below.

Hi Aimee, what was your thought process behind starting your own business?
I think the desire to start my own business stemmed from three main reasons.
The first is just a love of what I do and a desire to work more closely with homeowners for a more personalized and client-centered design process.

Secondly, I saw a niche and need in the market for an independent landscape designer who is flexible in the way we collaborate with landscape installers, builders, architects and interior designers. Many companies in the area offer a full-service approach to design build, which is nice for a one-stop-shop approach, but can be limited due to a long and arduous design drawing phase, additional markups for overseeing projects and all encompassing installation scope.
By going out on my own, I am able to offer an efficient and cost-effective design service that can be a full-service, onestop shop, or also added to an already existing installation process by partnering with others. For example, a builder may have their own landscape installer that is cost effective and they have used for many years. In this case, I can create a set of landscape plans and coordinate with that builder to allow for the cost savings to pass along to the homeowner, but also facilitate a well thought out landscape design and installation. I can also separate the design and installation portion for the exterior of a home and facilitate everything from design, bidding and installation by recommending and partnering with some of our trusted installation companies. These companies are industry peers whom I have known and worked with for many years and trust to help deliver a seamless and enjoyable construction experience.

Finally, the last reason I started my own business was to allow for flexibility in my own schedule to be able to start a family and spend time with my son. It is really important to me to be able to be there for school pickups, activities and any days off to give my family the prioritization they deserve!

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
What is the most important factor behind your success and the success of your brand?

I think flexibility and listening to clients are the most important factors that have led to the success of my brand. I have the experience and design background to present creative ideas, but those ideas will only be implemented and useful if they are grounded in the desires of what clients are looking for in their outdoor spaces. There are many designers that can generate exciting concepts, but ultimately, the end result needs to be functional and able to be realistically maintained. Especially as we are dealing with plants which can be affected by weather changes in North Texas. Our goal is to create aesthetically pleasing landscapes that will also withstand seasonal elements.

Also, understanding budgets, property values and the investments our clients are making into upgrading their landscaping is important. The curb appeal and extension of indoor/outdoor living spaces that we create can boost a property value, but also needs to be aesthetically congruent with similar properties nearby for the best resale value. Our flexibility of process allows our clients to save money, and by listening to what homeowners need, we ultimately give them more functional outdoor spaces to enjoy with their family and friends.

There is nothing better than a design that is tailored to how a family utilizes their outdoor spaces, allowing for spacial efficiency with a beautiful look. Well thought out outdoor spaces can be healthy and relaxing for people and we are honored to be able to provide these landscapes for our clients.

What value or principle matters most to you? Why?

Integrity is everything. Whether it’s being transparent about budgets and timelines, or designing with low maintenance and sustainability in mind, I believe that honesty, craftsmanship and communication should be at the forefront of every project.

Sustainability is another guiding principle. Thoughtful outdoor spaces should not only enhance daily life but also honor the environment. We integrate drought-resistant plantings, eco-friendly materials, and timeless design strategies that ensure longevity and beauty for years to come. Building things right the first time such as retaining walls, drainage and irrigation systems help to ensure that new plantings will be successful for the future. Choosing the right plant types is key, especially with our very hot summers and very cold winters in North Texas. Although a bit of seasonal color and perennial change outs can be fun each year, we want to facilitate landscapes that are responsible.
For example, I approach each new design plant pallet from a low-maintenance stand point. If clients do want to incorporate a traditional, higher maintenance plant, such as hydrangeas or azaleas, we typically limit these and utilize them in a location and manner that allows for high impact.

When considering decking or patio materials, we tend to steer clients towards composite products instead of Ipe woods which are harvested from rain forests, and require extensive labor to install due to the hard wood qualities and require long-term maintenance. When selecting and recommending artificial turf, we have sources that utilize plant based and family friendly options. We make sure to follow permeability guidelines for hardscape, artificial turf and driveway base to responsibly introduce functionality to outdoor spaces while keeping the integrity of neighborhood collective greenspace and water runoff systems.

Risk-taking: how do you think about risk, and what role has taking risks played in your life and career?

I am generally pretty conservative when it comes to risk; however, every small business owner has to take risks to become successful. Most of my business has grown entirely via word of mouth. So my main priorities are delivering the best product and fostering the relationships I have with my clients and installation partners. It can be a risk to sort of sit back and wait for the leads to come to us, but in the end, these clients who find us via referral recommendations from family and friends are most often the right fit for our business.

From the beginning, I have partnered with installation companies to produce design work for them during their busy seasons, which creates re-occurring revenue. These may not be the most glamorous or high-end projects, but they generate steady work and something I have prioritized and relied on for 10 years. I think the greatest risk in life is not taking the time to rest and enjoy life, which is ultimately my highest goal. I think that rest and a healthy work-life balance makes us all better at our jobs by allowing us to have patience, tenacity and good listening skills with our clients. No one wants a stressed out and overextended designer! We try to be a helpful and calming presence to the landscape process and to help facilitate effective communication.

What’s the end goal? Where do you want to be professionally by the end of your career?

I want to leave a legacy of transformative landscape design—spaces that stand the test of time and elevate the way people experience the outdoors. While my firm currently focuses on high-end residential projects in the Dallas area, I see the future expanding to larger-scale estate properties and second homes such as lakehouses, ranches and ski-in-ski-out homes. We have recently branched out more to include more structures such as pool houses, garage / studio spaces and outdoor entertaining spaces. I’d like to continue to expand the scale of projects we work on to offer a cohesive architectural exterior designs. Having worked for a few very well known and famous architects, I decided early on that my goal is not really notoriety. I’d like to put myself out there enough to be able to attract the right type of client, but I think continuing to design within Texas and similar surrounding climates would be ideal. Ultimately, I’d like to be able to enjoy my life and work, which sounds simple, but I have been working to build my business to the point where I can focus on the scale and type of projects that bring me the most joy to design. I would like to be able to maintain a good amount of personal free time to enjoy my family and travel.

Why did you pursue an artistic or creative career?

Growing up, I always loved to draw and I was lucky to be involved in a forward-thinking Gifted and Talented program in school, which led to my love for creative and open-ended projects. I was successful in math, reading and writing as well, but when choosing a major in college, I just couldn’t see myself not having a creative outlet of some sort every day. Beginning in interior design in the School of Architecture at UT Austin, I was able to learn more about Architecture and design as a whole.

Pursuing Architecture as a profession taught me structure and precision. Through internships, I was exposed to landscape design and ultimately it just became my favorite type of design to pursue. Once I learned about plants. I was hooked as it is very rewarding and ultimately a path that connects myself and clients to nature. The interplay of living elements brings an ever-changing aspect to design allowing us to create spaces that evolve over time with seasons and growth. It is fulfilling to be able to facilitate the creative process.

Where are you from and how did your background and upbringing impact who you are today?

I grew up in Coppell, Texas as my family moved there when I was four years old. There wasn’t even a grocery store in Coppell when we first moved there, and we lived in one of the first subdivisions. The area continued to grow into a high end residential epicenter, and it was helpful to watch this process as many new homes were built around us. I was able to experience new, high-end residential construction and interior design first hand as friends and family built and moved into new homes. When it was time for college, I knew I was interested in design, and I also had a desire to branch out from the small town atmosphere.

I began in the interior design program at The University of Texas, but soon moved to pursue a five year professional degree in Architecture. Studying and working in Austin, TX, continued to allow exposure to the high-end residential aspect of design. I worked for a Landscape Architect in college and found it was just the best job — hand drafting trees, plants and hardscape. The year before I graduated, I participated in a paid internship program working for Pelli Clark Pelli / Jun Mitsui Architects in Tokyo, Japan. During the six month program, I traveled heavily throughout Japan and China studying built architecture. I also participated in a studio class involving study abroad in Barcelona, Spain. After college, I still had the urge to explore and travel, and I went to work for Pelli Clark Pelli Architects in New Haven, Connecticut, allowing me the opportunity to experience working on high-end projects. In 2008, I finally returned home to Texas to be closer to family once again and to re-integrate into the Dallas area. It has been very fulfilling to utilize my design knowledge gained in travel and work experience to participate in creating personalized homes in the area in which I grew up.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I like to visit the Dallas Arboretum and take a picnic lunch – they even allow you to bring in wine! My family and I are members, and we love to visit during seasonal events.  I always check out the plant varieties they are using, how they are holding up to the weather, and the test gardens. We also love to visit the uniquely designed children’s gardens which are great for learning and just a fun time!

I also love to visit the Heard Museum in McKinney with my son as it is a great place to learn about native plants and animals – plus they have fun events like Dinosaurs Live.

My newest favorite spot is Kaleidoscope park in Frisco, and we love to walk on the paths and check out the waterwise native plantings. They have uniquely-designed play spaces, and it is great to grab a bite to eat at the hotel restaurant patio Palato next door.

Who else deserves some credit and recognition?
My husband, Tony, who believes in me and offers continual encouragement. He has also helped over the years with IT, onsite client technical assistance, and business strategies. He is a great sounding board to bounce ideas off of as I continue my small business journey.

My husband also contributes greatly to raising our son as I navigate the challenges of being a working mom.

Website: https://adlandscape.design

Instagram: @aimeedaniel.landscapedesign

Linkedin: https://www.linkedin.com/in/aimeedaniellandscapedesign

Facebook: https://www.facebook.com/AimeeDanielLandscapeDesign

Image Credits
NORTH DALLAS 1 (1), NORTH DALLAS 1 (2), and personal photo by Monica Hunter Photography