What do you do at Straight Line Landscape?
Holly: I am the company’s senior designer and sales manager. I create the initial design concept, translate that into renderings and ensure the entire project is executed according to plan.
During our client home visits, you’ll see me taking an active part in evaluating a landscape’s imperfections and potential. I sit down with the homeowners to get a feel for their family dynamics and plans for their property and develop design ideas from there.
When did you join Straight Line Landscape?
2010.
What professional qualifications do you hold?
I have a bachelor’s degree in interior architecture and certifications as a desert landscaper and master gardener.
How did your qualifications prepare you for your current work?
I’d say a lot. My degree in interior architecture gives me a strong foundation in design principles, spatial planning and aesthetic elements. My training in this field gives me a unique perspective of outdoor spaces, particularly how they complement and interact with interior environments.
As a desert landscaper, I have specialized knowledge and expertise in designing outdoor spaces in desert climates. The arid environment presents unique challenges, such as water scarcity and limited plant variety. My training allows me to create aesthetically pleasing yet practical desert landscape designs.
Meanwhile, being a master gardener means I am proficient in plant selection, cultivation techniques, pest management and soil health maintenance. These are all essential landscaping design components.
How has your journey with the company been so far?
It’s been great. For the most part, I am self-taught through trying new things, making mistakes and asking questions. I have only worked for three companies in the 20 or so years I have been in this industry… 15 with Straight Line landscape.
I’ve been through the most trying times with the team, which were quite frequent at the beginning. Then things got better. Now, we’re serving a huge part of North Phoenix.
What inspires you the most about your work?
I’m inspired by the homeowners I meet. What motivates me to do even more is seeing their faces light up when I present a design inspired by our initial discussions about their vision for their property.
How do you approach the design process with homeowners?
Function is always a priority for me. A beautiful space that isn’t utilized because it doesn’t flow, have the right furniture, or fill a need feels wasteful.
During the first home visit, homeowners provide me with a wish list of what they’d like to see in their yards. Then, I walk around the property to evaluate it, identify potential problems and see how the homeowners’ ideas fit into the landscape.
For remodels, common concerns include drainage issues, privacy limitations and unusual elevations that could cause accidents. For new construction projects, I may look for views that need enhancements and corners that require privacy screens.
After addressing the initial problems, I revisit the homeowner’s wish list and the current landscape design. I assess the flow between spaces and discuss potential solutions with the client if the yard feels disconnected.
For families with children and pets, I think about safety first and design around that. However, I also ensure that all the features I include in the landscape design are flexible and versatile because kids grow and their needs change over time.
How do you convince homeowners that Straight Line Landscape is the right choice?
What I hear most is that I listen much better than the competition. When I present a design, many times, homeowners would say, “That’s exactly how we envisioned it!” Clients actually make it easy for me, as they usually indicate clearly what they like and don’t like.
If they give me a design idea that I know I can still improve, I don’t try to change their minds. However, I do educate them about ways to make that outdoor feature they want more user-friendly. Ultimately, I still provide them with what they ask for.
How do you ensure your design ideas are executed correctly during construction?
That all comes down to providing accurate construction plans. It’s important that the entire team is clear on the details. We try to be as thorough and accurate as we can when we communicate construction information with the team.
Everyone at Straight Line Landscape is talented, but there’s always a certain amount of unpredictability in construction. If what I had envisioned is not coming together as smoothly as I planned, Travis and I will brainstorm. Together, we’ll find a solution.
What impact do Straight Line Landscape projects have on Phoenix communities?
I believe we have added tremendous value to many properties in North Phoenix. We’ve worked on some communities when they were still new. It’s nice to drive by 9 or 10 years later and see that the construction we provided is still in excellent condition. I think when your product has longevity, it adds a lot of value to the property, and, ultimately, the community it’s in.
Do industry awards matter to you and the team?
For that to happen, we have to join an organization where these awards are given. But we haven’t really focused on getting recognized. We just let our work speak for itself.
Almost all of our work is referral-based. People call us when they see that we’ve done a great job at a home on their street.
How are sustainability trends influencing landscape design in Phoenix?
Sustainability is always gonna be really important. In the communities we service, we incorporate various eco-friendly ideas in our designs, but the focus right now is on using low-maintenance materials and equipment to support zero-waste efforts. Given the fast-paced lifestyle in the Greater Phoenix area, homeowners appreciate their practicality and convenience.
How do you spend your time outside of work?
More landscaping! I spend lots of time outdoors. I bike for fitness and fun. I enjoy nature trips, which is where I get some of my inspiration for my job. I also work on my body strength and flexibility to stay fit, especially since our job requires a lot of walking in wide yard spaces and squeezing into snug ones. I also spend time with family and friends, mostly to unwind.
What can clients expect when they share their design ideas with you?
I encourage homeowners to maximize the investment they’ve made in purchasing their property. They can start by enhancing their yard’s functionality to get them to spend more time outdoors. The outdoor living space should feel like an extension of their indoor environment. I also motivate them to customize—to imprint their personalities and lifestyles on the landscape design as much as possible.
Also, I know many Phoenix residents work incredibly hard all day. Whether they want to sit by a warm outdoor fire in seconds or get straight to barbecuing when they get home, we ensure that our designs make these experiences smooth for them.
How can clients contact Straight Line Landscape?
They can contact us at the Straight Line Landscape office. Our number is 623-582-1300. We’re available for inquiries between 7 AM and 5 PM from Monday to Friday.
Thank you so much, Holly!
Thank you.
