Veronica Barrow

Veronica Barrow is the founder of VBD, a full service architecture and interior design studio with a focus on single-family, multi-family, and commercial projects. Founded in 2015 in New York City and now operating in Seattle, WA, VBD has projects located in New York City, New Jersey, Miami, Florida and Seattle. Veronica Barrow Design LLC is a M/WBE certified business and architecture and interior design studio.

VBD provides the full scope of architecture and design services - Preliminary Design to Design Development and Construction Documentation - for new construction, tenant improvements, and renovations; and they approach each project with a holistic and multifaceted lens incorporating architectural space planning, sustainability and green initiatives, and interior design.

Veronica Barrow is a Designer and LEED Accredited Professional with a Bachelor of Architecture from The Cooper Union for the Advancement of Science and Art in New York City. Veronica served on the Board of NOMA | nw, the Northwest Chapter of the National Association of Minority Architects, as the elected Vice President for the 2020-2022 term. Over the span of her professional career, Veronica has worked on the design of over 30 built commercial and residential projects, ranging in scale from 500 SF to over 900,000 SF.

Where does your love of architecture and interior design come from? Who were your influences growing up?

I’ve been fascinated by architecture (especially residential design) possibly since I was 7-8 years old. Essentially, as long as I can remember. If there was a notepad or sketchbook laying around, I’d completely co-opt it and fill every page with floor plans. Discarded cardboard boxes laying around? Those, too, would be repurposed into some sort of building structure or cityscape. I have always been very hands-on.

I grew up in Miami, FL so there was a lot of Art Deco architecture around to study and appreciate. I was taught to draw inspiration from Western staples like Frank Lloyd Wright, Mies Van Der Rohe, Le Corbusier, Louis Kahn, Frank Ghery, etc  in architecture school. Outside of that, I widened my lens to include designers, architects, engineers of the global majority. There are so many (past, present, future) who have contributed / are contributing important works to the built environment, igniting much-needed dialogues and perspectives around old and new, building and community, housing equity and the pivotal role architects play in the process. David Adjaye, Tosin Oshinowo, Colloqate, to name a very very small few current designers.

After you graduated from Cooper Union, in New York, what challenges did you face as you began your career?

Coming out of a program that focused largely on Architecture Theory, I definitely felt under-prepared for the workplace in terms of employable skill sets. It became clear early on that if I wanted to be competitive and seen as an asset to firms, it wasn’t enough to be as good as, I had to be better than my peers. I learned all of the necessary CAD software on-the-go, and over the first 5-8 years I picked up invaluable Project Management, Construction Management and Business Management experience. 

Prior to starting Veronica Barrow Design (VBD), there was a certain degree of stagnation that I sensed on my then current career path – as far as opportunities for professional growth went. I had male colleagues with the same title making 1.4x more for doing the same work. The wage gap for women, particularly women of color, in this profession is very real.

Were there any particular obstacles you had to contend with as a Black woman in a predominately white male field?

One of the most prevalent stories I hear from women and people of color in this profession is having to deal with the limited visions of what an architect or designer should look like. I’ve had to brace myself upon walking into conference rooms or onto construction sites, as it was almost guaranteed that an unsuspecting client or contractor would assume that I was the assistant and not the Project Manager. I stopped counting the number of times I was asked to bring coffee or take meeting minutes.

Over the years, however, I have come to embrace standing out within this relatively homogeneous industry. As with many things, it comes with its advantages and disadvantages. I like to focus on the advantages.

How early in your career did you begin thinking about starting your own firm?

I worked for about ten years at a handful of architecture firms in New York City before building up the tenacity to take the next step in my career and start my own design studio. About 5 years prior to that, I had already begun feeling the need for a major professional shift. I knew that I wasn’t reaching my full potential working at architecture firms.

There was a particular moment that served as the catalyst for taking the leap of faith. Back in 2014 I was working for a small design studio in the city, and was injured on the job. It was at that moment that I thought to myself, “never again”. I am extremely passionate about the work that I create, and if creating requires this much of me then I must engage in work that I believe in – my own work.

Starting my own design practice required some serious self-talk. It required summoning herculean strength, psychologically, to trust in my 10 years of experience, trust in my knowledge base of how a project is designed, constructed and turned over to the end user. Subconsciously, I knew that I was ready and completely capable. Still, knowing is one thing. Going out and doing (without a safety net or backup plan) is another. I second-guessed myself all the way to my first solo project. After landing it, though, I knew I made the right choice and was on the right path.

What were some of the risks involved in striking out on your own?

Not bringing in enough projects throughout the year is a reality that many small businesses face. It’s the same in design. So far, VBD has been fortunate enough to maintain a steady flow of creative projects. I can't stress enough the importance of building a solid, reliable network of professionals – as well as clients – who trust and value the work that you do. It’s invaluable. 

Liability is also an ever present reality when running your own business, especially in design and construction. Making sure that business license(s), contracts, organization filings, etc are maintained can be a lot to keep track of, but it’s crucial.

Which market has been more challenging, New York or Seattle?

Seattle has been a bit more challenging to plant roots given the relative sprawl, and the much smaller community of freelancer and independent designers. New York City, to me, is synonymous with entrepreneurship. The community and network of creative individuals who are working for themselves or running small businesses, like I am, is so vast. It definitely felt more organic connecting and networking with like-minded folks, in ways that were meaningful, supportive, and sustainable.

Do you have a signature design style?

My design style is somewhat malleable. It adapts to the specific design criteria and environment surrounding each project. While the overarching aesthetic may change drastically from one project to another, there is an underlying simplicity and spatial clarity that is woven throughout my design work. I very much believe in clean lines, refined yet unassuming spaces, tactile yet simplified palettes, and a balance of controlled eclecticism.

I imagine it takes a healthy dose of confidence to run a big project. How do you navigate the various personalities you work with?

A large portion of the work that I do as a designer (that so many of us do) is manage expectations, mediate, and counsel. Honing these ancillary skills is a must in this line of work. The design and construction processes are messy, expensive and long. It’s expected for tensions to rise from time to time, particularly with clients who are undergoing the process for the first time. Knowing how to de-escalate and navigate personality types is a helpful skill to have. Construction is a massive learning curve, as well as a large investment and undertaking. My job as the Designer and Project Manager is to help reassure my clients every step of the way; to make sure they feel empowered, heard and good about the work being performed; and to take the bulk of the workload and stress off of their shoulders.

Given the 8-12+ month duration of many projects, selecting a project wisely (and therefore the client, contractor, consultants – the whole team) is important. Does the project criteria, style direction and budget align with our studio’s focus and values? Do personalities align? Are there any red flags during the initial consultation call? All of these preliminary steps help largely reduce the likelihood of personality conflicts or incompatible design goals on a project.

In your opinion, has social media and home makeover shows made your job easier or more difficult?

The idea of “fast-design” portrayed on social media and reality tv home makeovers absolutely makes the job of a designer more difficult. It showcases a highly edited and sanitized version of the actual labor and costs involved in remodels and renovations. This disparity sets the design industry up for potential conflict when working with clients/homeowners who approach design work with unrealistic expectations of cost (labor and materials), time and quality – and how all 3 of those factors are interrelated. Client education is integrated into the work that we do as architectural and interior designers.

Where do you see Veronica Barrow Design in ten years?

Taking on more design-build and development work. Preliminary groundwork has already begun for expanding into this new sector. I expect to see VBD grow into this more fully over the coming years.