Sarah and Rebecca Goesling On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
We’re not interested in designing large, single-use offices. For us, success means creating boutique commercial spaces with history and personality. Our focus is on designing places where people gather, and that’s what drives our business. The success of a project comes from delivering something unique that fits the client’s vision.
As a part of my series about the ‘Five Things You Need To Know To Create A Highly Successful Career As A Commercial Designer,’ I had the pleasure of interviewing Sarah Goesling and Rebecca Goesling of Goesling Group
A multidisciplinary design collective, Goesling Group specializes in luxury interiors and branding, with a studied focus on color, material, and finish (CMF) and future forecasting.
Owner and Principal Designer Sarah Goesling is an industry force who’s curating her own path in interior design, project management, and business development. Relentless in her pursuit of design perfection, Sarah has spent more than a decade creating spaces — ranging from lavish powder rooms and indoor pools to sprawling,10,000-square-foot custom homes — that expertly blend creativity with unrivaled execution.
Director of Design Rebecca Goesling is a creative powerhouse who found her calling at the intersection of trend forecasting, color, material, finish design, and brand development. With a diverse background that spans independent startups and Fortune 500 giants, she’s left her mark across designs ranging from decor and appliances to lifestyle brands — and her passion for discovering the new and next in design is reflected throughout Goesling Group’s interior projects.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
Sarah: I think the foundation for my career in design really stems from our upbringing. We talk about it often — our family was incredibly creative, and we grew up in a household that encouraged imagination and thinking outside the box. There weren’t many video games in our home. Instead, it was about creating with our hands, drawing in the streets, or building something from scratch. That emphasis on creativity and resourcefulness was the spark that set us on our individual design paths. What’s particularly fascinating about commercial design, compared to residential, is its broad reach. Commercial spaces are experienced by people at so many different points in their lives and in countless ways.
These spaces aren’t tied to a specific age group or demographic — unless it’s a targeted design like a children’s playground, for example. Instead, they bring together individuals from all walks of life, creating a shared experience that fulfills different needs for each person. That inclusivity and universality are what make commercial design so remarkable to me.
Rebecca: For me, focusing on commercial design — especially branding and product design — offers something really special. A single design can influence and impact a diverse group of people in various ways. It’s amazing to witness how people take a design, make it their own, and adapt it to their lives and needs. Seeing that transformation is incredibly rewarding and inspires me to keep creating designs that resonate with different audiences.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it?
Sarah: One of the most interesting experiences I’ve had was designing the Evoke Tattoo Studio in Andersonville. The space had previously been Mary’s Attic, located above Hamburger Mary’s — a drag bar and nightclub I had visited many times. Reimagining that space into a luxury boutique tattoo studio, owned and designed by women, was an incredibly creative and exciting challenge.
It was fascinating to transform a space with such a distinct history and character into something entirely new, all on a very slim budget. The project really pushed us to think outside the box and maximize every dollar to create the biggest impact. The lesson I took away from that experience is that limitations, like budget, can actually drive creativity in ways you don’t expect. It’s all about rethinking what’s possible and making bold, strategic choices to bring a vision to life.
Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
Sarah: One of my favorite quotes is from Zaha Hadid:
“I don’t think that architecture is only about shelter, is only about a very simple enclosure. It should be able to excite you, to calm you, to make you think. I will never give myself the luxury of thinking, ‘I’ve made it.’”
This philosophy drives me to create spaces that do more than just fulfill a functional need. It’s about designing environments that spark curiosity, encourage interaction, and evoke emotion. For example, when I worked on Evoke Tattoo Studio’s space, it wasn’t just about creating a space for tattoos — it was about crafting an atmosphere that was both luxurious and welcoming, full of character.
It’s also a reminder to keep pushing myself to grow and innovate, as there’s always room to create something more meaningful.
As a successful business leader, which three character traits have been most crucial to your success? Can you share a story or example for each?
Sarah: For me, patience, perseverance, and creativity have been the most crucial traits. Patience is important because things take time to develop. An example of this is when we signed a lease for an office, and then COVID hit. We had to be patient and think carefully about how to grow sustainably, rather than rushing into anything. Perseverance is key, especially when faced with challenges. We’ve had to push through tough situations and volatile markets, always getting up and doing the work every day. And creativity — beyond just design — is essential for problem-solving. When we first started the business, we had to get creative about navigating difficult circumstances and approaching things in a new way.
Rebecca: I’d say curiosity, compassion, and creativity are what drive me. Curiosity has been a huge motivator; we’re always eager to learn and explore new possibilities. A good example is when we worked on a project that included elements we initially found uncomfortable. Instead of shying away, we leaned into it, asking why it made us uneasy, and turned that discomfort into something innovative. Compassion is another big one — it’s about understanding the needs of our team and clients, and making decisions that benefit everyone. Finally, creativity isn’t just about designing for our portfolio; it’s how we approach all aspects of the brand we are creating for, their needs, solving problems and thinking outside the box.
Can you describe a recent project you completed and what your specific contributions were?
Sarah: One of the most interesting projects we worked on was a boutique jewelry store. The clients didn’t just want to redesign their store; they had purchased a two-bedroom condo upstairs and wanted to turn it into something special for their top-tier clients. They leaned on us to create not only the space but also the experience — how the space would function and how it would best serve their clients.
It wasn’t just about designing a beautiful space, but considering how it would be used now and in the future. We had to think long-term about how this space would serve the business for years to come, for example, how it would function in 10, 15, or even 20 years. The space needed to evolve with the business, which has been around for over 80 years. We worked with a lot of local vendors, and we were very specific about sourcing from Chicago-based companies and makers to create custom cabinetry and unique pieces. It was a great opportunity to incorporate local talent while fulfilling the client’s vision.
How do you approach balancing aesthetics and functionality in your designs?
Sarah: For us, aesthetics and functionality go hand in hand. We can’t design a space that’s purely about looks without considering how it functions, and vice versa. Good design should meet your needs — it should fit the way you want to live, work, entertain, and serve your community. But it also has to be visually striking and align with the brand’s identity. From a sustainability perspective, you’re more likely to keep and take care of something you enjoy looking at. When people are drawn to a space, they’re more likely to maintain it and keep it part of their lives for a longer period.
Rebecca: Aesthetics serve a function — a fact which is often overlooked. Just because something looks beautiful doesn’t mean it doesn’t have a deeper purpose. For example, colors can be soothing and provide comfort, or a unique finish can make something easier to hold. Every design decision should have both form and function, even if it’s subtle.
What is your design philosophy when it comes to commercial spaces?
Sarah: For us, it’s all about creating a space that’s universally approachable without being generic. It’s crucial that the design is closely tied to the brand’s DNA. We don’t want to design a space based on trends or what’s popular on Instagram. The space should reflect the identity of the business rather than following fleeting trends, so it can stand the test of time.
Rebecca: It’s important that the space reflects the brand or company it’s designed for, not just our personal style. Whether it’s residential or commercial, we don’t want anyone to walk into a space and immediately say, “This was designed by Goesling Group.” We aim for the design to feel authentic to the client.
Sarah: It’s about future-proofing the design so it doesn’t just fit into our portfolio. I get frustrated when people refuse a project because it doesn’t match their portfolio style. We’re not in this business to develop a portfolio — we’re here to meet people’s needs and improve their lives. And good design genuinely makes lives better.
Where do you draw your inspiration for your designs?
Sarah: For me, much of my inspiration comes from seeing different people living in different cities and the history around the world. It’s like building a catalog of internal influences. Even something as simple as being at Trader Joe’s this morning, looking at seasonal citrus fruits — those beautiful colors immediately sparked inspiration. I believe inspiration is everywhere, as long as you’re open to it and pay attention.
Rebecca: Growing up in a creative environment, I draw a lot of influence from fine art, fashion, and automotive design — those are the big ones I return to regularly. While fine art and fashion influence me the most, I agree with Sarah that inspiration can come from any place or moment. It’s about staying open to it all, rather than setting aside specific time to look for inspiration.
What strategies do you use to ensure your designs meet the needs of the end-users?
Sarah: My strategy is to listen — both to what the client says and to what they don’t say. I try to understand the challenges they’re facing as much as their explicit needs. It requires in-depth, thorough conversations to dig into these nuances.
Rebecca: We also do a lot of research. Clients tell us about their current experiences and wants, but we also look at larger trends and how they might affect the client in the future. By considering different potential directions for their lives, we ensure that our designs will meet their evolving needs, not just their present ones.
How do you approach sustainability in your commercial projects?
Sarah: Many people want to start fresh with a clean slate, but we take the time to understand what can be salvaged. We ask ourselves if we can make the space more cost-effective and less wasteful by reusing elements that are already there. It’s a more creative process, requiring additional planning and thought, but it often results in a unique and remarkable outcome. Also, working with local vendors and sourcing materials nearby helps reduce the carbon footprint, and often leads to a more bespoke final product.
What are the five things you believe are essential for creating a highly successful career in commercial design?
Sarah and Rebecca:
1. We’re not interested in designing large, single-use offices. For us, success means creating boutique commercial spaces with history and personality. Our focus is on designing places where people gather, and that’s what drives our business. The success of a project comes from delivering something unique that fits the client’s vision.
2. Community has played a huge role in our success. Many of our projects come from word of mouth, as we’ve built strong, genuine relationships with our clients. These relationships often lead to more work, whether it’s designing their home or spaces where they work and collaborate. Our career success is deeply tied to the trust and connection we’ve built with our clients.
3. Even when designing multiple spaces for the same brand, each project is unique. For example, we’ve designed three co-working spaces for one client, each reflecting the distinct character of its environment. One might embrace the historical charm of an old building, while another is a modern construction, respecting the local heritage. The key is to create spaces that fit their specific communities, not just replicate a design style.
4. Curiosity is crucial in this field. Asking questions and genuinely seeking to understand the people you’re designing for, their business history, and the community is essential. This approach allows us to create spaces that truly meet the needs of those who will use them, instead of designing with preconceived ideas or assumptions. Understanding history and context is equally important — it matters whether you embrace or bulldoze the past, and respecting it adds depth to the design.
5. Sustainability goes beyond just using recycled materials. It’s about building with longevity in mind. We aim to design spaces that last, considering how they’ll be used in the long term. We focus on quality materials that reflect the client’s values and will withstand trends. Our goal is to create spaces that aren’t just built to last physically, but that also help reduce waste and don’t require redesigning every few years.
What role do you think commercial design plays in community building and social interaction?
Rebecca: More and more, we’re seeing commercial spaces evolve into havens where people can gather, connect, and build a sense of belonging. Whether it’s a co-working space, a tattoo studio, or a boutique shop, these environments become more than just functional — they reflect the personality of the community. For example, the personality of a tattoo studio often attracts a specific clientele, creating a home base where they feel seen and connected. The ethos of these spaces becomes a reflection of the business itself — who they are, what they do, and where they exist in the community. This dynamic fosters not only interaction but also a deeper sense of identity and connection within the community.
Given your influence, if you could inspire a movement to bring the best results and solutions to the greatest number of people, what would it be? You never know what impact your idea might have!
Rebecca: The first word that comes to mind is trust. It feels like people have lost so much faith in one another. If we could use our design work to help rebuild a sense of trust — both in each other and in the spaces we share — I would feel deeply accomplished.
Sarah: For me, the word that resonates is transparency. So much of the design industry has been cloaked in “smoke and mirrors,” driven by what looks good on social media. But the reality is often different when you look closer. I’d love to inspire a shift toward appreciating the real process — what it means to live, work, entertain, and exist in these spaces day-to-day.
By fostering transparency, we could highlight the makers, designers, and the weight of what goes into creating spaces that are meaningful and functional. When people understand the process and engage with it, I think they develop a much deeper appreciation for the industry and the artistry behind it. We’re both passionate about this work, and it’s exciting to imagine a movement where more people feel that same appreciation and connection.
How can our readers follow your work online?
Instagram: @goeslinggroup
Website: www.goeslinggroup.com
Pinterest: Goesling Group
Thank you for your time and excellent insights! We wish you continued success.
Sarah and Rebecca Goesling On Five Things You Need To Create A Highly Successful Career As A… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.