Our Approach

A key differentiator is our strategic property positioning plan.  We approach every project with a blank slate, without predetermined possibilities.  Each phase of the process is part of a larger, well-thought out and executed plan.  We know a lot of factors keep our clients coming back, but ultimately, they return for the returns.


Market Analysis

We anticipate what’s next to reduce investment risk and plan for future consumer needs by digging deeper to define the local and targeted market. With our “boots on the ground” mentality, we are able to think like a local anywhere.


Know Your “Who”

An acute understanding of your targeted market is key to innovation and anticipating consumer attitudes. It’s not an age, it’s a mindset that inspires people to connect with your brand in which they envision their best selves.


The Private Label

Cultivate creativity while expertly balancing functionality and financial responsibility. The property positioning plan starts with the client’s vision and aspirations and ends with a detailed plan that helps visualize the competitive advantage.


The Space

Aesthetically persuasive and strategically executed, environments that are designed to spark real emotional connections cultivate an innate higher value. It’s never a risk to show some personality; it’s a definite risk not to.


Vision to Reality

With extensive knowledge of the project lifecycle, from inception to completion, we advise every step of the way. Committed to consistently exceeding expectations, our design team focuses on delivering every detail impeccably.

The most financially successful investments we’ve been involved in are at the forefront of the design/innovation life cycle. The first adopters attain market advantage early and hold on to that financial separation until the late adopters fall in line. We don’t just anticipate the future, we design it.

Meet the Team

Private Label is a San Francisco and Phoenix-based interior design group which is comprised of a select, forward-thinking roster of Architects, Landscape Designers, Furniture & Product Designers, Graphic Designers, Chefs hand-selected based on the project.  This unique business model leverages the best talent world-wide, providing our clients with a razor-sharp competitive advantage, all led by our executive team from start to finish.

Christina Johnson

Creative Director

Christina is a multifaceted designer who creatively infuses spaces with captivating personality while balancing the functional and financial needs of a project. Her background in creative writing, performing arts, art history and community building allows her to create a dialogue between conception and reality, while consistently staying in touch with current markets. She maintains an active presence throughout the entire project providing invaluable design expertise.

Robbyn Gabby

Director of Fullfilment

Successful design solutions require the delicate balance between right-brained and left-brained thinking. Robbyn expertly guides projects from vision to reality ensuring that every subtle detail is impeccably delivered. She is a respected and experienced project manager with extensive knowledge of the project lifecycle. She is responsive and collaborative as she seamlessly coordinates project phases—the go-to person as the final details come together on site.

Wendi Stallings


Wendi understands the power of design to impact business success. She has developed long-term collaborative relationships with national and international developers, business leaders and key project stakeholders. These Private Label clients value her strategic leadership, her insight into the heart of consumer preferences and target market demands, and her ability to create and position properties to stand out in the marketplace.

Character is King
Execution is Key

When creating an innovative design, the most financially significant contribution happens behind the scenes in the intersection between the reality and aspiration.

Connect With Us

Let’s make something together.