Within Design
Within Design is a San Diego-based, privately held interior design and merchandising firm founded in 2012 that provides model home, commercial space, and custom residential design services to enterprise homebuilders and developers — including Taylor Morrison, Beazer, Landsea, Irvine Company, and Tri Pointe — across Southern California.
- Company typePrivate
- Founded2012
- HeadquartersSan Diego, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Within Design does
Within Design is a privately held, full-service interior design and merchandising firm founded in 2012 and headquartered at 11409 W. Bernardo Court in San Diego, California. The firm employs 11-50 staff and operates primarily in the Southern California market, delivering creative visioning, lifestyle interior design, project management, and logistics for three core product lines: model home communities, commercial spaces (sales offices, recreation centers, co-working areas, design studios), and bespoke custom residential projects. Its client base consists exclusively of enterprise homebuilders and real estate developers — including Taylor Morrison, Beazer, Landsea Homes, Irvine Company, Tri Pointe Homes, CalWest, Intracorp Homes, Colrich Communities, Cresleigh Homes, Anthem Properties, The New Home Company, and Denova — for whom it designs spaces intended to accelerate home sales, strengthen brand identity, and maximize community occupancy.
The business is organized as a professional services firm led by Principal Jenny Bodem, with a senior team that includes a VP of Purchasing, senior designers, and accessory/art specialists. Revenue is generated through custom-quoted design fees tied to project scope; no public pricing, recurring subscription, or productized offering is disclosed. The firm carries no patents, proprietary technology platform, or AI/ML capabilities — its underlying capability is human design talent supported by expertise in architectural disciplines, full-finish specifications, and construction methods. Go-to-market is direct enterprise sales, with a regional Southern California focus, supplemented by organic social (Instagram), an email newsletter, and earned media in trade publications.
The firm markets itself as a minority women-owned business and emphasizes a partner-style working model with clients, consultants, and vendors. The portfolio of named projects (Aero, Brio, Eclipse, The Shores, Waypointe, Carmel, Encinitas Enclave, Lux, Magnolia Station, Avelina, Docente, Via Monte, Haddington Rec Center, Miren Sales Office, California West Design Studio, Pacific Highlands Rec Center) serves as the primary marketing asset. The company has no disclosed subsidiaries, no parent organization, no institutional funding, and no M&A activity, and operates from a single San Diego office.
Within Design firmographics
Firmographics- Name
- Within Design
- Legal name
- Within Design
- Website
- https://with-indesign.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Within Design is a San Diego-based, privately held interior design and merchandising firm founded in 2012 that provides model home, commercial space, and custom residential design services to enterprise homebuilders and developers — including Taylor Morrison, Beazer, Landsea, Irvine Company, and Tri Pointe — across Southern California.
- Ownership category
- akta.pro rank
Within Design industry classification
Industry- Product category
- Interior Design Services
- NAICS
- Interior Design Services (54141)
- akta.pro primary industry
- Interior Design Services (BPAHAKAB)
- akta.pro secondary industries
- Residential Interior Fit-Out (Multi-Family & High-End) (IMAFANAE), Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI)
Keywords
Where Within Design is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Within Design business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Interior Design and Merchandising Services: Award-winning interior design and merchandising services for model homes, commercial spaces and multi-family communities. Services range from creative visioning and lifestyle interior design to project management and logistics. Revenue is generated through professional design fees for custom projects.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Within Design product offering
Product offeringCore offering
Within Design is a full-service interior design and merchandising firm that designs model homes, commercial spaces, and custom residences for homebuilders, developers, and commercial property owners. Services span creative visioning, lifestyle interior design, full-finish specifications, project management, and logistics, delivering complete design packages from concept through completion.
Product overview
Within Design is an award-winning, full-service interior design firm based in San Diego, California. The company offers a unified suite of interior design and merchandising services spanning model homes, commercial spaces, and custom residential properties. Their core service offering includes creative visioning, lifestyle interior design, project management, and logistics. The portfolio comprises numerous named projects including model home communities (Aero, Brio, Eclipse, The Shores, Waypointe, Carmel, Encinitas Enclave, Lux, Magnolia Station, Avelina, Docente), custom homes (Via Monte), and commercial spaces (Haddington Rec Center, Miren Sales Office, Docente Sales Office, The Isle Sales Office, Almeria Sales Office, California West Design Studio, Pacific Highlands Rec Center). The company operates primarily in the San Diego, California region serving homebuilders and developers.
Differentiator
Problem solved
Functional benefit
Products and services
- Interior Design and Merchandising Services Full-service interior design and merchandising offering for model homes, commercial spaces, and multi-family communities, including creative visioning, lifestyle design, project management, and logistics.
- Model Home Interior Design
- Commercial Spaces Design
- Custom Homes Design
Quantifiable outcome
- Award-winning services recognized by industry publications and clients
Companies that use Within Design
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles3 records
Within Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Within Design partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Intracorp HomescoreOngoing client relationship for model homes and sales offices design. Client has returned to Within Design multiple times citing passion for the industry, eye for design, and ability to help reach goals.
- Taylor MorrisoncoreMajor homebuilder client for model homes interior design and merchandising.
- BeazercoreNational homebuilder client for interior design services on model homes.
- Landsea HomescoreHomebuilder client featured in April 2024 video content with Landsea Homes.
- Irvine CompanycoreMajor residential developer client for multi-family community interior design.
- Tri Pointe HomescoreHomebuilder client for residential model homes design.
- CalWestcoreRegional homebuilder partner for multiple model homes and commercial projects including California West Design Studio.
- Colrich CommunitiesminorRegional developer client for multi-family community projects.
- Cresleigh HomesminorRegional homebuilder for residential model homes.
- Anthem PropertiesminorProperty developer client for residential community design.
- New Home CompanyminorHomebuilder client for Waypointe model homes project.
- DenovaminorHomebuilding company client for residential design projects.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Within Design competitors and assessment
Company assessmentBroad incumbents
- Gensler: Global architecture and design firm with a large interior design practice spanning commercial, residential, hospitality, and mixed-use sectors. Comparable to Within Design as a broad-scope design services provider, though Gensler operates at vastly greater scale and across geographies.
- HOK: Global design, architecture, and engineering firm with interior design services across workplace, commercial, healthcare, and residential. Comparable to Within Design as a large multi-sector design firm, though operating at much greater scale and with broader geographic reach.
- Perkins&Will: International architecture and design firm with a strong interior design practice across commercial, residential, healthcare, and education. Comparable to Within Design as a multi-sector design services provider, though much larger and globally distributed.
- CannonDesign: Architecture and design firm offering interior design services across multiple sectors including commercial, residential, healthcare, and education. Comparable to Within Design as a multi-sector design firm, though at significantly larger scale.
- Stantec: Global engineering, architecture, and design firm with an interior design practice serving commercial, residential, and institutional clients. Comparable to Within Design as a design services provider, though vastly larger and more diversified across engineering and architecture.
- NBBJ: Architecture and design firm providing interior design services for commercial, healthcare, and residential clients. Comparable to Within Design in offering interior design across multiple building types, though at much greater scale and geographic reach.
Direct peers
- Marmol Radziner: Architecture and interior design firm with a luxury residential and boutique commercial practice based in Los Angeles. Comparable to Within Design in delivering high-end custom residential and select commercial interior design, with overlapping West Coast clientele and similar project scale.
- BAMO: High-end interior design firm serving residential and hospitality clients with custom design and merchandising. Comparable to Within Design in offering premium custom residential and commercial interior design with strong craft orientation.
- Workstead: Interior design and architecture studio serving residential and hospitality sectors with bespoke design services. Comparable to Within Design in offering customized interior design for residential and select commercial clients with similar firm scale.
- AvroKO: Design firm specializing in hospitality and residential interiors with a strong merchandising and storytelling orientation. Comparable to Within Design in offering interior design and merchandising that integrates branding, lifestyle visioning, and high-finish specification across project types.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights6 records
Customer concentration
Within Design social profiles
Digital presenceWithin Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Within Design leadership team
Management profileNumber of profiles
Profiles5 records
Within Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Within Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Within Design
What does Within Design do?
Within Design is a full-service interior design and merchandising firm that designs model homes, commercial spaces, and custom residences for homebuilders, developers, and commercial property owners. Services span creative visioning, lifestyle interior design, full-finish specifications, project management, and logistics, delivering complete design packages from concept through completion.
Is Within Design a public or private company?
Within Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Within Design founded?
Within Design was founded in 2012. It employs 11 to 50 people.
Where is Within Design based?
Within Design is headquartered in San Diego, United States, in the North America region.
How does Within Design make money?
One revenue line is on record: interior Design and Merchandising Services.
Who are Within Design's main competitors?
Broad incumbents on record are Gensler, HOK, Perkins&Will, CannonDesign, Stantec and NBBJ. Direct peers are Marmol Radziner, BAMO, Workstead and AvroKO.
Does Within Design have an API?
No public API is recorded for Within Design.
What industry is Within Design in?
Within Design's product category is Interior Design Services. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services, with a secondary code of IMAFANAE, Residential Interior Fit-Out (Multi-Family & High-End). Its NAICS code is 54141.