Jennifer Reynolds

CEO, Founder

Ideation Design Group

36 years in the industry

What initially inspired you to pursue a career in architecture, and who or what influenced you most along the way?

I initially entered Iowa State’s College of Design as a graphic design student, but along the way I discovered a deep appreciation for interior design. The instructors I had during that time played a pivotal role and they encouraged exploration, which helped me recognize my strengths and guided me as I found my path within the design disciplines. Their mentorship was instrumental in shaping the career I’ve pursued ever since.

Can you share a project you’re especially proud of and explain what made it meaningful—either professionally or personally?

I’m especially proud of all of the projects I’ve worked on with Sammy Hagar. They’ve been meaningful not only because of their scope, but because they led to an incredibly diverse range of work—from casinos and hotels to restaurants and airports. Over the years, we’ve also had the opportunity to evolve the brand, which made the work both creatively fulfilling and professionally rewarding. Collaborating with someone who is genuinely a good person made the experience even more impactful.

How do you see diversity and inclusion influencing better design outcomes in architecture today?

Diversity and inclusion lead to better design outcomes when we are mindful and conscious of the perspectives being brought to the table. When teams intentionally consider different backgrounds, experiences, and viewpoints, the design process becomes more thoughtful and responsive. That awareness results in solutions that are more inclusive, functional, and reflective of the people and communities they serve.

Have you had mentors or advocates who played a key role in your career growth, and how important is mentorship for women entering the field now?

Yes—my former boss played an important mentorship role by consistently challenging my thinking, which pushed me to work harder and grow professionally. That kind of mentorship helped me sharpen my skills and build confidence. I’ve also been fortunate to work with strong women clients who have empowered and inspired me, including Ruth Crowley and Atousa Ghoreichi at Avolta. Watching them lead and make waves in the industry has reinforced how vital mentorship and advocacy are for women entering the field today—it shows what’s possible and encourages the next generation to aim higher.

How do you balance creativity with the technical, regulatory, and business demands of architecture?

It’s very much a juggling act. You have to clearly understand your core proposition, and once that’s established, the solution can evolve organically. By blending creativity with technical requirements, regulations, and business considerations, all aspects of the project inform one another. Keeping the focus on integrating those elements is what ultimately leads to the strongest and most creative solutions.

What changes have you seen for women in architecture over the course of your career, and where do you think progress is still needed?

Early in my career, architecture often felt like a “good old boys club,” and there were times when I was mistaken for a secretary when showing up to a job site. While those moments were frustrating, they also highlighted how far the industry has come. Today, there’s greater visibility, respect, and opportunity for women in design and architecture. Continued advocacy and allyship are essential to creating a more inclusive profession.

How do you see the conversation on sustainability going in our industry?

The conversation around sustainability is evolving, but it can be challenging in today’s climate. Many clients find it difficult to justify the added upfront costs associated with formal sustainability programs, and the current political landscape doesn’t always encourage those investments. That said, sustainability is often being addressed in more integrated ways—many of the materials and systems selected today are inherently sustainable. As an industry, continuing to embed sustainable thinking into everyday design decisions is key to making meaningful progress.

What has been the most fulfilling moment of your career so far, and how did it shape your professional journey?

One of the most fulfilling moments of my career was being able to buy out my business partner last year. It was a defining achievement that represented years of hard work, perseverance, and belief in my vision. That experience reinforced my confidence as a leader and shaped the next chapter of my professional journey, allowing me to move forward with greater clarity, independence, and purpose.

What advice would you give to young women or girls who are considering a career in architecture or the broader AEC industry?

My advice would be to understand that this career is ultimately a customer service business. Success comes from listening to clients, working within budgets, and balancing expectations with reality. There are many important lessons you’ll learn on the job that aren’t taught in school, and being open to that learning curve is essential. Stay curious, be adaptable, and don’t be discouraged—those real-world experiences are what truly shape your growth and confidence in the profession.

During International Women’s Month, what does recognition like this mean to you, and how can the industry continue to better support and elevate women’s voices year-round?

Recognition during International Women’s Month is meaningful because it acknowledges not just individual achievements, but the collective progress women continue to make in the industry. It’s affirming to have experiences and contributions seen and valued. To truly support and elevate women year-round, the industry needs to continue fostering mentorship, amplifying women’s voices in leadership and decision-making roles, and creating opportunities where women are empowered to lead, be heard, and shape the future of the profession.