As Balsam Hill’s Product Development Manager, Joana Khatib oversees the design of most seasonal home décor and greenery products. Watch the creative process Joana and her team go through in order to come up with striking designs for your holiday home. Find out the journey your favorite decorations make from the drawing board to the real thing.

Bringing ideas to life

Joana keeps a close eye on designs every step of the way. Her team begins gathering ideas and images based on a list of new products to introduce or best-selling products to expand. Collage mood boards are created to present and narrow down big ideas into themes and categories.

Each theme is then broken down into materials and textures to come up with a final mood board and color palettes using a European glass color system and Pantone swatches.

The mood and color boards are used by industrial designers and sketch artists to create the final designs. These are sent to designated vendors alongside technical specifications describing the product material, color, and size to produce samples and prototypes.

Throughout the process, Joana finds the most thrill in holding the final product in her hands after months, sometimes years, of hard work. “I want to make products that will bring people together and make them happy,” she shares. “It excites me when I see people getting excited about them.”

A peek into her passion

Joana shares that she finds inspiration in her daily life. From magazine pages to décor, fashion, jewelry, and trend sites, from her travels to flea markets she visits, and even her kids’ school projects, “I look for inspiration everywhere all the time,” she says.

For Balsam Hill products, Joana goes for classic and current ideas, mixing in whimsical and family-friendly touches. “I love simple iconic and geometric shapes, but I also tend to add intricate details, textures, and some fun elements to my designs,” she adds.

Joana Khatib's Designs

She brings her aesthetic to Christmas decorations like Capiz Snowflake Lighted Tree TopperHoliday Snowflake LuminariesLuxe Embroidered Velvet Tree SkirtElizabeth Beaded Tree Skirt, and Feather Christmas Tree. “But I confess to having a big passion for Halloween!” she says. “I love the elegance and timelessness of the Mantel spiderweb and these fun Corn Hole Game and Vintage Candy Bowls.”

For Joana, designing seasonal home decor collections is similar to decorating for holidays: It is about putting together all the details and elements to bring the team’s vision to reality.

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