Emerging Leader Questionnaire 2022


Name: Sofi Ashraf
Company: Payette
Concentration: K-12 and Higher Ed Design
College/University: University of North Texas
Year(s) of Graduation: 2013

What is your strongest personal quality?: Courage
What is your strongest professional skillset?: Analytic and planning

Why did you choose to become an Interior Designer?: I want to help people be in an environment that they can love and enjoy for many years.
How would you describe your personal design style?: Functional, engaging and honest.

What three things do you most geek out on?: National Parks, clever branding and Dim Sum.
What are you looking forward to as an IIDA Emerging Leader?: I am hoping to connect with other designers in the city and continue to grow as a person.

What has been your go-to for de-stressing this year?: Cooking a nice meal. From grocery planning, fridge surfing ingredients to stirring up the pan with aromatics - it helps me to remember to have fun and get in a better mood.
What advice do you have for designer students graduating?: See as much as you can of anything from everywhere and stay curious always.

What is your favorite annual IIDA event?: I am excited for the Fashion Show and the Design Awards to see amazing designers and what they have accomplished!
How would you explain the difference between a professional Interior Designer vs Interior Decorator to a stranger?: Interior decorators are a great choice if you want to freshen up your space or do a completely new look. If you are planning a complete renovation that changes the layout and structure of your space, an interior designer is a good advisor in this case and will have the necessary skills such as space planning, making sure the area meets building codes, and coordinate with various disciplines and architects.