Dallas Architecture Studio ‘Bakes’ Marketing Into Physical Design » Dallas Innovates

With social media deeply entrenched in our lives, it’s hard to believe that there was a time before there was.

It is a constant lifeline in the world around us. For businesses, it’s a must-have in terms of marketing exposure.

In 2009, Dallasite Shama Hyder founded Marketing Zen Group as one of the first digital social media agencies in the world. Many people doubted it and rejected social media as a passing trend.

These days she is feeling a bit déjà vu.


Her most recent project, MADE (Marketing, Architecture, Development and Education) works at the intersection of marketing, technology and the physical environment. The architecture firm has been in “stealth mode” since its inception in January, but Hyder said it was ready for its public debut.

As she describes it, what Marketing Zen does for customers in the digital space, MADE will approach it in the physical space. Hyder said her clients were increasingly asking the creative minds on their team about their physical spaces, which was the preface for MADE.

“I find it interesting to enable this innovative what’s next in digital space to be able to bring this lens into physical space now.”
Shama Hyder

“In a way, it feels a lot like Zen when we started educating people – some get it, some are really trying to figure this world out,” said Hyder. “I find it interesting to enable this innovative what’s next in digital space to be able to bring this lens into physical space now.”

Hyder handles all of the marketing, while MADE co-founder Jared Skinner, who worked at Corgan and Good Fulton & Farrell, is the lead designer.

As with Marketing Zen, which Hyder converted from a personal investment of $ 1,500 to a company with average annual growth of 400 percent, MADE did not accept venture capital. Hyder and Skinner self-financed the architecture firm and keep the property for 50-50.

As a sister company to Marketing Zen, Hyder said MADE used resources from their social media agency. Depending on what justifies the project, contractors from different areas are brought in. MADE plans to expand its team by six to ten employees by the end of 2018.


MADE’s approach can be holistic if the customer needs it. Not only do we offer marketing and design expertise, we also oversee construction.

After all, you can’t just add in good marketing as an afterthought, said Hyder.

“It’s not the frosting, it’s baked into the cake,” she said. “This also applies to the design.”

Whether it’s a corporate office, retail space, or exhibition booth, visitors should be able to experience the brand through a stroll.

“The scent, the touch, the smell – anything your senses do in this room strengthens your brand,” Skinner said.

These inclusive environments are what customers have been expecting, especially in retail, and millennials want them in the workspace.

“The scent, the touch, the smell – everything your senses do in this room strengthens your brand.”
Jared Skinner

An example of Skinner is Nordstrom’s new California store, which does not have any goods to buy locally. Instead, customers let personal shoppers control their shopping and have a beer or pedicure while waiting for their clothes to be delivered.

“Customers want this experience. You want these Instagrammable rooms, these Snapchat rooms. The things they want to tell their friends about, ”Skinner said.

MADE CLIENTS range from Fortune 500 to small businesses

To date, Hyder and Skinner have worked for a wide variety of companies, from Fortune 500 companies to independent small business owners. The projects ranged from local developers to collaborations with McKinsey & Co. in the Middle East.

Much of their work is confidential as they focus on clients who want to stray from the conventional.

“They work with us because they’re not your average bear.”
Shama Hyder

“They work with us because they’re not your average bear,” said Hyder. “You have some pretty cool ideas and you want to think outside the box.

But hold on, said Skinner. Soon he expects the MADE website and social channels to be lit up with information about upcoming projects.

“I think we are at such an exciting time right now,” said Hyder. “I want to be part of this motion-free design, give free rein to creativity and offer customers a more holistic, turnkey service based on the demands of the market.”

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