Thinking Like a Guest: Chele Mckee’s Secret to Inspired Brand Experiences

Photo Credit: Courtesy of Chele Mckee

Chele Mckee has spent her career mastering the art of seeing spaces through someone else’s eyes. As a designer focused on brand experience, her process starts with a simple but powerful idea: think like a guest.

Whether it’s a hunter gearing up at a Sitka store or a dog owner unwinding at the Sanctuary Beach Resort, Chele digs into what matters to them. This approach has turned her into a sought-after brand experience leader and creator of memorable, engaging spaces for brands across industries.

From Observation to Design: Chele’s Guest-First Approach

Chele’s method isn’t about guessing what people might like—instead, she goes straight to the source. She spends quality time in the space with the people who will use the product, observing their habits and understanding their needs.

Photo Credit: Courtesy of Chele Mckee

For example, when she took on her first project with the hunting brand Sitka, she wasn’t a hunter herself. Instead of relying on assumptions, she traveled to Bozeman, Montana, and immersed herself in the lives of the brand’s team and customers. She visited their hunting garages and watched how they handled everything from waders to sewing machines.

By seeing the space as they did, she learned that hunters store wet waders upside down to let water drip out. That seemingly small detail significantly influenced the store design, making it practical and familiar to customers.

This knack for stepping into the guest’s shoes sets Chele apart in the design world. Her spaces invite people in, encourage them to linger, and leave them feeling immersed and connected to the brand. That connection is what boosts engagement and creates loyal customers for years to come.

Designing Spaces That Feel Personal

Thinking like a guest lets Chele design spaces that hit home emotionally. She believes that if a place resonates with someone, they’ll engage with it more deeply.

The Sitka stores are a perfect example. Hunters, who aren’t typically big shoppers, would line up, sometimes hundreds deep, before an opening. This is why Chele made the stores feel like hangout spots, not just sales floors. With a beer fridge and gear displayed the way hunters use it at home, the space became a natural extension of their world. That personal touch turned a shopping trip into something they looked forward to, building loyalty to the brand.

Photo Credit: Courtesy of Chele Mckee

The Sanctuary Beach Resort offers another example. Chele noticed the property’s remote location and its dog-friendly policy, then ran with it. She watched how dog owners lit up when their pets were happy and decided to lean into that.

The Dog Stick Library, which is a simple setup where dogs could grab sticks for the beach, became a surprise hit, even landing on Good Morning America. This one element made the stay personal for guests, tying them to the resort in a way basic amenities couldn’t. By focusing on what canines and their human companions actually wanted, she turned a quiet getaway into a memorable escape.

Bringing It All Together

Chele Mckee’s success comes down to her ability to maintain this guest-centered perspective throughout the design process. Each project starts with her asking: What does the guest see, feel, and need? From there, she layers in her clean, modern style and a sharp eye for detail, creating spaces and experiences that feel both innovative and deeply familiar to their intended audience.

Whatever comes next for Chele, one thing is clear: She will keep thinking like a guest, ensuring every space she touches feels personal, purposeful, and just a little bit magical.

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