The Grit Behind the Green: Where Passion Meets Pavement

In this episode of Business Owners Tell All: What It Takes Jamie sits down with Daniel Woodroffe, the visionary behind dwg., a landscape architecture firm based in Austin, Texas (and now London) that's on a mission to reshape urban environments through art, ecology, and purpose-driven design.

Daniel shares his journey from growing up in England to launching a globally respected firm that transforms overlooked and often toxic urban sites into vibrant, biodiverse public spaces. He opens up about the challenges of leading a creative business, the battles fought to get meaningful projects like Springdale Green off the ground, and why landscape is never just the leftover space between buildings.

This is a conversation for anyone who’s ever tried to do work that matters, especially when it means pushing back against the status quo.

📝 EPISODE NOTES & TAKEAWAYS

🌿 On the vision behind dwg.:

“I didn’t just want to make beautiful spaces. I wanted to make spaces that give back—spaces that heal.”

• Daniel launched dwg. with the goal of creating landscapes that are functional, resilient, and inspiring—not just decorative.
• His firm specializes in “performative landscapes”—spaces that actively restore ecosystems and foster human connection.

🛠️ On building bold projects like Springdale Green:

“We took a brownfield that no one wanted and turned it into a living, breathing campus full of life and diversity.”

• The transformation of Springdale Green is a powerful case study in how design can address environmental damage and bring communities together.
• Daniel explains how ecological restoration, art, and infrastructure must work in harmony to achieve meaningful change.

🧠 On creativity + business:

“Running a design firm means holding the vision and the budget at the same time—and not letting either drop.”

• He talks about the balancing act of being both an artist and a business owner, especially in a field that’s often undervalued.
• Hiring, mentorship, and firm culture are just as important to the work as the drawings and designs.

🌍 On global perspective:

“Working in London and Austin has shown me that cities may look different, but people want the same thing: places that feel alive.”

• His international experience gives him a unique lens on urban placemaking and what it takes to get bold ideas approved and built across different systems.

💬 Signature Question – What It Takes to Be a Business Owner:

“No one tells you how personal it gets. You’re not just building a business—you’re building a belief system, a culture, a place people trust.”

• Daniel closes with heartfelt insight into the emotional and mental resilience required to run a values-driven company.
• He emphasizes consistency, courage, and staying deeply connected to your why—especially when the stakes are high.

📌 Memorable Quotes

• “Landscape is not an afterthought—it’s the first line of impact, the first opportunity for change.”
• “If you want to create something beautiful, expect resistance. Beauty—real, meaningful beauty—takes work.”
• “The city is our canvas, but nature is our collaborator.”
• “There’s a grit behind every green space. It’s invisible to most people—but it’s everything.”