Reflecting on GF’s 50th anniversary offers a profound opportunity to appreciate the firm’s journey as a multidisciplinary leader in architecture, engineering, interior design, land development, planning, and landscape architecture. The core values of collaboration, vision, and humility have been integral to GF’s success, built on a foundation of teamwork and client-focused service. As we look back on the milestones and achievements, it becomes clear that GF’s approach, rooted in cross-disciplinary expertise, has been the key to delivering lasting and meaningful environments.
For GF, every project is more than just a structure—it’s a complex ecosystem that involves the seamless integration of high-quality services that we offer. The firm’s ability to bring these disciplines together enables us to solve intricate design challenges and deliver comprehensive solutions that benefit not only the client but the broader community. Each achievement is shaped by the input of clients, the dedication of teams, and the precision of processes, reflecting GF’s commitment to partnership and excellence.
With a diverse portfolio that spans industries and markets around the globe, GF’s journey over the past five decades is a testament to its adaptability and resilience. The firm’s projects, ranging in sectors from retail to multi-family to education and healthcare, have brought transformative visions to life. These developments not only meet the needs of their users but also contribute to the growth and enrichment of communities.
Looking forward, GF’s next chapter is built on the strong foundation laid over the past 50 years. By mentoring and elevating emerging leaders, GF ensures that its legacy of innovation, market leadership, and growth will continue. The firm’s ability to evolve with changing times reflects a deep understanding of the built environment and the needs of future generations. As GF celebrates this anniversary, it also celebrates its enduring partnerships with clients and collaborators. The themes of humility, service, and teamwork that have defined GF will continue to shape its legacy, ensuring it remains a dynamic force in shaping the world for many decades to come.
KEITH JOHNSTON Chief Executive Officer - President
OUR HISTORY
In
1974, Martin Greenberg started Greenberg Associates in Atlanta with a commitment
to quality design and great service
A year later, Larry Farrow joined him, and together they set up their first office on Piedmont Road, laying the foundation for what would become GF. Their early years were filled with long hours, new relationships, and a shared vision that put people at the center of every project.
The first big turning point came in 1979 when JC Penney connected GF to a young home improvement retailer, The
Home Depot. Designing those first stores wasn’t just a project; it was the start of a partnership that fueled both companies’ growth. By the early 1980s, the firm had already expanded to meet new demands, adding Electrical Engineering and rebranding as Greenberg Farrow Architecture. With every new hire and milestone, GF’s collaborative culture took shape.
In the 1990s, the firm continued to expand by opening offices in Chicago and Dallas and broadening its service offerings with the addition of civil engineering, IT, and developmental services. By the late ’90s, GF had completed over 1,000 Home Depot stores and opened an office in New York City. It also became an employee-owned firm, marking a deeper level of commitment
The addition of development services marked a key moment in GF’s growth as we worked to provide our clients with a comprehensive range of capabilities.
- Essie Ghadrdan Former CEO (1999-2020)
and shared purpose. As Essie Ghadrdan, who became CEO in 1999, noted, “The addition of development services marked a key moment in GF’s growth as we worked to provide our clients with a comprehensive range of capabilities.”
The late 2000s and early 2010s were marked by both achievements and challenges. The 2008 financial crisis tested the firm’s resilience, as did the 2020 COVID-19 pandemic. Keith Johnston, who became CEO in 2020, reflected, “The milestones that stand out most to me weren’t just successes—they were also some of our biggest challenges: losing
nearly half our revenue when we lost our only client at the time, Home Depot; navigating the 2008 financial crisis; and, most recently, the COVID pandemic. Each of these brought resilience out of our team, and each time, our firm grew stronger and reached new heights.”
Throughout these years, GF expanded its expertise in engineering and design, highlighted by the acquisition of Barry Levin & Associates in 2016, which added structural engineering to the mix.
In recent years, the acquisitions of SGA|NW and DBI have brought fresh energy and
new capabilities, expanding GF’s reach into new sectors. Reflecting on this growth, Keith shared, “Bringing everyone together under the same name fulfills our mission to unite us as a company, both internally and externally. We can keep offering the local expertise our clients rely on, while now also providing the full range of services and market knowledge that have become our
hallmark over the past 50 years.”
From a small office on Piedmont Road to a firm with locations around the world, GF has grown, adapted, and stayed focused on what matters: relationships, service, and resilience. Today, as GF celebrates its 50th anniversary, the firm looks to the future with the same values that started it all—honoring the journey while embracing what’s next.
As part of the BLA-GF acquisition in 2016 and having worked as an outside structural consultant for GF since 1994, it has been exciting to see and be a part of the growth of GF into a full-service A/E firm with all engineering disciplines represented in-house and in multiple offices around the country and world.
- Mike Haas Managing Director-Structural Engineering
Martin Greenberg establishes Greenberg Associates in Atlanta.
Larry Farrow joins the firm.
AutoCAD is released by Autodesk, revolutionizing the drafting process.
Larry Farrow becomes a partner.
Greenberg Associates rebrands to Greenberg Farrow Associates.
Lenox Square major mall addition completed; leads to new client work nationwide.
Greenberg Associates begins working with The Home Depot, following a recommendation from J.C. Penney to the founders of a new start-up home improvement retailer.
The Los Angeles office opens, employing 10 people.
Greenberg Farrow Associates grows to 23 employees.
The Electrical Engineering department is established.
The Atlanta office moves to Peachtree Road.
The third office opens in New Jersey in conjunction with The Home Depot’s northeast expansion.
Firm is renamed Greenberg Farrow Architecture Incorporated.
Mike Haas joins the firm (under Barry Levin & Associates). 1992
The Civil Engineering department is established.
The Chicago office opens.
The IT department is established.
Greenberg Farrow Architecture celebrates its 20th anniversary and unveils a new corporate logo.
IKEA becomes a client.
Johnston joins the firm.
Over 1,000 Home Depot projects are completed.
is appointed CEO.
1997 1998 1999
The New York office opens. The Dallas, TX office opens.
Greenberg Farrow Architecture becomes an employee-owned firm with the establishment of an ESOP.
Essie Ghadrdan
Keith
Walmart becomes a client.
becomes a client.
Land Development department is established.
Dawn Schaffran joins the firm. 2000
Starbucks becomes a client.
Acadia Realty Trust becomes a client.
Meijer
The firm begins work with Texas Roadhouse.
Greenberg Farrow Architecture is rebranded to GreenbergFarrow.
The firm begins working with Whole Foods Market.
Circle K becomes a client.
Murphy Oil U.S.A. becomes a client.
Rodney Abney joins the firm.
GreenbergFarrow starts work with Panera Bread.
GreenbergFarrow works with TRH to open their first international location in Dubai Mall UAE.
The Mexico City office opens.
The Shanghai office opens. UAL becomes a client.
Scott Loikits and Ali Yadegari join the firm.
L Brands becomes a client.
The Columbus office opens.
Levi’s becomes a client.
2014
Landscape and Planning Department is established.
GreenbergFarrow starts developing projects in Revit.
Laura Helminski joins the firm (under SGA|NW).
2015
2016
Asset Management services are added.
H&M becomes a client.
Barry Levin & Associates joins GreenbergFarrow and the firm begins offering Structural Engineering services.
honeygrow opens its first location in Chicago, IL.
GreenbergFarrow is rebranded.
2017
GreenbergFarrow joins Instagram.
GreenbergFarrow starts using BIM360.
Valvoline becomes a client.
2018
A new organizational structure is established, appointing:
• Essie Ghadrdan as President and CEO
• Keith Johnston as COO
• Rodney Abney as CFO
Grocery Outlet becomes a client.
Johnston is appointed CEO.
The first GreenbergFarrow Wegmans project opens.
GreenbergFarrow is rebranded to GF.
Keith
Texas Roadhouse remodel in Dubai opens.
GF acquires SGA|NW.
GF receives the Atlanta Business Chronicle’s Deal of the Year Award for the SGA|NW Acquisition.
Kelly
joins the firm.
Hosack
Chicago Office Moves to a new location.
David Algina joins the firm.
GF acquires DBI.
SGA|NW is rebranded to GF.
2023 2024
GF opens offices in Orlando and Singapore.
The majority of Revit projects are now hosted in Autodesk Construction Cloud (formerly known as BIM360).
Irvine office moves to Newport Beach.
PROJECT SPOTLIGHT
SPOTLIGHT
MUSC Concierge and Primary Care
Plush Mill
Yuxin Towers
Bridgemarket
Marlin Quay Marina
Bed Bath & Beyond
Bath & Body Works
Whole Foods Market
YMCA
The Home Depot
815 Sydney Marcus
1120 St. John’s Place
Target
Starbucks
CTE Innovation Center
The Regent
Riverdale Crossing
Swig & Swine
Restore at Carolina Park
BUILT TO VOICES OF
EXPERIENCE
TO LAST EXPERIENCE
Keith Johnston
Tenure: 28 years
Fondest Memory: My fondest memory at GF is actually my initial interview. It was Friday at 5 p.m., and when I arrived, I learned that no one knew about the interview, and the HR manager wasn’t even there. As I was about to leave, a manager named Essie Ghadrdan approached me. We talked for nearly an hour, and soon after, I received an offer. Essie, who would become CEO, became a mentor and a huge influence on my career.
How GF Has Changed: GF transformed over the years, especially with milestones like shifting to an Employee Stock Ownership Plan (ESOP) and navigating challenges like losing Home Depot as a major client, the 2008 financial crisis, and COVID. Through these challenges, GF grew stronger and more resilient, a testament to the commitment of the long-term team members.
Most Memorable Project: “Project Vision” was my most memorable project, guiding GF’s strategic direction during the pandemic. With Rod Abney, we crafted strategies that led to record growth and success. Four years later, I’m proud that our team has fully realized the vision we outlined, and I look forward to what comes next.
Rodney
Abney
Tenure: 17 years
Fondest Memory: My fondest memory is 2020—one of the hardest years. We went from discussing whether to even email staff about COVID to navigating a world turned upside down. Our virtual happy hours became meaningful, and I’m grateful for the team that kept GF moving forward through everything.
How GF Has Changed: GF has evolved tremendously, especially with milestones like opening our Columbus office and expanding internationally to Mexico and China. These changes broadened our client base and provided incredible career opportunities for our team.
Most Memorable Project: “Project Vision” stands out. It started as weekly meetings with Keith to shape GF’s direction and grew into a strategic transformation for growth, career development, and efficiency. The positive impact on GF has been deeply rewarding.
Frank Coda
Tenure: 30 years
Fondest Memory: My fondest memories involve holiday parties and working alongside great people. Building projects across various challenging environments has taught me a lot about the physical built environment.
How GF Has Changed: Starting as a draftsman and moving through various roles, I’ve seen GF grow from a small team into a multidisciplinary firm. The shift to a collaborative structure and bringing all disciplines in-house has transformed how we approach projects.
Most Memorable Project: Projects involving brownfield developments, like those in Hawaii and San Rafael, stand out. These high-profile, technically challenging sites required navigating environmental and regulatory hurdles, which is the type of work I find most rewarding.
Julie Wehmeyer
Tenure: 29 years
Fondest Memory: Over nearly three decades, I’ve had countless memorable experiences, but the camaraderie in our team has always been the most rewarding. Working with dedicated colleagues who bring energy and commitment to every project makes each day memorable.
How GF Has Changed: GF has grown significantly since I joined, expanding from handling single-user projects to becoming a multidisciplinary firm with clients across different sectors. The collaborative culture and commitment to quality have remained, but the scope of what we tackle today is far broader, and it’s been exciting to be part of that journey.
Most Memorable Project: The Expo Design Center in Chicago is one of my standout projects. The project involved transforming a massive, old threestory furniture store into a high-end retail center with two levels of retail space and three levels of parking. I handled a complex array of elements, from coordinating consultants for parking garages and navigating city codes to managing challenging aspects like glass walls, balconies, and rooftop planters. The City of Chicago’s unique building codes and Home Depot’s specifications added layers of intricacy, making each stage a new challenge. This project had everything—permit negotiations, design meetings, and even logistical puzzles with expeditors. It was an exciting, multifaceted experience and left a lasting impression on my career.
Indira Ibrahimbegovic
Tenure: 26 years
Fondest Memory: My fondest memories aren’t about a single event but the camaraderie within our team. I’ve stayed because of the people here, the professional bonds we share, and the way everyone’s voice is valued. It’s a true team environment, and that’s been vital to me.
How GF Has Changed: GF began with a single major client, but over time, we diversified our services and clients, which broadened our expertise. Though our management style evolved, GF stayed true to its employee-owned values and collaborative culture.
Most Memorable Project: Working on The Home Depot program was a major learning experience, exposing me to a vast amount of information. Since then, I’ve worked with many clients, including Starbucks, which keeps me engaged with its fast pace and constant evolution.
Robert Warshefski
Tenure: 26 years
Fondest Memory: My fondest memories are not a single event but the friendships and camaraderie I’ve built over the years. From my very first day, I felt welcomed and valued. The culture at GF has truly made it a place I’ve loved working at every day.
How GF Has Changed: Since joining in August 1998, I’ve witnessed a remarkable evolution in our operations, from technological upgrades to structural transformations. We moved from FastCAD to AutoCAD and then to REVIT, while email shifted from Groupwise to Outlook. Our reporting structure also changed—from Regional Managers overseeing local offices to the more cohesive Managing Directors model we have today. Looking back, some standout memories include:
1. The Paper Era: We’ve come a long way from the days of mountains of paper covering desks, file cabinets, and binders.
2. Sign-In Sheets: We used to sign in and out on paper, even for lunch breaks!
3. Manual Timesheet Reviews: Timesheets were reviewed manually, routed through office managers with physical slips, then sent to Atlanta.
4. Blueprint Smells: The print room had the distinct smell of ammonia, a hallmark of blueprint creation.
5. The GF Softball Team: I have fond memories of our GF-sponsored softball team in Somerville, NJ, which fostered great camaraderie.
Most Memorable Project: One standout project was IKEA in Red Hook, Brooklyn. The site was complex, with historical elements and unique site challenges. Working on it was pivotal for my career and helped shape the project management path I took at GF.
Dawn Schaffran
Tenure: 25 years
Fondest Memory: My fondest memories stem from the amazing individuals I’ve met along the way. Each person has contributed to my journey, and I’m grateful for the professional growth that these connections have inspired.
How GF Has Changed: Over 25 years, GF has evolved from its humble origins to achieving ambitious goals. Our resilience, especially during global challenges, reflects the strength of our leadership and the exceptional team we have.
Most Memorable Project: Working with committed clients who care deeply about their communities has been incredibly fulfilling. Each project I’ve been a part of holds unique significance in my professional journey.
Connie Beard
Tenure: 23 years
Fondest Memory: In the early years, we had a smoking room in the accounting department—a funny memory looking back.
How GF Has Changed: GF’s move to an all-digital system transformed our workflow. We went from filing cabinets and FedEx invoices to a fully electronic processes, a shift that has saved time, money, and paper.
Most Memorable Project: Working through GF’s first acquisition was unforgettable. I often arrived at the office by 4 a.m. to manage the influx of new accounts—a rewarding but challenging experience during a pivotal time for GF.
Vivian Howard
Tenure: 23 years
Fondest Memory: My fondest memory is the baby shower GF threw for me when I was expecting my son. The overwhelming support from my colleagues was incredibly touching, making me feel part of a larger family.
How GF Has Changed: GF’s evolution is remarkable— from diversifying clients after losing Home Depot to expanding internationally. Surviving 9/11, the 2008 crisis, and the pandemic shows how resilient and adaptable GF is.
Most Memorable Project: Leading the IT department’s Upgrade Policy project has been a passion of mine. Ensuring our staff has top-quality equipment has greatly improved efficiency and morale across the company.
Jennifer Mowen
Tenure: 23 years
Fondest Memory: GF was a finalist for the Texas Roadhouse Vendor of the Year in 2014. It was wonderful recognition for our team’s decade-long efforts in delivering exceptional service across disciplines.
How GF Has Changed: GF’s client base diversification since I started has been impressive. We went from relying on one client to having a broad range of commercial rollout clients, making our team stronger and more collaborative across regions and disciplines.
Most Memorable Project: The Vapiano restaurant project in Chicago’s historic Loop Business District stands out. Navigating complex approval processes and historic preservation regulations was challenging, but it was rewarding to see the project come to life in such a unique space.
Jim Neill
Tenure: 23 years
Fondest Memory: My fondest memories are of working with all levels of the team, solving challenges together. A highlight was being recognized by my peers when I was named Director of IT—a rewarding affirmation of my contributions.
How GF Has Changed: GF has made massive strides, from diversifying clients to going digital and centralizing servers. These innovations have helped us streamline operations and stay successful through changing times.
Most Memorable Project: Centralizing file servers across all offices was my most challenging and memorable project. It was complex, requiring innovative solutions, but it’s still in place a decade later, proving its value and efficiency.
Erik Arellano
Tenure: 2O years
Fondest Memory: My interview day stands out—it was on Christmas Eve in 2003! It worked out well since I’ve been here for over two decades.
How GF Has Changed: Technology has drastically changed our workflow, from plotting sets by hand to digital integration. Bringing MEP and Structural in-house in 2010 streamlined our processes tremendously.
Most Memorable Project: The GTI Lakewood dispensaries were challenging, requiring full CD production within just two weeks. The pressure was intense, but it showcased the determination and teamwork we have at GF.
Chris Cerbo
Tenure: 19 years
Fondest Memory: One of my favorite memories was being promoted to Associate at a holiday party, with my wife present. It was a surprise, and having my work recognized in front of my family and colleagues made it incredibly special.
How GF Has Changed: Leading the architectural services team for Murphy Oil’s prefabricated building program has been memorable. We adapted quickly to new construction methods and helped Murphy Oil grow their brand nationwide. The ongoing trust from both GF and Murphy Oil leaves a lasting impression on me.
Ali Yadegari
Tenure: 12 years
Fondest Memory: One of my fondest memories was helping establish the Roll-out Architecture sector at GF. It was a collaborative effort, requiring everyone’s buy-in, and it’s rewarding to see the structure and success we built.
How GF Has Changed: When I joined, each GF office operated independently. Today, we function as a unified firm, sharing resources and providing services by discipline, which has strengthened our project delivery.
Most Memorable Project: Starting and opening the Columbus office was a significant milestone. Within a year, we expanded rapidly, and seeing that growth has been one of the most fulfilling parts of my career at GF.
Scott Loikits
Tenure: 12 years
Fondest Memory: My fondest memories continue to be whenever I walk on-site and see one of my designs under construction. I have been practicing architecture for over 25 years, and that feeling never gets old. All the hard work and late nights spent designing and redrawing the building are worth it when the effort translates into a finished product. I remember walking around our Baohua Mixed-Use building in Shanghai when it was 90% complete, feeling supremely happy with the results. The client was walking with me that day and made it clear they were very pleased with both the design and GF’s efforts.
How GF Has Changed: GF has evolved tremendously during my time here. I had always been involved in high-design work since graduation, and I wasn’t sure if that ideal would be embraced by a firm that had historically been so successful in large-scale retail programs. It was initially Essie, and then especially Keith, who were very supportive of elevating our design profile. To me, this embrace and championing of high design has been the biggest change at GF since my arrival in 2012.
Most Memorable Project: Yuxin Towers in Zhuhai. I was very proud of how the team came together and worked through over 50 different iterations until the client approved the final design. The client, who was an architect himself, was extremely difficult to please. We would show him six designs at a time, and he still wouldn’t be satisfied. That we were able to create a design that satisfied all of the program requirements and met his very high standards for design was a turning point for our design studio. Yuxin Towers is the tallest project in GF history and one of the largest buildings we have ever designed. For me, it was the most memorable because of how challenging the process was and how well the final result came to fruition.
