Catrina Stewart and Hugh McEwan are the directors of Office S&M, an architecture practice based in London who work with a 50:50 split of public and private clients. Office S&M are known for their playful projects, inventive use of colour and materials—and they’ve recently won the BD Young Architect of The Year Award, AD 40 Under 40 and RIBAJ Rising Stars.  In this episode, we discussed Hugh and Catrina’s thoughts on a wide variety of issues, including: How the studio’s specialist expertise in colour and material has allowed them to establish a recognisable architectural brand—without becoming pigeonholed in a particular project type. Why the studio emphasises a “50:50” split between public and private work in their messaging, and how it’s helped them to communicate what they do more clearly. The unique website pages and copywriting strategies the studio have used to personalise their website to the different client types they work with. How the studio uses friendly copy and visuals to make their architecture more approachable to the public. If you’d like to learn more about Office S&M, you can visit officesandm.com or follow them on Instagram at @officesandm. You can visit vanityprojects.com to learn more about my marketing coaching services for architects and book a 20-minute consultation to discuss your marketing situation.

Architecture Firm Marketing

Hugh and Catrina from Office S&M – Celebrating Colourful and Joyful Design

Today I’m joined by Mat Hinds from Taylor + Hinds Architects, a Tasmanian practice Mat and his partner Poppy Taylor founded in 2013. Taylor + Hinds are known for uncovering the histories and stories of Tasmania in their work—and their approach to architecture, and the way it’s communicated, is serious, critical and rigorous. In this episode, we discussed Mat’s thoughts on a wide variety of issues, including: Why Mat and Poppy have made the choice to remain a small practice, and how that allows them to be more selective in the projects they accept. Why Mat believes architects shouldn’t be afraid to use complex architectural language when necessary to communicate their ideas. How the studio has learned to price their work in a way that reflects the true value of what they do. The key criteria that the studio looks for in the right client. The questions Mat asks new clients to uncover the narrative of the project. If you’d like to learn more about Taylor + Hinds, you can visit taylorandhinds.com.au or follow Taylor + Hinds on Instagram at @taylorandhindsarchitects. If this your first time listening to the podcast, please make sure to subscribe to hear a new episode every other week. It also helps other architects to find the show and benefit from these conversations, so I really appreciate it when you subscribe in your podcast app. And finally, if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects and book a 15-minute consultation to discuss your marketing situation.

Mat Hinds from Taylor + Hinds – Uncovering The Project Narrative

Cassie Hansen is the editor of Artichoke Magazine—Australia’s most respected interior architecture and design magazine. Artichoke covers hospitality, retail, exhibition and workplace interior design projects and the architects and designers behind them. Cassie is best person to speak to when it comes to understanding how print journalism works, and what you can do to improve your chances of seeing your work in a print magazine. In this episode, we discussed: How an editor plans out magazines throughout the year, how lead times work, and the best time to approach them about your projects. What exclusivity means for architecture publications, the rules you need to follow, and why you should be careful when selecting publications to contact. How editors like Cassie find new projects, and why it’s important to reach out to them and be proactive—rather than sitting back and waiting for them to approach you. What you should (and shouldn’t) send an editor to submit your new project. Do you need a media kit? And what should you put in there? Common mistakes architects make that hurt their chances of getting published. How to find photographers and writers than will help you to get more media. Why awards programs are an important consideration in your marketing. If you’d like to learn more about Artichoke, you can visit architectureau.com or follow Artichoke on Instagram at @artichoke_magazine. You can also follow Cassie on Instagram @cassiehansen_. If you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects and book a 20-minute call to discuss your marketing situation.

Cassie Hansen from Artichoke Magazine – How To Get Published In Print

Today I’m joined by Anthony Clarke from BLOXAS, a small architecture practice based in Melbourne that helps clients who live with cognitive impairments or issues of sensory perception: such as dementia, autism, Tourette’s, trauma and chronic fatigue. BLOXAS began life following the typical trajectory of most architecture firms - growth, bigger projects, and recognition. Then in 2017, Anthony began a rebranding process, and discovered that his most fulfilling projects were related to his passion for psychology and neuroscience. He decided to pivot and focus exclusively on that field of research from then on. Today, Anthony has built substantial expertise in this niche area of architecture, and his services are now highly sought after within the communities for people living with these conditions. In this episode, we discussed: How an intensive rebranding and strategy process that led Anthony to see his existing projects in a new light. The risks and rewards of becoming a specialist firm. The importance of being disciplined about saying no to work that falls outside your chosen niche. How Anthony was able to draw on his personal interest in psychology to form a new foundation for his practice. The importance of developing rigorous research techniques in order to develop new expertise and speak more convincingly about your work. The important role writing, speaking and film plays in expressing the process behind architecture If you’d like to learn more about BLOXAS, you can visit BLOXAS.com or follow the practice on Instagram at @BLOXAS. And finally, if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects and book a 15-minute call to discuss your marketing situation.

Anthony Clarke from BLOXAS – Specialising Your Architecture Practice

Today I’m joined by Monique Woodward from WOWOWA, a medium-sized architecture practice based in Melbourne whose work embodies the philosophy that “life’s too short for boring spaces”. Monique and her husband Scott launched the practice in 2010 with a focus on colourful, playful family homes, but today their 13-person studio is also working on a number of exciting public and community projects. In this episode, we discussed: How Monique was able to carve out a distinctive brand in the residential market How she was able to identify with her ideal clients and put her authentic self forward in her marketing and communications. Monique’s techniques for winning new types of work, whether it’s through video or self-generated project ideas. The steps she took to uncover new opportunities for WOWOWA to contribute to the local community through public projects and collaborations. How you can develop a stronger personal brand in architecture. Monique’s tips for figuring out your point of difference. The importance of finding mentors and teachers along the way. If you’d like to learn more about WOWOWA, you can visit wowowa.com.au or follow the practice on Instagram at @wowowaarch. You can also follow Monique on Instagram at @monique__woodward. By the time you’re listening to this episode, Monique will have released the first episode of GIRT, her new podcast with Nic Brunsdon. I was the first guest on the show, so go and look for GIRT on your podcast app, or subscribe for email updates on the contact page at WOWOWA.com.au. And finally, if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects and book a 15-minute call to discuss your marketing situation.

Monique Woodward from WOWOWA – How To Be Authentic, Deliberate and Personal In Your Marketing

Emma Williamson and Emma Brain are from The Fulcrum Agency, a design consultancy focused on social architecture based in Perth, Western Australia. Emma Williamson co-founded the agency with her partner Kieran Wong after 20 years running CODA studio, a medium-sized architecture practice. Emma Brain, who also came from the previous studio, is Fulcrum Agency’s head of communications. The Fulcrum Agency focuses on addressing some of Australia’s most important social issues by providing research, strategy, community co-production and architectural design for projects in remote and disadvantaged communities throughout Australia. In this episode, we discussed: How their new business model provides advantages over the traditional architectural practice. The different services they’ve developed to address the unique needs of the communities they work with. How they’ve positioned their practice to differentiate from other architecture practices. The importance of building trusting and long-lasting relationships with likeminded clients. How their written content is produced, from their annual print journal to their regular blog posts and Instagram posts. How other architects can begin to figure out their point and articulate it publicly – and why it’s so important to do that if you want to find high quality clients. If you’d like to learn more about The Fulcrum Agency, you can visit thefulcrum.agency or follow the practice on Instagram at @thefulcrum.agency. If you have any feedback on this episode, you can get in touch at dave@vanityprojects.com. And if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects and book a 15-minute call to discuss your marketing situation.

Emma Williamson and Emma Brain from The Fulcrum Agency – The Value Of Sharing Your Point Of View

Kerstin Thompson is the director of Kerstin Thompson Architects, a large Melbourne-based practice established in 1994. KTA works across a variety of projects spanning architecture, interiors, landscape and urban design – with a focus on strong, clear design ideas and buildings that forge connections with their surroundings. In this episode, we discussed: How the practice got their first public projects. The importance of Kerstin’s time teaching architecture and how it helped her hone her communication skills and design ideas. The challenges of growth and how Kerstin balances her time working on projects as well as running a large business. How she removes herself as a bottleneck in the design process. Her thoughts on the importance of being a generalist practice. How Kerstin's writing and public speaking help her to attract likeminded clients. Why it’s critical to be an advocate for architecture whenever you get the chance. If you’d like to learn more about Kerstin and the work of Kerstin Thompson Architects, you can visit kerstinthompson.com. You can also follow Kerstin on Twitter at @ThompsonKerstin or on Instagram at @kerstin_thompson_architects. If you have any feedback on this episode, you can get in touch at dave@vanityprojects.com. I love hearing your thoughts. And if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects and book a 15-minute call to discuss your marketing situation.

Kerstin Thompson from Kerstin Thompson Architects – Clarity, Advocacy and Expanding Architecture’s Reach

Ian Motley is a Fee Proposal Consultant at Blue Turtle Consulting. Ian and his team help business owners in the architecture and construction industry improve their fee proposals, increase their conversion rates, and raise their fees. In this episode, we discussed: Why architects should start providing different pricing options in their fee proposals. How to avoid potential clients haggling over your fees. Some of the ways you can increase the quality of service you provide by offering premium services in your fee matrix. The psychology of clients during the buying process, and how they perceive the value of what an architect does. The importance of focusing on a niche if you’re looking to grow. Why it’s important to dream big and develop a vision for where you would like your practice to be in the years to come. If you’d like to learn more about Ian and Blue Turtle Consulting, you can visit blueturtlemc.com. You can also sign up for Blue Turtle’s Fee Proposal Fundamentals CPD course, or schedule a call with Ian. Fee Proposal Fundamentals (1.0 CE/CPD). Schedule a call with Ian. If you have any feedback on this episode, you can get in touch at dave@vanityprojects.com. I love hearing your thoughts. And if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects.

Ian Motley from Blue Turtle Consulting – How To Write Successful Fee Proposals

Rebecca Caldwell is the director of Maytree Studios, a small residential practice based is Brisbane, Australia. Maytree Studios’ tagline is humans first and architects second – and this translates into every aspect of their work, business, and marketing. In this episode, we discussed: The lessons Rebecca took from the difficult first few years of the practice, and why she decided to start over again. What Rebecca looks for in a quality client. How the practice focuses on breaking down the barriers about what an architect does. How the studio’s social media and resources help to educate potential clients and prompt them to reach out. How Rebecca structures the initial conversations with new clients so that they’re quick and effortless. How the practice creates options within their fee structure. The low-cost advisory services the studio offers to budget conscious clients or those who are just getting started. How Bec finds the time to think about and optimise every aspect of her business in order to create a calm and enjoyable experience for herself, her team and the client. If you’d like to learn more about Rebecca and Maytree Studios, you can visit maytreestudios.com.au or follow them on Instagram at @maytree_studios. If you have any feedback on this episode, you can get in touch at dave@vanityprojects.com. I love hearing your thoughts. And if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects.

Rebecca Caldwell from Maytree Studios – Humans First, Architects Second

Aaron Nicholls and Phillip Nielsen are the directors of Regional Design Service, an architecture practice based Corowa, a regional town located on the New South Wales and Victorian border about 3 hours drive from Melbourne. In this episode, we discussed: The reasons they left Melbourne to start their practice in a regional town (despite warnings from their peers). How they’ve engaged with the local community through events, exhibitions and local government to improve local awareness of the values and principles of architects. Why they remain connected to their urban counterparts and promote working in regional practice. Some of the challenges of the local construction market. Why they hired a communications person and what their role entails. How Aaron and Phillip approach their different roles in the business The strategies they use to elevate their digital marketing. If you’d like to learn more about Aaron, Phillip, and the team at Regional Design Service, you can visit regionaldesignservice.com or follow them on Instagram at @regional_design_service. If this your first time listening to the podcast, please make sure to subscribe to hear a new episode every other week. If you have any feedback on this episode, you can get in touch at dave@vanityprojects.com. I love hearing your thoughts. And if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects.

Aaron and Phillip from Regional Design Service – Engaging, Advocating And Educating In A Small Rural Community

John Ellway founded his Brisbane-based architecture practice in 2017 and describes it as a small practice with a love for creating the places inspired by travel, memories, landscape, material and location. His goal is to create functional and simple spaces that delight and surprise. In this conversation, John and I spoke about: His relaxed, less is more approach to marketing. Why successful marketing hinges on a high-quality project. Why he made his website a single page. Why and how he invests significant resources in commissioning films about his projects. Why he’s conscious about avoiding growing too fast. The steps John takes to get published. John’s process for creating his project descriptions. How John uses site visit tours to teach people about his work and learn from their reactions. How he describes his projects without archispeak. If you’d like to learn more about John, you can visit jellway.com or follow him on Instagram at @jellway. If this your first time listening to the podcast, please make sure to subscribe to hear a new episode every other week. If you have any feedback on this episode, you can get in touch at dave@vanityprojects.com. I love hearing your thoughts. And if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects.

John Ellway – A Less But Better Approach To Marketing

Jean Graham is an architect and the director of Winter Architecture, a five-year-old practice based in Melbourne and Torquay. In this episode, we discussed: How Jean and her team approach remote working. The importance of maintaining work life balance and avoiding burnout. Why Jean produces video for each of her new projects. How to communicate the value of what an architect does to the general public. How to pick the right clients. Why you need to be patient in your marketing to see results. Why you should show less on your website. The benefits of collaboration with other creatives. How Jean decided how big her practice should be to function well. If you’d like to learn more about Jean and the team at Winter Architecture, you can visit winterarchitecture.com.au or follow them on Instagram at @winterarchitecture. If this your first time listening to the podcast, please make sure to subscribe to hear a new episode every other week. If you have any feedback on this episode, you can get in touch at dave@vanityprojects.com. I love hearing your thoughts. And if you’d like to learn more about me, Dave Sharp, you can visit vanityprojects.com to check out my blog, join over 5000 other architects on my email list, or learn more about my marketing coaching services for architects.

Jean Graham From Winter Architecture – Patience, Flexibility And How To Communicate The Value An Architect Provides

Paul Kegen is an architect and co-founder of S&K Group, an architecture and construction company based in Melbourne which he co-founded in 2013. S&K Group have built projects for some of Melbourne’s best-known architects and interior designers, including GOLDEN, Studio Esteta and Flack studio. They also design and build residential and commercial projects for private clients. Paul has recently launched a new business called Terren, where they offer a range of ready-to-build house plans that clients can either build with S&K Group at a verified build price, or take to a builder of their choice. In this conversation, Paul and I discuss his strategies for calculating and communicating fees to clients, picking the righ projects, making your team’s output consistent and efficient, how to form partnerships to drive business growth, building referrals from your professional network, the important of experimenting with your marketing and how to create content for social media. If you’d like to learn more about Paul, you can visit sandkgroup.com.au or follow S&K Group on Instagram at @sandk_group. You can also check our Terren at terren.com. If you’d like to learn more about me, you can visit vanityprojects.com to check out my blog and learn more about my marketing coaching services.

Paul Kegen from S&K Group – How To Be Consistent, Efficient And Meticulous

Kate Fitzgerald founded Whispering Smith in 2011 and describes it as a staunchly feminist architecture firm with a focus on new approaches to millennial housing, sustainability, local craft and friendly minimalist architecture. Kate is well known in the Australian small practice scene for the way she helps other small practices grow their business, become more profitable and equitable.  Whether it’s her role on the WA committee of the Association of Consulting Architects, her contributions to State Government planning policy, or co-founding the Business of Small Practice forum in WA - Kate is a vital resource for other small practices. Over the last year Kate has started a new podcast called In Detail with Mick Moloney and Warwick Mihaly, where the three architects have frank discussions about the challenges of running small architecture practices. Kate has also recently launched a sister brand called New Resident, which is a delivery model for ‘ready-made architecture’, a range of affordable house designs on hand-picked urban infill sites. In this conversation, Kate and I talk about the value of the value of giving back to the profession, knowing your why, being a team rather than the unique genius, establishing a healthy relationship with your clients, identifying the right clients and saying no to the bad ones. If you’d like to learn more about Kate, you can visit whisperingsmith.com.au or follow her on Instagram at whisperingsmitharchitecture. You can also check our New Resident and newresident.com.au and listen to the In Detail podcast at indetail.show. If you’d like to learn more about me, you can visit vanityprojects.com to check out my blog and learn more about my marketing coaching services.

Giving Back To The Profession With Kate Fitzgerald From Whispering Smith

A talk show for architecture nerds just like you. On this podcast you'll find conversations with the directors of new and noteworthy architecture practices. This podcast is hosted by Dave Sharp, director of Vanity Projects - a digital marketing consultancy helping architects to grow their practice into something much bigger.

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Architecture Firm Marketing

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