Office Talk Australia, Marketing for Architecture (Office D.SHARP)

Emlyn Olaver is the director of Olaver, a Melbourne-based practice known for residential and commercial work that balances the imperfect and the refined.

In this episode, Emlyn and Dave discussed:

• The benefits of working on hospitality projects in the early stages of their practice, allowing them to have built work available to publish at a faster rate than typical residential projects.
• Olaver’s unique approach to photographing residential projects during handover; working with professional photographers to document the project in a raw, imperfect and restrained way.
• How these Handover images have helped to raise awareness of the practice, through the website and social media, as well as collating them into a print publication, which led to a launch party.
• Why he believes it’s far better to collaborate with professional creatives, such as graphic designers and photographers, to undertake their work they’re good at, as opposed to trying to do everything himself.
• The importance of communicating your design values clearly, and how he has developed a clear practice positioning statement over time.

If you'd like to learn more about his studio, you can visit olaver.com.au or follow the studio on Instagram at @olaver_architecture.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

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.

Lauren Li is the director of Sisällä, a Melbourne-based interior design practice known for their colourful, playful and liveable approach to residential interiors. Lauren is also a design educator, running workshops, courses and an online community geared towards emerging interior designers. Lauren writes a monthly column for The Design Files, and has just released her first book, The New French Look, with Thames & Hudson.

In this episode, Lauren and I discussed:

• Why Lauren believes having diverse revenue streams can make studios more resilient during slowdowns in the residential construction market, and a behind the scenes look at how she developed her different educational offers.
• Her journey as a design writer, from five posts a week in the early days of blogging to becoming a monthly columnist for The Design Files and writing a book—and how writing and putting ideas out there in public has helped Lauren to develop a unique point of view as a designer.
• Lauren's approach to making architectural photography more accessible and personal to the client, and balancing the trade-offs between images that resonate with potential clients, and carefully styled images that are more easily published in magazines.
• Why Lauren believes working with ultra design-savvy clients—although often the stated marketing goal for many architects and interior designers—can often make it harder for designers to take on the role of expert and educator in the design process.
• Why branding, getting published, putting your ideas out there and showing excitement and passion for the possibilities of a project can be crucial for building trust with new clients.
• Why developing a clear point of view as a designer and taking risks to challenge the status quo can help to attract like-minded clients and media exposure for small design studios.

If you'd like to learn more about Sisällä, you can visit their website at sisalla.com.au, or follow them on Instagram at @sisalla_interior_design.

Lauren's new book, The New French Look, is available on sale right now from online retailers, and your local independent book store.

This episode of Office Talk is sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Visit officedavesharp.com to learn more.

If you have any marketing, brand and business questions you would like me and my guests to discuss in future episodes, please send them to info@officedavesharp.com.

Shaun Lockyer is the director of Shaun Lockyer Architects, a Brisbane-based practice focused exclusively on high-end residential work. Founded in 2009, the studio has grown to over 20 employees, and has been published in every major Australian architecture publication.

In this episode, Sean and I discussed:

• The difficult and often uncomfortable relationship architects have with wealth, status and commercial success.
• The psychology of high net worth residential clients, from their typical hobbies and interests, to their priorities for their projects and what they look for in an architect they can trust and relate to.
• Why a track record for adding financial value for clients can be an important driver of positive word of mouth and build trust and credibility with clients.
• Why Shaun believes architects who show their personal passions, hobbies, interests and values are much more relatable and trustworthy in the eyes of potential residential clients.
• Shaun's media strategy for new projects, and why he prefers to reach a broad audience through digital publications and video channels like The Local Project rather than focusing on niche architectural magazines.
• Why Shaun believes that the best time to promote your practice is when you don't have the capacity to take on more work, and how it helps convey confidence, objectivity and exclusivity.

If you'd like to learn more about Shaun Lockyer Architects, you can visit lockyerarchitects.com.au or follow them on Instagram at @shaunlockyer.

This episode was sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch to discuss your practice.

On this episode I'm chatting to George Bradley from Bradley Van Der Straeten, a small residential firm based in London. George is also half of The Two Architects, a pay as you meet platform where George and his co-founder Ewald meet with clients on an hourly basis to provide online architectural advice.

George is the host of Another Architecture Podcast, which he launched in May of last year. Since then, he has interviewed a bunch of amazing architects to discuss their projects and practices, with each 1-hour episode diving into the detail and challenges of a specific house in that architect's portfolio.

I wanted to invite George on to talk about what it's like to explain and talk about architecture in a non-visual medium, his thoughts on podcasting as a communication channel for architects, the advantages of shining the spotlight other architecture practices rather than his own work, and how The Two Architects allows BVDS to cater to different kinds of clients without diluting their firm's brand.

You can follow George on the following channels:

• B-VDS website: https://b-vds.co.uk/
• B-VDS Instagram: https://www.instagram.com/bvdsarchitects/
• The Two Architects: https://thetwoarchitects.com/
• Another Architecture Podcast: https://anotherarchitecturepodcast.com/

Chris Gilbert is a director at Archier, an 11-person architecture practice with offices in Melbourne and Hobart. Archier are best known for their award winning residential projects such as View House, Corner House and Sawmill House. Outside of their main design services, the studio is also busy selling their own range of lighting products, will soon be offering a selection of pre-fabricated home designs to the residential market, and is currently building an advanced manufacturing facility that will be made available to other architecture practices in the near future.

In this episode, Chris and I spoke about:

• Archier’s approach to social media that has helped them to gain 65’000 followers on Instagram.
• Why Archier sees value in entering their projects into a variety of awards programs throughout the year.
• Why it’s important to make your work stand out, and how you can design your process to make producing distinctive and interesting work more achievable.
• What makes an ideal client for Archier, and how they structure their client selection process.
• Why Archier starts every project with a $10,000 concept design package.

If you’d like to learn more about Archier, you can visit archier.com.au or follow them on Instagram @archier_.

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Nick Travers is a founding director at Technē, a 33-person architecture and interiors practice based in Melbourne, Australia.

In this episode, Nick and I discussed:

• His insight into the approach and motivations of large scale hospitality clients, from their attitude to risk, their drive to find a unique point of difference for their venue, and how the studio manages healthy client relationships over the long term.
• How the studio has made a strategic choice to avoid being pigeonholed in a particular style of project type, in order to make their business model more sustainable over the long term, relevant to long-term clients and able to weather changes in the economy.
• The power of repeat business; how it drives 60% or more of their new projects each year and the benefits that come with that, as well as some of the risks and limitations repeat business can bring for studios as their offerings and pricing models evolve over time.
• How the directors have developed their business acumen over the years, from early mentors to engaging consultants and executive coaches; as well as the studio’s plans for the future, including a fast-growing new office they’ve launched in North East Victoria.

If you’d like to learn more about Technē, you can visit techne.com.au. You can also follow the studio on Instagram @technearchitects. 

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

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.

Katelin Butler is the Editorial Director of Architecture Media, Australia's leading publisher for the built environment and the home of well-known titles such as Architecture Australia, Houses Magazine, Artichoke and architectureau.com. Before taking on the role of Editorial Director, Katelin was the Editor of Houses Magazine from 2011 to 2019, and established the highly successful Houses Awards program.

In this episode, Katelin and I discussed:

• How the Architecture Media editors decide which projects belong in their magazines, and how they look beyond imagery and aesthetics to highlight projects that have educational value for the industry.
• The role each magazine plays in the Architecture Media portfolio, and the quality-focused approach Katelin and her team take to ensure their titles are the most trusted sources of information in the industry.
• The different approaches architects can take to engage with the media, looking at targeted vs broad outreach, avoiding busy times of the year, and the value of having patience and holding onto projects for thorough coverage and maximum impact, rather than rushing them out the door in a superficial way.
• The importance of continuous engagement with editors earlier on in the project timeline, rather than the traditional model of shooting a finished project and submitting it to publications.

If you'd like to learn more about Katelin's work, you can visit architecturemedia.com to subscribe to their titles, or follow Katelin on Instagram at @katelinbutler.

This episode of Office Talk is sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Based in Perth, the practice caters to a diverse range of clients around the world. Visit officedavesharp.com to learn more.

If you have any marketing, strategy and brand questions you would like Dave and his guests to discuss in future episodes, you can send them to info@officedavesharp.com.

Lola Digby-Diercks is a graduate architect and the Business Development Lead at Breathe Architecture and Nightingale housing.

Lola supports all facets of business procurement at both companies, coordinating residential purchasers, land owners and service providers. Lola also works with Nightingale's partners, handling licensing applications, processes and PR.

Lola also assists the Nightingale Night School thesis studio for Masters students at The University of Melbourne, where students learn the skills they'll need to run their own Nightingale design project.

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.

Mat Hinds is 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.

Joining me on this episode from August 2020 is Ray Brown, a business mentor for architectural leaders and co-founder of Archibiz. Ray Brown has been a business coach and entrepreneur for over twenty-five years with a passion for helping architectural entrepreneurs find their potential by providing the fundamentals necessary to have and maintain a successful business.

Join Ray and I as we break down the importance of concentrating on business basics and fundamentals to reach success. Ray explains how critical a mindset shift can be for architectural leaders to have a great business performance.

Want to connect with Ray? Visit archibiz.com.au to learn more about his coaching services.

Huw Wellard is the director of Wellard Architects, a 4-person Melbourne-based practice best known for their award-winning homes, beach houses and holiday houses.

In this episode, Huw and I discussed:

• How Wellard's recent rebranding journey has helped them transition from working on a high volume of tight inner-city terraces towards fewer but more substantial new builds, resulting in simpler project management, more time for the client relationship, and better quality enquiries.
• The strong relationship between the work you show and the work you attract. How Huw made the tough call to retire projects from the website as part of a recent rebrand, what the selection process involved, and why showing fewer but better projects has "changed the trajectory of the practice".
• How Huw has adjusted his fee structures in recent years to improve practice profitability and avoid overservicing clients, as well as his insights from a recent analysis of the practice's enquiries and productivity.
• The superiority of solid word-of-mouth marketing and what can help to drive repeat business and referral opportunities in the residential sector.

If you'd like to learn more about Wellard Architects, you can visit their website at wellardarchitects.com.au, or follow them on Instagram at @wellardarchitects.

This episode of Office Talk is sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Visit officedavesharp.com to learn more.

If you have any marketing, brand and business questions you would like me and my guests to discuss in future episodes, please send them to info@officedavesharp.com.

Rodney Eggleston and Anne-Laure Cavigneaux are the directors of March Studio, a Melbourne-based practice known for its multidisciplinary approach to architecture, graphic, interiors and industrial design.

In this episode, Rodney, Anne-Laure and Dave discussed:

• The influence their early years in Rotterdam had on their views about the role and value of design, and the unique ideas and approaches they brought back to Australia with them.
• Why they’ve tried to avoid being typecast or tied to a specific stylistic approach or project type, and how you can position your practice to speak to range of project types and scales.
• How they’ve designed their physical studio environment to encourage creativity and experimentation, and the important role physical model making, prototyping, hand drawing and fabrication have played in their work.
• The importance their work on Aesop stores had on their practice, particularly from a learning and experimentation perspective, how they think about managing long-term partnerships with a fast-growing brand.

If you'd like to learn more about their studio, you can visit march.studio or follow them on Instagram at @march_studio.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

This episode of Office Talk is supported by Mast Furniture. Mast is an established furniture design and manufacturing company based in Brisbane. In operation since 2012 and climate neutral certified since 2021, Mast has built a national and international reputation for producing original furniture of the highest quality. For Mast, the phrase ‘Good Design, made right’ embodies who they are, what they do and what they’d like to achieve. Mast values enduring design, taking their time to develop well designed products both in house and in collaboration with established and upcoming designers. With all of their furniture being produced from their Brisbane workshop and made to order, the majority of their range is able to be customised in material, size and finishes to suit specific projects and spaces in both residential and commercial environments. To learn more about Mast, visit mastfurniture.com.au or check out their instagram @mastfurniture.

Anthony Richardson is the creator of Simple Dwelling architecture media platform and YouTube account. He combines his background in architecture, and his talents as an architectural photographer, videographer and journalist to tell thoughtful stories about residential architecture to an enormous online audience.

In this interview, Anthony shares his journey growing his YouTube account, we discuss how video can be used to explore architectural stories, and he gives us a glimpse into the realities of managing a large online audience. We also discuss Instagram, and the architecture media, focusing in on Anthony's expertise running successful social media accounts, and his advice for new firms who are looking to reach potential clients using social media.

If you'd like to see more of Anthony's content, you can follow Simple Dwelling on the following channels:

- Website: https://simpledwelling.net/ - YouTube: https://www.youtube.com/channel/UCe1R0tqKeEZmbCMPZzH5M2g

- Instagram: https://www.instagram.com/thedesignemotive/

Gilad Ritz and Jean-Paul Ghougassian are the directors of Ritz & Ghougassian, a 6-person architecture and interiors studio from Melbourne, best-known for their restrained and considered approach to hospitality, retail, and residential spaces.

In this episode, Jean-Paul, Gilad and I discussed:

• How the studio deals with the marketing challenges of working on a limited number of projects each year with long gaps between finished work.
• How the studio has found that a traditional approach to business development involving email outreach, networking, referral and repeat business has been more beneficial than social media when it comes to attracting quality clients.
• Why experience has taught the studio that it’s best to throw caution to the wind when deciding on how much to spend on capturing work through photography, film and renders.
• How the studio has identified interior design expertise as a key point of difference that helps them to stand out from other small architectural practices in the eyes of potential clients.
• How the studio used a quality over quantity mentality to carefully plan how they would invest their marketing budget in the early days of their studio rather than spreading it too thin trying to do too much at once.

If you’d like to learn more about Ritz & Ghougassian, you can visit ritzghougassian.com. You can also follow the studio on Instagram @ritzghougassian. 

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

In this episode, Sean and I discussed:

• Why he believes his small practice structure, currently himself and associate director Hayley Franklin, allows him to stay closer to the work and achieve the best design outcome.
• Why Sean believes committed clients will find their way to him without the need for heavy-handed marketing and PR - even though it can sometimes mean having to wait for the phone to ring.
• How the profession has become too obsessed with creating good looking images for Instagram, and why this form of feedback can lead architects off in the wrong direction.
• How Sean has developed a design methodology where his client are heavily involved in their project from day one, rather than the stereotype of the architect who imposes their ideas onto the client.
• Sean explains how viewing each project as an opportunity to improve on the ideas in the last has led to a consistency quality to his buildings, and shares his response to the popular argument that architects should avoid having a recognisable signature or style in their work.

If you’d like to learn more about Sean and his work, you can visit seangodsell.com or follow the studio on Instagram at @seangodsellarchitects. 

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Warwick Mihaly is a director of Mihaly Slocombe Architects in Melbourne. Warwick is a leader in the architecture profession. He is instrumental in championing positive change within the industry through mentoring the next generation of architects through lecturing, as a Director of Member Services at ArchiTeam, Practice Committee member at the Australian Institute of Architects, and through founding and cultivating Australia’s most widely read business blog for architects, Panfilo.co

On this episode, we discuss architecture fee models, the economic landscape for architects, sharing your ideas to educate clients and how architects can borrow from startup culture.

You can help Warwick to make a case for architecture by pledging to the ArchiTeam / RAsP crowdfunding campaign on Pozible.com

Chris Barnes is the Director of Field Office Architecture, a 7-person architecture practice based in Melbourne.

In this episode, Chris and I spoke about:

• A new approach the studio is taking to 3d visualisation that allows them to showcase their unbuilt design ideas, and as well as capitalise on the projects they have coming up in the pipeline.
• The networking habit and “champions list” strategy Chris has build over time that has lead to most of the studio’s project opportunities.
• Why investing in professional branding 5 years into the studio’s journey has helped them to attract both design-savvy clients and quality candidates.
• How a studio can find the right balance between brand and lead-generation in their website and approach to digital marketing, and how this balance might shift over time as your goals change.

If you’d like to learn more about Field Office Architecture, you can visit fieldoffice.com.au or follow them on Instagram @fieldoffice.arch

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

David Neustein is a co-director of Other Architects, a small research-driven practice he and his partner Grace Mortlock founded in 2012. Other Architects received the 2021 Houses Award for Emerging Architecture Practice, the 2018 INDE Prodigy award for most promising design practice in the Asia-Pacific region, and their work has been exhibited around the world.

In this episode, David and I discussed:

• How the studio has used speculative or unsolicited projects to establish themselves as leaders in interesting and unexpected niches such as cemeteries.
• Why David believes that some of the most valuable ideas, solutions and techniques can often be found in the work of small practices outside Australia, and why connecting with the international architecture community can become a meaningful point of difference in the local market.
• How the studio has developed a clear sense of what they’re about (or not about) as a brand, and how this process of self-reflection has helped them to focus their message, generate clearer ideas, decide on the right projects to focus on, and communicate their ideas with confidence.

If you’d like to learn more about Other Architects, you can visit otherarchitects.com. You can also follow the studio on Instagram @otherarchitects.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch.

This episode was supported by our legendary sponsors. 

• ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.
• Mast Furniture is an established furniture design and manufacturing company based in Brisbane. In operation for 10+ years, Mast has built a national and international reputation for producing high quality, technically challenging furniture. Visit mastfurniture.com.au to learn more.

Adam Haddow is a Director and Owner at SJB, a 160-person practice of architects, interior designers, planners and urban designers with offices in Melbourne and Sydney. We discussed how SJB wins new projects, what they look for in the right client, and how Adam attracts business and builds relationships by saying "yes" to new opportunities.

In this episode, Adam and I chatted about:

• How SJB's unique ownership structure presents both challenges and opportunities for the practice as it grows.
• The different ways SJB go about winning new projects, the pros and cons of each channel, and why Adam likes working with clients who have skin in the game.
• The importance of relationship building, and Adam's approach to establishing and strengthening his professional relationships, and how he tailors his approach to clients in different age groups.
• Why Adam believes saying "yes" to requests, being generous with time and knowledge, and promoting peers doing good work are all key traits of accomplished architects.

If you’d like to learn more about SJB, you can visit sjb.com.au or follow them on Instagram at @aboutsjb. You can also follow Adam on Instagram @adamhaddow.

If you enjoyed this episode of The Architecture Firm Marketing Podcast, please leave a rating, write a review, and subscribe. It helps other architects to find the show and benefit from these conversations.

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 30-minute gifted consultation to discuss your marketing situation.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

Miriam Fanning is the director of Mim Design, one of Melbourne’s leading architecture and interior design practices.

In this episode, Mim and I discussed:

• Her process for interviewing new clients during the briefing stage to learn as much as possible about their likes, dislikes, and daily rituals; and why she believes these discoveries help the studio to develop more authentic design concepts.
• How the studio has developed new offerings in furniture selection and art curation, looking at the details of managing budgets and logistics, to the marketing benefits of highly resolved projects and the potential for repeat business.
• How Mim communicates the overall design process to new clients by giving them a look inside the drawings and documentation of real projects so they that can more easily grasp the deliverables the studio provides, and outcomes of each stage.
• The campaign Mim is taking on with the Design Institute of Australia to push for better recognition and protection of interior designer’s professional expertise and titles.
• A quick look at how Mim approaches the studio’s photoshoots, marketing and public relations; with a focus on heavy investment in key projects, exploring new opportunities for media exposure, and her experiences working with a PR agency.

If you’d like to learn more about Mim Design, you can visit mimdesign.com.au. You can also follow the studio on Instagram @mimdesignstudio.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch.

This episode was supported by our legendary sponsors. 

• ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.
• Mast Furniture is an established furniture design and manufacturing company based in Brisbane. In operation for 10+ years, Mast has built a national and international reputation for producing high quality, technically challenging furniture. Visit mastfurniture.com.au to learn more.
• Learn Business Strategy, Finance, and Leadership from Spotify, Wolff Olins, Monzo, Pentagram, AKQA, and others with Future London Academy’s MBA for Design Leaders. Five 2-week modules in London and California. Only 30 spots available, so learn more and apply at bit.ly/chiefdesigner.

Mel Bright is the director of Studio Bright, a Melbourne-based practice known for creating enduring and responsive architecture for people and place.

In this episode, Mel and Dave discussed:

• How she has translated her background in civic projects into the studio’s residential work, and the importance of investing in big ideas, even for small projects.
• The small steps she has taken toward different project typologies, such as social housing, and how she strategically over-invests in projects that have the most potential to lead to similar projects.
• The importance of creating a healthy and strong workplace environment and the positive impact that has had on staff retention, morale and culture within the practice.
• The evolution of her Instagram account, from the early days of posting more personal photographs, to her thinking around sticking with one architectural photographer.
• What work-life balance means to her, and how it has changed as her children have grown up and the fulcrum has shifted.

If you'd like to learn more about her studio, you can visit studiobright.com.au or follow the studio on Instagram at @studio__bright.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

Monique Woodward is the director of 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.

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.

Chris Gilbert is a director of Archier, a Melbourne-based practice known for creating design experiences that contribute to a better quality of life. Chris first appeared on Office Talk in August of 2022, and we are delighted to welcome him back to the show.

In this episode, Chris and Dave discussed:

• The power of cultural narratives, such as current attitudes around the risks of building, and whether it’s better for architects to push back, or accept these powerful beliefs and adapt our approach.
• How Archier identified a pain-point in the design process, the endless hours spent pricing projects, then developed custom software to help speed up the process and drastically reduce the cost to the client.
• The story of starting Candour, a prefabrication and advanced manufacturing company helping architects to make off-site construction faster, cheaper, and more accessible.
• What impact a move towards automation, efficiency and accessibility could have on the brand perception of Archier, and architecture more broadly, as it challenges the traditional exclusivity of residential architecture.

If you'd like to learn more about their studio, you can visit archier.com.au or follow them on Instagram at @archier_.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

This episode of Office Talk is supported by Mast Furniture. Mast is an established furniture design and manufacturing company based in Brisbane. In operation since 2012 and climate neutral certified since 2021, Mast has built a national and international reputation for producing original furniture of the highest quality. For Mast, the phrase ‘Good Design, made right’ embodies who they are, what they do and what they’d like to achieve. Mast values enduring design, taking their time to develop well designed products both in house and in collaboration with established and upcoming designers. With all of their furniture being produced from their Brisbane workshop and made to order, the majority of their range is able to be customised in material, size and finishes to suit specific projects and spaces in both residential and commercial environments. To learn more about Mast, visit mastfurniture.com.au or check out their instagram @mastfurniture.

Graham Charbonneau is a founding director at studio gram, a 9-person architecture and interiors practice based in Adelaide, South Australia. studio gram are best known for their nationally recognised hospitality work, almost half of which is located outside South Australia.

In this episode, Graham and I spoke about:

• The pros and cons of hospitality from a marketing and communications standpoint.
• How the studio picks projects that will be highly visible and help build the studio’s brand.
• The importance of investing heavily in photography and branding, even in the early days of the practice.
• What hospitality clients are looking for when searching for an architect.
• studio gram’s approach to awards and building relationships with the design media has helped them to become so visible.

If you’d like to learn more about Studio Gram, you can visit studio-gram.com.au or follow them on Instagram @studio_gram.

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Jennifer McMaster and Jonathon Donnelly are two-thirds of Trias, a Sydney-based architecture studio who have recently been included in Wallpaper's prestigious 2017 Architects' Directory - a showcase of the twenty most promising architecture firms from around the globe. 

You can follow Trias on Instagram at @trias.studio

Jared Kettle and Jacob Williams are from Cheer Squad Film Co, a video production company who many of you will know for their work with The Local Project YouTube channel, having shot popular project features with John Wardle Architects, YSG, Flack Studio, Room11 and many more.

In this episode, we discussed:

• The advantages of interview based film as a way to tell captivating architectural stories, and how video allows viewers to experience what a building truly feels like as light and weather conditions change.
• What happens behind the scenes when you’re making a project feature film, and what to expect as an architect if you’re thinking about having a film made for one of your projects.
• Why film should be viewed as a long-term investment, and the many ways you can use video as part of your marketing mix.
• How architects can explore brand partnerships with suppliers, builders and consultants to help share the cost of video production.

If you’d like to learn more about Cheer Squad and you can visit cheersquad.com or follow @cheersquadfilmco on Instagram.

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Nic Granleese is a registered architect, architectural photographer and co-founder of Bowerbird.io - a digital app that helps hundreds of architecture firms all over the world to get their work published.

On this episode, we discuss publishing and marketing architecture, building a brand over time, growing your firm like it's a startup.

 
You can sign up for Bowerbird at Bowerbird.io, or download the Bowerbird 17-part podcast on the itunes store.

Phillip Arnold is the director of Plus Minus Design, a Sydney-based practice founded in 2007.  Phillip is a sole-practitioner who works on a variety of complex projects, often in collaboration, and has given lectures in Sydney and Seoul, as well as teaching design studios and history at UNSW, UTS and Western Sydney University. He recently learned that he, along with CO_AP, Studio JEF and TARN, won the competition for the Sculpture Garden at the National Gallery of Australia.

If you’d like to learn more about his studio, you can visit plusminusdesign.com.au or follow him on Instagram @shftoptplus.

Office Talk is hosted and produced by Office D.SHARP, a strategic marketing and brand strategy practice for architecture. We work collaboratively with clients across the world. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Thank you to Programa for sponsoring today’s episode. Visit programa.design/officetalk to start for free and save 25% on annual plans.

This episode of Office Talk was edited and engineered by Oscar Crawford.

Ben Mitchell is a Co-founder and Director at THOSE Architects, an architecture practice with studios in Sydney and Byron Bay.

In this episode, Ben and I discussed:

• Why it's essential to see marketing as a cumulative effort, rather than focusing too much on any individual successes.
• How to understand the mindset and worries clients have at the beginning of the journey.
• What it means to be a ‘curator’ of a brand, and how it frees Ben and the team up to delegate some of their marketing to external consultants.
• How architects who aren’t natural self-promoters can still take a positive and productive approach to marketing.
• How to explain architecture clearly by thinking about simple first principles of design.

If you’d like to learn more about THOSE, you can visit thosearchitects.com.au or follow them on Instagram at @thosearchitects.

If you enjoyed this episode of The Architecture Firm Marketing Podcast, please leave a rating, write a review, and subscribe. It helps other architects to find the show and benefit from these conversations, so I really appreciate it.

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 30-minute gifted consultation to discuss your marketing situation.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

Warwick Mihaly is the director of Mihaly Slocombe and writes about the culture, practice and business of architecture on Panfilo.

I’m excited to share this interview with Ben Morgan, an expert on architectural journalism and the co-founder of Bowerbird. Bowerbird is a platform for architects and interior designers to upload projects and share them with the media. In this interview, Ben shares loads of helpful insight and advice for architects.

Much of the conversation revolves around how architects can get into mainstream media, the need to inform the public on the value of good architecture, how to talk about yourself and your projects, and what to do to connect with editors and freelancers.

Ben shares his idea of the “continuum of unique and sexy,” meaning that journalist interest is piqued when your work is either unusual or beautiful. He also notes that architects should be thinking about content throughout the entirety of a project, consistently do PR and marketing work, and give as much information to journalists as possible (including information about clients and budgets when possible!).

As you tell your story in a genuine way and faithfully chip away at marketing, architectural media and marketing will slowly but surely become less daunting.

Connect with Ben: The Bowerbird Podcast: https://www.bowerbird.io/kits/2021-bowerbird-podcast Bowerbird Website: https://www.bowerbird.io/

In this special Q&A episode, I give my take on questions you've sent into the podcast, covering topics such as:

• You know you need to figure out your firm's 'message', but where do you start? And who can help?
• Many architects are struggling to find time for marketing during the pandemic. What should you do if you only have one hour each week to work on marketing?
• When it comes to copywriting for your website, is it okay to adopt a friendly, personable tone when it seems like every other firm is boring and aloof?
• You've identified a commercial sector you want to generate work in, but how do you build your network and win your first clients?
• Posting on social media can be stressful. How do you overcome that Instagram anxiety?

If you have any marketing questions, please send them to me at dave@vanityprojects.com and I'll answer them on the next Q&A episode.

Anna Dutton is a co-director of Bower Architecture, a Melbourne-based practice who are known for creating timeless, memorable and inspirational homes—while also making the journey and client experience as exciting, rewarding and comfortable as possible.

In this episode, Anna and I chatted about:

• How Bower has figured out a crystal clear marketing message, and how they use it consistently across all their marketing platforms.
• How Anna has become more comfortable with marketing over time, and the simple changes she's discovered that have lead to big results.
• The process Anna takes to welcome new clients onboard, get them excited about the process and help them to understand the value of working with an architect.
• The unique customer personas Bower have developed that help them know exactly who they are talking to in their marketing.
• Why Anna asks the question "how can we help people" when developing Bower's marketing strategy.

If you’d like to learn more about Bower Architecture, you can visit bowerarchitecture.com.au or follow them on Instagram at @bowerarchitecture.

If you enjoyed this episode of The Architecture Firm Marketing Podcast, please leave a rating, write a review, and subscribe. It helps other architects to find the show and benefit from these conversations, so I really appreciate it.

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 30-minute gifted consultation to discuss your marketing situation.

Jennifer Crawford is a registered architect who helps hundreds of people to make the right decisions when building a new home or renovation through her business, Our New Home Coach.

You can follow Jennifer on Twitter at @ournewhomecoach or visit her Facebook page Our New Home Coach to stay in touch.

Catrina Stewart and Hugh McEwen 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, AJ 40 Under 40 and RIBAJ Rising Stars.

Catrina Stewart and Hugh McEwen 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, AJ 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.

Ben Peake is an Associate at Carter Williamson Architects, a prominent 18-person practice in Sydney known for playful, clever and crafted architecture.

In this episode, Ben and I chatted about:

• How the practice has developed a niche for itself over time, and the vital role the practice's past clients play in generating positive word of mouth.
• Why the practice believes in being a part of the conversation, contributing to the profession, and advocating for a better built environment at every level of government.
• The reasons Ben believes it's important to have a varied approach to marketing in order to reach a wide variety of clients, from alternating between different photographers, to hiring videographers to create project films, to exploring a broad mix of awards and media opportunities.
• How the practice has divided up different marketing responsibilities across the team, as well how they've designed their sales process for new residential clients.

If you’d like to learn more about Carter Williamson, you can visit carterwilliamson.com.au or follow them on Instagram at @carterwilliamson_architects. You can also follow Ben on Instagram at @benpeake.

If you enjoyed this episode of The Architecture Firm Marketing Podcast, please leave a rating, write a review, and subscribe. It helps other architects to find the show and benefit from these conversations.

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 30-minute gifted consultation to discuss your marketing situation.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

Glen Chamberlain and Pom Kimber are from Chamberlain Architects, a high-end residential practice based in Melbourne.

In this episode, we discussed:

• The importance of working with the best photographers, stylists, visualisation artists and copywriters, and why they believe investing significantly to create compelling project content is worth the cost.
• How Instagram has been integral to the studio’s growth, but why they see attention moving to new channels going forward.
• Why the studio believes being helpful, educational and taking stress off the client is a key point of difference in the eyes of potential clients, no matter their budget.
• How the launch of Ruum, their new business that offers limited edition home designs with fixed upfront project costs, has revealed surprisingly effective marketing strategies that can be applied to the typical architecture practice as well.

If you’d like to learn more about Chamberlain Architects, you can visit chamberlainarchitects.com.au or follow them on Instagram at @chamberlainarchitects.

You can also learn more about Ruum at ruum.com.au, or at @ruum_living on Instagram.

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.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

Lachlan Nielsen and Morgan Jenkins are the directors of Nielsen Jenkins, a multi-award winning architecture practice from Brisbane, Australia.

In this episode, Lachlan, Morgan and I discussed:

• How the two directors combined their backgrounds in architecture and construction to create a practice with an emphasis on buildability, assembly, and doing things efficiently.
• How the studio has developed a broad range of interdisciplinary service offerings that help their clients to achieve more within the constraints of their budget.
• What the studio focuses on when developing a creative brief for their project photography; from capturing an honest and realistic view of the site, to tailoring their photography style to compliment the local climate, and stripping the images back to accentuate the big ideas behind each project.
• How they structure their fees, project team, and staff resources to be able to do award winning work on small budget projects, while also having the capacity for larger budget projects.
• Why the studio has developed a range of innovative first steps for new clients, such as a fixed fee concept package, a new client welcome pack, a waitlist and deposit system; and how these systems have helped them to see more projects through to the end and filter for better quality clients.

If you’d like to learn more about Nielsen Jenkins, you can visit nielsenjenkins.com. You can also follow the studio on Instagram @nielsen.jenkins.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Joining me on the podcast today is James Murray, a director at TANDEM design studio, a medium sized architecture firm with offices in Melbourne and Brisbane.

James and his colleagues have recently launched a podcast series focused on public markets (the ones that sell food, not shares in companies). They've also begun writing and sharing detailed articles on pre-fabricated building technology, housing affordability, the future of shopping centres - and other topics they have first-hand experience in from their architectural projects.

While it's still early days for TANDEM's thought leadership content, I wanted to speak to James and get a look behind the scenes of how it's made, how the COVID-19 pandemic spurred them into taking their marketing seriously, and how architects can build an audience of potential clients who place a value on their knowledge, and not just their design skills.

If you're looking for new ways to market your firm, but you have trouble unlocking your expertise and packaging it in a way that can be shared freely with potential clients, then you'll get a lot ideas and motivation from this conversation with James.

If you'd like to learn more about James and TANDEM Design Studio, you can follow these channels: - Website: https://www.tandem-studio.net/​ - Instagram: https://www.instagram.com/tandemdesignstudio/ - Linkedin: https://www.linkedin.com/company/tandem-design-studio/

You can also listen to the podcast by searching for TANDEM TALKS: The Public Markets Podcast on your podcast app.

https://tandem-talks-the-markets-podcast.simplecast.com/

Lauren Li is the director of Sisalla, a Melbourne-based interior architecture and design studio. You can follow Sisalla on Instagram at @sisalla_interior_design

Jeremy McCleod is the co-founder and design director of Breathe Architecture, one of Australia’s most awarded sustainable architecture practices. Jeremy is also the co-founder of Nightingale Housing, a not-for-profit organisation building apartments that are socially, financially and environmentally sustainable.

In this episode, Jeremy and I spoke about:

• Why Breathe has always doubled-down on their sustainable design niche, and why Jeremy believes you only need to speak to 1% of the market to attract a high volume of values-aligned clients.
• How Breathe adjust their message for their different client segments, from developers, to homeowners and superannuation funds–based on the unique needs of each group.
• Why every big organisation has at least one champion for sustainability, and the unexpected places architects can find them.
• Why a major setback with Nightingale in 2015 that left Jeremy crying on his bathroom floor turned out to be the project’s biggest marketing breakthrough.
• The opportunities Jeremy sees for architects to engage with society’s biggest issues, from electrification, to reconciliation, to increasing the share of homes delivered by architects beyond 3%.

If you’d like to learn more about Jeremy, you can visit breathe.com.au or follow them on Instagram @breathearchitecture.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and Director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients. Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Rion Willard is the host of the Business of Architecture UK Podcast, where he interviews successful UK-based architects on the secrets for running a profitable and impactful architecture practice.

In this episode, we discussed:

• Why it’s essential to develop a positive mindset around marketing and sales, and why viewing marketing as an extension of your design process will help you to enjoy it more and make it easier to prioritise in your busy schedule.
• Why it’s a good idea to develop your personal brand as an architect, and how Rion would approach it if he was starting from scratch today.
• The challenges architects face when we get too busy, and what you can focus on today to prevent these issues from overwhelming your firm in the months ahead.
• How to ensure you're developing your strategic long-term vision for your practice, rather than just reacting to day-to-day issues and demanding clients.

If you’d like to learn more about Rion and his work, you can visit businessofarchitecture.com, follow @businessofarchitectureuk on Instagram, or subscribe to the Business of Architecture UK podcast on Apple Podcasts, Spotify, or YouTube.

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.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

Liam Eastop is the director of Eastop Architects, an architecture and interiors practice based in Melbourne.

Eastop Architects was founded by Liam Eastop in 2017 following his extensive practice experience working on award winning residential, commercial & urban design projects. Liam graduated with a Master of Architecture from Monash University, receiving the ‘Roderick Macdonald Scholarship’ for design excellence and has since spent several years teaching and presenting lectures at both Melbourne University and Monash University.

In this episode, Liam and I discussed:

• His approach to project photography, from shooting the studio's first projects on a tight budget, to their current process which involves deep collaboration and planning with photographers and stylists, custom furniture pieces, and carefully planned landscaping.
• How the studio embraced speculative drawings, images and renders to convey the practice's design approach and interests in the early days of the practice before they had completed built work.
• The importance of setting firm creative boundaries with clients in order to create a strong and clear body of work, and why Liam prefers to work with clients who have done their research before approaching an architect.
• How Liam has created a clear and considered brand identity by developing gold standards for all public-facing images, text, graphic design and drawings. 

If you'd like to learn more about Eastop Architects, you can visit their website at eastop.com.au or follow them on Instagram at @eastop_architects.

This episode of Office Talk is sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Visit officedavesharp.com to learn more.

If you have any marketing, brand and business questions you would like me and my guests to discuss in future episodes, please send them to info@officedavesharp.com.

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.

Mat Barnes is the director of CAN, a young UK-based practice whose unique and expressive projects have seen the studio awarded the RIBA Rising Star Award in 2021, and the RIBA London Award for the Mountain View house in 2022.

In this episode, we discussed:

• The benefits of raising your profile within the industry as a springboard to working on bigger public project teams.
• Why Mat looks outside of architecture for design and business inspiration, and how this helps him to take a differentiated approach to his social media, marketing and photographic style.
• How Mat uses weekly email and Instagram outreach to grow his professional network and discover new project opportunities for the studio.
• The press and photography strategy Mat follows to ensure his projects are reaching the right audience of potential clients.
• Why encouraging clients to feel safe expressing their unique personality and tastes in their project can make the architect’s job of marketing the finished project so much easier.

If you’d like to learn more about Mat and the studio, you can visit can-site.co.uk or follow @can_agram on Instagram.

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

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.

Nic Brunsdon is the director of Post- Architecture and runs Spacemarket, an organisation that pairs useful people with disused spaces. He won the 2015 national Emerging Architect prize.

You can follow Nic on Instagram at @post_architecture

Stuart Vokes and Aaron Peters are the Directors of Vokes and Peters, a Brisbane-based practice founded in 2015 that has produced a significant body of award-winning projects across Australia.

In this episode, Stuart, Aaron and I discussed:

• Why the studio believes engaging with the profession, and immersing themselves in their passion for architecture through books, travel and teaching, have contributed to a more sustainable and quality design practice.
• How Aaron and Stuart value the role of the ‘caring critic’ in their partnership, and why they believe it’s essential to have honest feedback to continue improving and growing as an architect.
• Why the studio focuses on writing, essays, and an upcoming book as helpful processes for clarifying their thinking, reflecting on their work and attracting like-minded clients.
• The reasons the practice has lost interest in Instagram over time as the platform has moved from being a place to socialise and share ideas, to just another channel for promoting finished project images.

If you’d like to learn more about Vokes and Peters, you can visit vokesandpeters.com. You can also follow Stuart on Instagram at @stuart_vokesandpeters and Aaron at @aaron_vokesandpeters. 

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Derek Swalwell is one of Australia’s most respected and widely published architectural photographers.

In this episode, Derek and I discussed:

• His analysis of the different trends and fashions he’s seen come and go in architectural photography and the design media during his career, and his insight into the direction the industry might be heading today.
• The common mistakes architects make when it comes to photoshoots; and what practices can do to ensure their shoots runs smoothly and they get the most out their photographer.
• The big question: What is the most important area for architects to focus on with their photography strategy; Magazines, awards or social media? Derek reflects on what his industry leading clients prioritise when briefing him for their project shoots.
• Why Derek recommends architects engage a professional stylist for their shoots, and how he thinks about the return on investment professional photography and styling can generate for practices.

If you’d like to learn more about Derek, you can visit derekswalwell.com. You can also follow Derek on Instagram @derek_swalwell.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch.

This episode was supported by our legendary sponsors. 

• ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.
• Mast Furniture is an established furniture design and manufacturing company based in Brisbane. In operation for 10+ years, Mast has built a national and international reputation for producing high quality, technically challenging furniture. Visit mastfurniture.com.au to learn more.

David Welsh is a director of Sydney-based practice Welsh + Major, who are known for their creative and rigorous approach to public, residential and commercial projects. David is also a prolific architectural writer, with his words appearing in the top architectural magazines on a regular basis.

In this episode, we discussed:

• How the studio was able to win their first public projects in the early years of the practice by reaching out to potential clients.
• Why it’s important to get comfortable talking about yourself, what you can do, and what you want to do—so that potential clients can keep you in mind for future projects.
• Simple tips to help you find an interesting story within your projects, and why storytelling and words can help you stand out from the crowd.
• How Welsh + Major were able to clarify their message down to “We are modern-ish architects” and why it’s been successful in attracting new clients to the studio.
• The reasons behind Welsh + Major’s recent rebrand, the costs involved, and how the process helped them to notice and address weaknesses that had been holding the practice back.

If you’d like to learn more about David and the studio, you can visit welshmajor.com or follow @welshandmajor on Instagram. 

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Nikita Morell is a copywriter and marketing strategist for architects. In this special Q&A episode, Nikita and I answer your questions about copywriting, websites, projects descriptions, about pages and much more. 

In this episode, Nikita and I chatted about:

• The mistakes architects make time and time again with their website copy.
• The key difference between copywriting and other types of architectural writing that you need to be aware of.
• The steps Nikita takes to help figure out your point of difference, and how interviews with past clients can be helpful in figuring out your practice's strengths.
• How to approach your copy when your practice works across multiple sectors.
• The best way to approach project descriptions on your website.
• What to put on your about page, and why it's important to talk about what your practice believes in or stands for.
• Simple tips to help you write with a more human tone of voice.
• Why it's important to talk about your process, and explain it in your own terms.

Examples mentioned during this episode:

• SDA Architecture
• MOS NYC
• Scarinish Studio
• Runcible Studios
• Shaw & Shaw Architects
• Office S&M
• Built To Sell by John Warrillow

If you’d like to learn more about Nikita, you can visit nikitamorell.com or connect with her on Linkedin. You can also join the waitlist for Nikita's next SiteSmart cohort.

If you enjoyed this episode of The Architecture Firm Marketing Podcast, please leave a rating, write a review, and subscribe. It helps other architects to find the show and benefit from these conversations.

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 30-minute gifted consultation to discuss your marketing situation.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

William Smart is the founder and creative director of Smart Design Studio, a 40-person practice based in Sydney.

In this episode, we discussed:

• The challenges that William and the team faced as the practice grew, and why William found hiring a skilled general manager early in the journey was key to their success.
• How William was able to win his first multi-residential projects, and William shared his tips for getting your foot in the door in this highly competitive space.
• Why it’s important to build a profile in the industry with a broad marketing strategy, and not just focus on reaching the next client.
• How William thinks about the studio’s unique selling points, and why it can be a good thing for an architect to have a signature approach that ties their projects together.
• Why it’s important for architects to spend time educating their clients about design, and how we, as a profession, can better engage with the public and promote the value of what architects do.

If you’d like to learn more about William and the studio, you can visit smartdesignstudio.com, follow the studio on Instagram at @smart.design.studio or follow William at @williamsmart.

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.

Hannah Tribe is the director of Tribe Studio Architects, a 20-year-old Sydney-based practice known for their playful and expressive approach to residential and community projects.

In this episode, Hannah and I discussed:

• How she has designed her business to run efficiently and profitably, from a focus on gradual and sustainable growth to succession planning and delegation, and the hires she has made to help her focus her time on the studio's projects rather than administration.
• Hannah's insights into how residential clients experience the design journey, from their initial sense of overwhelm to their enjoyment of the design process as an act of self-expression of their personality and goals for their lives.
• Why Hannah believes that her studio doesn't have a house style, but instead a few key areas of interest that tie their projects together, and her thoughts on why some projects that embody these values tend to resonate more with potential clients than others.
• How Hannah has approached public speaking in front of audiences of non-architects, and how speaking has been a valuable opportunity for her to clarify her thinking, engage with peers, and get the general public excited by design and creativity.
• The difficulties small but experienced practices like Tribe face in winning government and public projects, despite their track records in other sectors, but how this is becoming easier as councils like the City of Sydney push for small practices to be included in public procurement processes.

If you'd like to learn more about Tribe Studio, you can visit tribestudio.com.au. You can also follow the studio on Instagram @tribestudio_.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch.

This episode was supported by our legendary sponsors. 

• ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.
• Mast Furniture is an established furniture design and manufacturing company based in Brisbane. In operation for 10+ years, Mast has built a national and international reputation for producing high quality, technically challenging furniture. Visit mastfurniture.com.au to learn more.

Bankston has kindly supported today’s episode of Office Talk to discuss Hemispheres, their latest architectural collaboration.

To discuss the new collection, we are joined by Steve Bradley of Bankston architectural hardware, and Nicko Elliott, a principal of CIVILIAN, a New York-based design studio he founded with his partner Ksenia in 2018.

The Hemispheres collection follows the success of Bankston's architectural collaborations Casts with Edition Office and Super Collection with Sans-Arc.

The 10-piece collection marks a departure from conventional architectural hardware featuring bold geometries, striking finishes, and innovative functions, reflecting a shared ambition to elevate the ordinary. The collection title, Hemispheres, not only references a central dome motif within the range, but also symbolises the collaboration’s global nature—Civilian in the Northern Hemisphere and Bankston in the Southern Hemisphere. This title encapsulates the essence of the partnership, emphasising a shared design ethos transcending geographic bounds.

If you would like to learn more about the Hemispheres collection, you can visit Bankston.com, or follow them on Instagram at @bankston_architectural. Civilian is also on Instagram at @civilianprojects, and their website is civilianprojects.com.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Oscar Crawford.

Michael McCormack is the Managing Director of Milieu, a creative property development company based in Melbourne. Milieu are known for their award-winning projects such as Napier Street by Edition Office, Whitlam Place by Freadman White and Breese Street by DKO and Breathe Architecture.

In this episode, Michael and I spoke about:

• How Milieu commissions a broad range of content such as photography, film, modelmaking and graphic design as the foundation of their marketing and content strategy.
• The qualities Michael looks for in an architecture practice they are considering for one of their multi-residential projects.
• Why Michael believes it’s important to tell the stories of their project occupants years after they have moved in, rather than just focusing on the perfect image once the project is completed.
• The steps Milieu took to better understand their values as a company, and how they communicate that to the public through their marketing.

If you’d like to learn more about Milieu, you can visit milieuproperty.com.au or follow them on Instagram @milieuproperty

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Jonathan Richards and Kirsten Stanisich are the directors of Richards Stanisich, a 20-person interior design and architecture practice based in Sydney.

In this episode, Jonathan, Kirsten and Dave discussed:

• The journey of establishing the new Richards Stanisich brand after 15 years operating as SJB Interiors Sydney.
• The strategic challenge of designing a new brand that could convey a sense of experience, stability, maturity, and knowledge.
• The importance of a consistent and creative approach to project photography, emphasising depth, mood, and richness in their work.
• Their thoughts on fostering long-lasting client relationships, and the importance of repeat business and referral from existing clients.
• The evolving definition of luxury in the Australian residential market, focusing on uniqueness, longevity, and personalisation over extravagance.

If you'd like to learn more about Richards Stanisich, you can visit their website at richardsstanisich.com.au or follow them on Instagram at @richards_stanisich.

This episode of Office Talk is sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Visit officedavesharp.com to learn more.

If you have any marketing, brand and business questions you would like Dave and his guests to discuss in future episodes, you can send them to info@officedavesharp.com.

Neil Hugh Kenna and Lillian Lim are the Directors of NHO, a brand strategy and marketing agency who specialise in design and the built environment. Some of the clients NHO manages include Milieu, Fieldwork, Mim Design, Daniel Boddam Studio, The National Gallery of Victoria and Melbourne Design Week.

In this episode, Neil, Lillian and I discussed:

• A high-level introduction to brand strategy, from the benefits of investing the time to explore what your brand is about, to the types of questions NHO ask their clients to help them unearth unique insights.
• Why it’s essential to figure out your brand strategy before making tactical decisions about your marketing, social media and digital presence.
• How a brand strategy document can be used to help you make a variety of important decisions in your practice, from hiring to your annual reviews.
• The importance of consistency and a curated quality to your marketing, website and social media–and why practices should think carefully about the projects they show on their website.
• An in-depth look at how NHO approach the PR process, from setting clear objectives, deciding on focus projects, managing stakeholders such as consultants, builders and clients, and finally their thoughts on how to select the right mix of publications to align with your goals.

If you’d like to learn more about NHO, you can visit nho.agency or follow them on Instagram @nho.agency.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and Director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Amanda is an experienced journalist and was the editor in chief of Building Design from 2006 to 2013. After BD, Amanda launched Archiboo, and events and content platform focused on inspiring architects to engage with the public in a richer way through their digital channels. Amanda has run the Archiboo awards every year since 2016, which now has 13 different categories such as best use of social media, best written content, best use of video and the activism award for architects pressing for change on issues such as inequality, diversity and the climate crisis.

In this episode, we discussed:

• Why people are losing interest in picture-perfect architecture porn, and what opportunities that creates for architects to show a bit more depth and vulnerability in their communications.
• Why you should set aside a portion of your marketing budget for activities and content that will help the general public understand the value of what architects do, even if it isn’t targeted directly to potential clients.
• How architects can use writing, podcasts and video to tell the stories behind their projects in new and exciting ways.
• How Amanda would allocate her marketing budget if she was starting an architecture firm today.

If you’d like to learn more about Archiboo and enter your practice into the 2022 Archiboo Awards, you can visit archibooawards.com or follow them on Instagram @archiboolive.

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

John Wardle and Jasmin Williamson are partners of Wardle, a highly recognised Gold-medal winning practice known for creating extraordinary buildings and places that matter.

In this episode, John, Jasmin and Dave discussed:

• The practice’s evolution from the early days of small, but highly considered residential projects, to the broad range of sectors and scales they work in today.
• Their process in pitching for work when entering into new sectors, and how they identify the right ideas and details from other projects to draw upon to inspire potential clients.
• Why John believes that not having previous built experience on a project typology can be advantageous for the client, but can also come with challenges when competing against efficient specialist practices.
• The thinking behind the rebranding of the studio and the decision to shift the focus from John to the other partners, who each bring a different voice to the practice.
• Their recent expansion into the Sydney market, and how a practice like Wardle goes about building relationships and brand awareness in a short space of time.

If you'd like to learn more about the studio, you can visit wardle.studio or follow the studio on Instagram at @wardle.studio.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

This episode of Office Talk is supported by Mast Furniture. Mast is an established furniture design and manufacturing company based in Brisbane. In operation since 2012 and climate-neutral certified since 2021, Mast has built a national and international reputation for producing original furniture of the highest quality. For Mast, the phrase ‘Good Design, made right’ embodies who they are, what they do and what they’d like to achieve. Mast values enduring design, taking their time to develop well designed products both in house and in collaboration with established and upcoming designers. With all of their furniture being produced from their Brisbane workshop and made to order, the majority of their range is able to be customised in material, size and finishes to suit specific projects and spaces in both residential and commercial environments. To learn more about Mast, visit mastfurniture.com.au or check out their instagram @mastfurniture.

Eva-Marie Prineas is the director of Studio Prineas, a 6-person residential architecture and interiors practice based in Sydney, Australia.

In this episode, Eva-Marie and I discussed:

• How the studio attracts like-minded clients through a mix of clear and focused messaging, transparent values, repeat business and in-person events.
• The strategy Eva-Marie has taken to selecting architectural photographers, and why she believes images with emotion, as well as a bit of mess and realism, make projects seem a lot more liveable and desirable.
• Why Eva-Marie feels that high-pressure developer-led projects aren’t a viable avenue for her practice.
• How Eva-Marie knew the time was right to employ a Practice Director, how the role has developed over time, and why she believes it’s important for her to free herself up to spend more time working on the projects.
• How Eva-Marie has become more comfortable with speaking in public about her work and her practice, and how being engaged in the profession has helped her to grow as an architect and business owner.

If you’d like to learn more about Studio Prineas, you can visit studioprineas.com.au. You can also follow the studio on Instagram @studioprineas. 

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Matt Goodman is the director of MGAO, an architecture firm based in Windsor, Victoria.

Born the son of a concreter, Matt was exposed to the workings of the construction site from a young age, working with the materials and tools first hand. These experiences imbedded a deep appreciation for the history and beauty of the ever changing Australian landscape and a strong respect for the hard labour and craftsmanship required to produce even the simplest building.

Matt's gram-worthy renders and win by pitching mentality have helped him to build an enormous Instagram following and a lot of fantastic word of mouth - helping to take MGAO to the next level.

Adam Haddow is the Director of SJB, a multi-studio collective of experts in architecture, urban design, interiors and planning founded in 1976. 

Adam has been a Director of SJB’s Sydney studio since 2001, leading the practice in the development of multiple award-winning projects. He has recently been appointed the National President Elect of the Australian Institute of Architects, and his own home, 19 Waterloo Street, won the prestigious Robin Boyd Award for Residential Architecture in 2023. He first appeared on Office Talk in 2021, episode No. 37.

If you’d like to learn more about SJB, you can visit sjb.com.au or follow them on Instagram @aboutsjb.

Office Talk is hosted and produced by Office D.SHARP, a strategic marketing and brand strategy practice for architecture. We work collaboratively with clients across Australia and the world. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Thank you to Programa for sponsoring today’s episode. Visit programa.design/officetalk to start for free and save 25% on annual plans. You can also follow Programa on Instagram at @programahq.

This episode of Office Talk was edited and engineered by Oscar Crawford.

John has been shooting the majority of Australia’s significant buildings since starting his career in the 1960’s, and it’s a great privilege to have John on the podcast to share his unique perspective on the history of architectural photography, and where the profession finds itself today.

In this episode, John and I spoke about:

• How architectural photography has changed over the span of John’s career, in terms of how it’s commissioned, produced and distributed.
• How John uses the lessons of his early work in advertising photography to sell buildings in a way that architects can’t.
• John’s critique of the current trends in architectural photography, and concerns about the popular obsession with pretty pictures that don’t fully describe the building and the architect’s ideas.
• John’s predictions for the future of the architectural media.
• Why architects should remember to take a longer term or historical view of their architectural photography, and approach it in a way that will stand the test of time.

If you’d like to learn more about John, you can visit gollings.com.au or follow him on Instagram @johngollings.

This episode was hosted by Dave Sharp, a marketing consultant for architects. You can learn more about Dave here.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Jennifer McMaster is from TRIAS, a 7-person studio in Sydney known for their solid, simple and beautiful residential architecture.

In this episode, we discussed:

• How TRIAS have seen strong demand in the residential market for stripped-back, sustainable architecture, and how it’s helped the studio to stand out from their peers.
• Why Instagram has become a bit less important for TRIAS than it used to be, and what alternatives might be on the horizon to take it’s place in their marketing strategy.
• How TRIAS is planning to share their upcoming projects, and what they’re doing differently this time around in terms of photography, video and media selection.
• The slowness of the architectural process, and why it’s important to take the time to get the project photos and copy as perfect as they can be when it finally comes time to share the results of your hard work.

If you’d like to learn more about TRIAS, you can visit trias.com.au or follow them on Instagram at @trias.studio.

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.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

David Flack is the director of Flack Studio, a ten year old Melbourne-based practice of architects and interior designers renowned for projects that explore light, volume and materiality. Their work is published regularly in Vogue, Belle, Est and Architectural Digest, and David has recently been recognised as the Vogue Living Creative Of The Year, as well as the studio being listed in AD100, Est Living Esteemed 10, and numerous wins in the Interior Design Excellence Awards and Australian Interior Design Awards.

If you’d like to learn more about the studio, you can visit flack.studio or follow them on Instagram @flackstudio_.

Office Talk is hosted and produced by Office D.SHARP, a strategic marketing and brand strategy practice for architecture. We work collaboratively with clients across the world. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Thank you to Programa for sponsoring today’s episode. Visit programa.design/officetalk to start for free and save 25% on annual plans.

This episode of Office Talk was edited and engineered by Oscar Crawford.

Amelia Borg and Nicholas Braun are founders at SIBLING Architecture, an 18-person studio with offices in Melbourne and Sydney.

In this episode, we discussed:

• How self-initiated research projects have helped SIBLING to sharpen their design process, improve their visibility, and differentiate themselves from other architects.
• Why having a mix of small and big projects helps the practice to reach a broader audience, attract talent and have content to promote more regularly.
• The importance of strong branding, colour and injecting a bit of fun and personality into your marketing and social media, when architects can often take themselves too seriously.
• How the practice is able to look and sound consistent, even with four directors and projects spanning all sectors and sizes.

If you’d like to learn more about SIBLING, you can visit siblingarchitecture.com or follow them on Instagram at @sibling_architecture.

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.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

On this special Q&A episode, Dave answers architecture marketing and brand questions submitted by Office Talk listeners.

Dave shares his point of view on questions like:

• What’s the best way an architecture practice or publication communicate what they stand for?
• What is the best startup marketing strategy?
• Are there any AI tools that architects should be aware of, or that would assist with marketing and social media?
• How long does a practice need to market before a consistent number of enquiries is achieved?
• What marketing KPI's should an architect focus on?
• What is Dave's favourite architecture marketing case study?
• What is the best approach to maximise word of mouth referrals?
• What's the best way to consistently market when word of mouth referrals are currently keeping you busy?

You can submit your questions for Dave to answer on future episodes from our new Office Talk Slido page.

Mentioned in the episode: Office D.SHARP's list of frequently used architecture positioning words and associations.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch.

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 righT 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.

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.

Jim Stephenson, also known as ClickClickJim, is an architectural photographer and film maker based in the UK, who is known for his documentary approach to capturing architecture and human interactions. In this episode we talk about Jim's tips for working with a photographer, getting published, and using film to communicate your architecture and ideas.

In this episode, Jim and I chatted about:

• His practical advice for picking the right photographer for your project, timing your shoot, allocating your marketing budget, and how you, as the architect, can make life easier for your photographer.
• Jim's tips for getting your project published, how to select the right publications, and how to develop and maintain good relationships with the media.
• Why film is becoming more popular as a way to showcase your work and ideas, and the different types of films that you should be thinking about making, as well as the many creative ways architects can use and distribute film to promote your projects and your practice.

To learn more about Jim and his work, you can visit clickclickjim.com and follow him on Instagram at @clickclickjim

If you enjoyed this episode of The Architecture Firm Marketing Podcast, please leave a rating, write a review, and subscribe. It helps other architects to find the show and benefit from these conversations, so I really appreciate it.

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 30-minute gifted consultation to discuss your marketing situation.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

Aidan Anderson is the founder and editor-in-chief of The Local Project, an architecture publication known for celebrating extraordinary design to an inspired community.

In this episode, Aidan and Dave discussed:

• How The Local Project has evolved from an Instagram page Aidan used to share his favourite architecture and interiors while working as a furniture maker, to a 46-person media company with a category-leading YouTube channel, website, magazine and book.
• The importance of highlighting the humans behind architecture, ensuring the architect or homeowner is front-and-centre, and how this narrative-driven approach has been key to the success of their well-known project films.
• Why Aidan believes architectural print is far from dead, and the thinking behind the launch of a magazine that has the qualities of a book, designed to be kept and displayed.
• What’s next for The Local Project, and why Aidan is excited about the potential for new forms of educational content that teaches the public about the thinking behind great architecture.

If you'd like to learn more about the publication, you can visit thelocalproject.com.au or follow them on Instagram at @thelocalproject.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

Patrick Kennedy and Rachel Nolan are the directors of Kennedy Nolan, a Melbourne-based practice known for their approach to built form, contextual response and a close relationship with landscape.

In this episode, Patrick, Rachel and Dave discussed:

• How they reject the negative associations around following design trends, and instead embrace the idea that their projects are reflective of their time and place, and will eventually date as tastes change.
• How having a strong workplace culture that encourages having a life outside of architecture gives them the energy and inspiration to come up with new ideas.
• The important considerations they make about the best way to photograph a project to enter into awards and media, and how to create images that will better communicate ideas to clients.
• How the strength of their brand has helped them move into larger scale projects such as Nightingale Leftfield and a 16-storey hotel building currently under construction.
• Why blurring the lines between architecture and interior design has helped their projects to feel more emotionally engaging, both in person and in images.
• The value of being an active participant in award programs from the very start, and the positive impact winning an award for their first project had on their practice.

If you'd like to learn more about their studio, you can visit kennedynolan.com.au or follow them on Instagram at @kennedy_nolan.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. Our practice works collaboratively with clients across the globe. To learn more about our process and book a consultation to discuss your practice, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

Millie Anderson and Jimmy Carter are the directors of Office MI-JI, a Melbourne-based practice founded in 2021 when Millie and Jimmy returned to Australia after work and teaching London and Chicago. With a clear motto of “do good work”, the practice is known for simple, quiet architecture that defines a clear relationship with its context and clients. Since 2023, the practice has been recognised in a number of awards programs for their AB House, including wins in the AIA state and national awards, The Local Project’s Emerging Designer awards, and Architectural Record’s international Design Vanguard award.

If you’d like to learn more about the studio, you can visit mi-ji.com.au or follow them on Instagram @office_mi.ji.

Office Talk is hosted and produced by Office D.SHARP, a strategic marketing and brand strategy practice for architecture. We work collaboratively with clients across the world. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Thank you to Programa for sponsoring today’s episode. Visit programa.design/officetalk to start for free and save 25% on annual plans.

This episode of Office Talk was edited and engineered by Oscar Crawford.

Antony Martin is the director of MRTN Architects, a small residential architecture firm based in Melbourne, Australia.

During this conversation Antony and I discuss the importance of mapping out specific client segments and personas before embarking on a marketing strategy. We discuss the reasons Antony hires a range of well-known architectural photographers, and how they help promote his practice online and in the media. And finally we learn about Antony's latest marketing project, a series of essays that will help the firm to connect with prospects earlier on in the research phase.

Throughout the conversation Antony explains the long and winding journey a client goes on from first considering changing their housing situation, to the the day they walk into his studio. He shares practical ideas of how we, as architects, can structure out communication strategy to fit with the client journey, and how that can help to garner the interest of enthusiastic, engaged and adventurous clients.

If you'd like to learn more about MRTN's work, you can connect with Antony on the following channels:

• Website: https://mrtn.com.au/
• Instagram: https://www.instagram.com/mrtn_architects/

Nic Brunsdon is an architect based in Perth, Western Australia.

Nic first appeared on this podcast in 2017, in fact, he was my very first guest. I was super keen to get Nic back on for another episode, because he’s been on an absolute roll the last fear years.

His most recent built projects, The Tiing, a resort in Bali, North Perth House, and now East Fremantle House – have won a pile of national and international awards, and been featured in many of the major international architecture publications.

Nic has also re-designed his business from the ground up during this period. He’s renamed from Post- architecture to Nic Brunsdon, and started building up a team both locally, and internationally, to allow him to deliver projects all over the world.

In this interview, we discussed Nic’s approach to explaining his projects in simple, relatable ways both online and in the media. How he’s been able to use PR and social media to stimulate word of mouth and generate highly qualified leads. We also discussed Nic’s workflow for handling project enquiries efficiently, how he selects for his ideal clients, and how he structures his fees to reflect the value he brings to the initial phases of a project.

If you’d like to learn more about Nic and the projects we discussed during this interview, you can visit nicbrunsdon.com or follow him on Instagram at nicbrunsdon.

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.

Andrew Burns is the director of Andrew Burns Architects, a Sydney-based architecture firm. You can follow Andrew on Instagram at @bbbbburns

Jemima Retallack and Mitchell Thompson are the directors of Retallack Thompson, a Sydney-based architecture practice seeking to create timeless and enduring architecture, interior and landscape design. 

In this episode, Jemima, Mitchell and Dave discussed:

• How to make the most of every project opportunity in the early years of practice, from realising that briefs and budgets will often expand and change from what clients present during the first meeting, to taking on smaller projects as a way to explore ideas, develop relationships or refine internal processes.
• Why Jemima and Mitchell believe that percentage-based fees can create an appearance of conflict of interest that can harm the architect-client relationship, impact the client experience and reduce potential referrals.
• The unexpected benefits of marketing to other architects; from valuable overflow referrals to collaborations with larger practices on public projects.
• What Jemima and Mitchell learned about achieving work-life balance from their experiences working in leading practices earlier in their careers, and how they have structured their practice to maximise both the quality of their work and the time they can spend with their kids.
• The negative influence Australia's real estate industry, with its emphasis on resale value, has had on the creative ambitions of residential clients. Jemima and Mitchell share how they encourage their clients to be brave with their homes, and worry less about future owners and more about their own enjoyment.

If you'd like to learn more about Retallack Thompson, you can visit retallackthompson.com or follow them on Instagram at @retallackthompson.

This episode of Office Talk is sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Based in Perth, the practice caters to a diverse range of clients around the world. Visit officedavesharp.com to learn more.

If you have any marketing, strategy and brand questions you would like Dave and his guests to discuss in future episodes, you can send them to info@officedavesharp.com.

Sophia Leopardi is a director of Williams Burton Leopardi, a leading architecture and interiors practice based in Adelaide.

In this episode, Sophia and I discussed:

• How the practice found a niche for itself bringing new life to Adelaide’s beautiful heritage buildings, while blurring the boundary between architecture and interiors.
• Why the studio does all of their architectural photography and styling in house, and how that’s contributed to the practice’s distinctive and consistent brand identity.
• How Sophia and her co-director David Burton navigated the retirement of the studio’s founding director, Robert Williams, and saw it as a catalyst to embark on a significant rebrand.
• Sophia shares why she believes buying and refurbishing the floor of an unloved heritage building in Adelaide’s city center, and turning into their office, was a pivotal turning point in the success of their practice.

If you’d like to learn more about Williams Burton Leopardi, you can visit designbywbl.com.au or follow them on Instagram @designbywbl. 

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Yasmine Ghoniem is the Director of YSG, a Sydney based studio known for their gutsy and adventurous interiors.

In this episode, Yasmine and I discussed:

• The marketing decisions that have helped YSG become one of Australia’s most popular and recognised design brands in less than two years.
• Why Yasmine invested heavily in highly customised branding and website design, even though her clients still primarily come from word of mouth.
• The steps the studio takes to get their projects published, and why it's important to take a broad and varied approach to publicity.
• How Yasmine has been offering advice on an hourly basis through a new platform called The Expert, and why she believes it’s important to make design advice available to more people.

If you’d like to learn more about YSG, you can visit ysg.studio or follow them on Instagram at @ysg.studio.

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 30-minute gifted consultation to discuss your firm's marketing situation.

This episode was supported by Bowerbird. Bowerbird makes it easy to submit your architecture to magazines, newspapers and websites. Visit Bowerbird.io to learn more.

Dominic Pandolfini is the director of Pandolfini Architects, an 11-year-old Melbourne-based practice known for residential and commercial projects that are strong in form and unsparingly detailed.

In this episode, Dominic and I discussed:

• The importance of making careful choices about photography, branding, and the kind of projects you put out into the world during the early years of the practice when marketing resources are scarce.
• Why Dom believes that short term marketing activities designed to generate leads quickly are a waste of time and counterproductive to attracting high quality projects and clients; and what he focuses on instead.
• How the studio has achieved distinctive look and feel as a brand, while also being careful to avoid pigeonholing the practice or alienating potential clients from engaging with the work.
• The new approach Dom is taking to photography to help the studio expand into high-end interior design media and potential clients.
• Dom’s point of view on the current state of the residential market in Melbourne, and how poor market sentiment is creating risks that residential architects need to plan for.

If you’d like to learn more about Pandolfini Architect, you can visit pandolfini.com.au. You can also follow the studio on Instagram @pandolfini_architects.

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch.

This episode was supported by our legendary sponsors. 

• ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.
• Mast Furniture is an established furniture design and manufacturing company based in Brisbane. In operation for 10+ years, Mast has built a national and international reputation for producing high quality, technically challenging furniture. Visit mastfurniture.com.au to learn more.

Scott Eldridge and Jeremy Anderson are the directors of of Eldridge Anderson Architects, a 4-person residential practice based on Victoria's Surf Coast.

In this episode, Scott, Jeremy and Dave discussed:

• Why they front-load so much effort into the sketch design stage of the design process, resolving much of the project details at this early stage and presenting a single, fully fleshed-out design idea to their clients.
• The benefits of slower, more mindful ways of practice like hand-drawing and physical modelmaking for refining clear design ideas, nurturing interest in and passion for practice, and injecting energy and momentum into the architect-client relationship.
• The ongoing debate over whether architects should put their personalities and design process out there for the world to see, or take a big step back and let the work speak for itself and allow the public to interpret the work in their own way.
• The idea of a less-but-better approach to marketing and communications, and why subtracting unnecessary elements and carefully considering what gets put out can give a practice a clearer and more potent brand identity.

If you'd like to learn more about their studio, you can visit eldridgeanderson.com.au or follow them on Instagram at @eldridge_anderson.

This episode of Office Talk is sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Based in Perth, the practice caters to a diverse range of clients around the world. Visit officedavesharp.com to learn more.

If you have any marketing, strategy and brand questions you would like Dave and his guests to discuss in future episodes, you can send them to info@officedavesharp.com.

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.

Amos Goldreich is the director of Amos Goldreich Architecture, a residential practice based in London.

In this episode, we discussed:

• The guerrilla marketing tactics that have helped Amos to convert great projects, including a setting up stall at his local farmer’s market, joining mums and dads groups on Facebook, and setting up an online consultation model that had over 100 bookings during the COVID lockdowns.
• How Amos is creating content to help break down the barriers between architects and the general public, such as a welcome pack to set expectations using clear and friendly language, and a recent short film about his studio to help build trust with potential clients.
• Why Amos believes it’s important take risks with your marketing, go outside your comfort zone, and how he has benefited from business, marketing and public speaking coaching in recent years.
• The Feasibility Study service Amos has designed for potential clients to allow them to get a feel for what it’s like to work with the practice, and the value an architect offers, before committing to the full process.

If you’d like to learn more about Amos, you can visit agarchitecture.net or follow @agarchitecture on Instagram. 

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.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

Iva Foschia is the director of IF Architecture, a 4-person architecture and interiors studio behind many well known Melbourne retail and hospitality spaces including Marion, Cutler & Co, Jardan, Baker Bleu, Attica and The Prince redevelopment in St Kilda.

In this episode, Iva and I discussed:

• The importance of setting and communicating clear boundaries for your clients, and why Iva believes it’s essential for architects to protect the value of their work and carefully track and charge for the time they spend on their client’s projects.
• How Iva has broadened the studio’s process and presentation structure beyond what’s traditionally offered by an architect to give her clients comprehensive advice on topics such as leasing opportunities, operations, brand identity and more.
• The benefits of working with hospitality and retail brands over the long-term, both in terms of the repeat business that comes as the client scales their brand and opens up new locations, as well as the efficiency of the process once a trusting working relationship is established.
• How Iva has designed a range of popular furniture products in collaboration with Grazia & Co, and her tips for other architects who are interested in exploring retail product design as a secondary revenue stream.

If you’d like to learn more about IF Architecture, you can visit ifarchitecture.com.au and have a look at their beautiful new website. You can also follow IF on Instagram @ifarchitecture. 

Office Talk is hosted by Dave Sharp, M.Arch—an architectural marketing expert and the director of Office D.SHARP, a practice providing specialised consultancy, marketing and PR services tailored to meet the particular needs of architects. Working as a sole practitioner, Dave employs a collaborative, conversational approach to his work, fostering long-standing relationships that yield tangible results for clients.

Visit officedavesharp.com to learn more.

This episode was supported by ArchiPro. ArchiPro showcases the best and latest in the architecture and building industry, and connects people with trusted trade professionals and products to suit their needs. Visit ArchiPro.com.au to learn more.

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.

Karen Alcock and Rachael McNally are from MA+Co, a 12-person Melbourne-based practice working on a mix of residential, multi-res and commercial projects.

In this episode, Karen, Rachael and I discussed:

• How the studio has fostered strong long-term relationships with developers, and their insights on ways architects can play a bigger and more impactful role in the development team.
• Their approach to finding the balance between development budgets and the enjoyment of future occupants by concentrating on designing low-cost moments of joy into every space.
• They reflect on their recent rebrand, and discuss the benefits of a website that is highly curated, both in terms of the number of projects presented, and the short memorable messages shown to visitors.
• How the brand refresh allowed them to look inward, communicate what is important to them as a practice, and gain a professional external perspective on their values and strengths.
• A close look at their recent Mori House, focusing on how commissioning two photography sessions of the one project allowed them to capture the house in both a raw form, and then as a lived-in home.

If you'd like to learn more about their studio, you can visit ma-co.au or follow them on Instagram at @ma_co.au.

This episode of Office Talk is sponsored by Office D.SHARP, Welcome to Office D.SHARP, a strategic marketing and brand definition practice for architecture. Based in Perth, the practice works collaboratively with clients across the globe. To learn more about our process and book a consultation to discuss your practice, simply visit officedavesharp.com.

Episode credits: Edited by Anthony Richardson of Simple Dwelling Studio. Engineered by James Ede of Be Heard. Cover illustration by Woshibai. Design by Studio Hi Ho.

Anthony Clarke is the director of 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.

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.

Anita Panov and Andrew Scott are the directors of Panov Scott, a Sydney-based practice known for their approach to ethical, sustainable and innovative architecture.

In this episode, Anita, Andrew and Dave discussed:

• How crafting personalised books about each of their projects has allowed them to form deeper relationships with their clients, better communicate ideas and articulate their values.
• How being quiet on Instagram doesn’t translate to a quiet practice, and how they have spent the time off social media designing their business to suit their desired lifestyle.
• The importance of ensuring that the perception of the practice, and how you communicate and engage with the community, is authentic to the personality of the people within the practice.
• The evolution of architectural photography over their careers, and the photography trends from the early years of their practice they see re-appearing today.

If you'd like to learn more about their studio, you can visit panovscott.com.au or follow them on Instagram at @panovscott.

Office Talk is hosted by Dave Sharp of Office D.SHARP, a strategic marketing and brand definition practice for architecture. We work collaboratively with clients across the globe. To learn more about our process and book a consultation, simply visit officedavesharp.com.

Today's episode of Office Talk was edited and engineered by Anthony Richardson of Simple Dwelling Studio.

Nick James and Michael Roper are the directors of Architecture Architecture, a 9-person Melbourne-based practice working on a mix of residential, education and social housing projects. 

In this episode, Nick, Michael and Dave discussed:

• How the studio transitioned from the early days of word-of-mouth enquiries, where building trust and confidence was key, to attracting clients through their built work and how that has allowed them to concentrate their messaging on themes of physical and psychological comfort.
• Michael and Nick reflect on how a broader sense of uncertainty in society since the GFC may be leading people to seek out architecture like theirs that evokes feelings of warmth, safety, and comfort; while also bringing a bit of joy and experimentation through colour and form.
• The steps Michael and Nick took to move from private residential to education and social housing, from establishing systems and processes, building relationships, studying the market leaders and developing new ideas through teaching design studios.
• The importance of timesheets and carefully planned systems and processes; and how it's helped Michael and Nick to better understand the finances and resourcing around their projects, avoid micromanaging the team, and give their staff greater autonomy and enjoyment by streamlining their project admin.

If you'd like to learn more about Architecture Architecture, you can visit architecturearchitecture.com.au or follow them on Instagram at @architecture_architecture.

This episode was sponsored by Office D.SHARP, a practice providing specialised marketing consultancy and strategy tailored to meet the particular needs of architects. Visit officedavesharp.com to learn more, or email info@officedavesharp.com if you would like to get in touch to discuss your practice.