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.

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.

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.

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.

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.

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.

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.

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.