How Can Architects Ditch the 'Starving Artist' Mentality and Design a More Profitable Future?

To kick off Season 12 of Practice Disrupted, Evelyn Lee returns from her term as AIA President with a special episode, turning the tables to be interviewed by Tyler Suomala, founder of Growthitect. In this candid conversation, they reflect on Evelyn's year of travel and leadership, discussing the often unseen advocacy work of the AIA and the disconnect between national efforts and local members' perceptions.

Evelyn and Tyler examine the core challenges facing the architecture profession, particularly the limitations of the traditional fee-for-service business model. They argue that the industry's "starving artist" mentality and reliance on slim margins are hindering innovation and the ability to offer competitive benefits such as parental leave. The discussion explores practical ways architects can capture more value, from rethinking "pre-design" and "post-occupancy" services to exploring subscription models for long-term building maintenance.

"You don't build your business first and then your life second. You have to build a business around the life that you want." - Tyler Suomala

Both leaders emphasize that transformation starts at the individual level. They challenge listeners to stop waiting for permission or industry-wide change and instead take ownership of their careers by raising fees, embracing new skills like sales and marketing, and carving out dedicated time for strategic thinking. Whether you are a firm owner or an emerging professional, this episode offers a roadmap for building a more sustainable, profitable, and human-centric practice.

Tyler Suomala is the founder of Growthitect, where he helps architects and designers master sales, marketing, and business development. After starting his own design studio early in his career and realizing the gaps in his business knowledge, Tyler pivoted to learn these essential skills in other industries. He is now dedicated to bringing those lessons back to the architecture profession, helping firm owners escape the "feast or famine" cycle and build thriving businesses.

This episode is for you if:

✅ You are frustrated by the "starving artist" narrative in architecture and want to build a more profitable business.

✅ You are curious about alternative business models, such as subscription services or productizing your expertise.

✅ You want to understand the value of national advocacy and professional organizations like the AIA.

✅ You are looking for strategies to balance design excellence with business operations and personal well-being.

✅ You are ready to stop waiting for the industry to change and start making moves in your own career today.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Connect with Tyler on LinkedIn
2. Follow with Tyler on Instagram
3. Learn more about Growthitect

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How can technology, innovation, and sustainable practices transform the architecture, engineering, and construction industry?

On this episode of Practice Disrupted, I chat with Dave Lemont, the past CEO of Revit and the Executive Chairman of Acelab with over 30 years of experience in high-tech startup companies. In our conversation, Dave shares his invaluable insights on scaling software companies, revolutionizing the architecture industry, and the massive potential in the future of digital tools.

First, Dave discusses how his passion for photography and architecture influenced his career path. He also highlights how his entrepreneurial mindset and desire to innovate the industry immensely helped him grow and lead his companies. Dave's expertise lies in identifying product-market fit and creating solutions that address broader market needs rather than niche segments.

As the executive chairman of Acelab, Dave is dedicated to revolutionizing material management in the AEC space, allowing architects to access sustainable building materials efficiently. He touches on the potential of these digital tools in architecture and explains why architects need to be engaged in the evolution of AI.

Architecture is an opportunity to do something for people in the world. Not all the software that I've managed or sold in my life had that potential impact. How this room feels affects me all day. Where you go to school, the efficiency of that building, and how our museums look or how we feel when we walk in – all of those things affect our lives. It's a privilege to be involved in technology that can make that more efficient. - Dave Lemont

To wrap up the episode, Dave shares his recommendations on building your pipeline and adjusting workflow to keep your business afloat amidst the ever-changing and often confusing landscape architects operate within. Dave also shares his perspective on bridging the gap between traditional architectural practices and digital innovation while advising young architects to use a grassroots approach to incorporate new technology into their companies.

Tune in next week for an episode about using people analytics to improve employee engagement.

Guest:

David Lemont

David Lemont is an accomplished business leader, go-to-market strategist, and advisor with over 30 years of experience in high-tech startup companies. David has extensive experience in SaaS business applications with keen expertise in construction tech. Helped five companies to successful exits to high-tech leaders such as Autodesk, Trimble, HP, Oracle, etc.

He is best known for his role as CEO of Revit; the predominant way buildings are designed in 3D today. Dave is currently the Executive Chairman of Acelab.

📍 Show Links:

Connect with Dave on LinkedIn

Explore Acelab’s free specification workflow tools

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What would an equitable future for LGBTQIA+ people look like? What’s the role of architecture in designing an equitable future?

Expanding our equity, diversity, and inclusion series, episode 117 explores the perspectives of LGBTQIA+ architects and designers working to create a more equitable future for all. One of the earliest episodes in this series, “Voices from the Future of the Profession,” episode 016, was recorded in 2020. Since that recording date, a number of anti-LGBTQIA+ bills and legislation have been passed across the United States - risking protections against discrimination on the basis of sexual orientation and gender identity. As architects and designers, we believe there is much more we can do to create safe and inclusive policies and spaces in the built environment and within our communities. We’ve invited leaders to share their stories and discuss what matters most in this moment of change.

Guest Moderator:

Dedicated to advancing equity, diversity, inclusion, and visibility of LGBTQIA+ architects, architecture adjacent, and design professionals, Sarah Nelson-Woynicz, AIA, is the Founder of Pride by Design. As a Project Architect with HKS, Inc in Atlanta, Georgia, Sarah’s professional practice focuses on commercial, mixed-use, and multi-family markets, while also amplifying and engaging in HKS’ justice, equity, diversity, and inclusion work. Sarah has served on the AIA Atlanta Board of Directors and currently serves at the AIA Young Architects Forum Advisory Committee, Community Director.

Guests:

Rajas Karnik is a Project Architect with over 20 years of varied project experience in urban design, transportation, commercial and residential buildings.

Raj grew up in India, where he was surrounded by a family of artists. As a child, he spent many days in his father's architecture office and felt it was his destiny to follow in his footsteps. He attended the Academy of Architecture in Mumbai, his father's alma mater, before moving to the United States to pursue his Master of Architecture at Texas A&M University. Raj believes a strong team drives a successful project. It's a combination of personality and communication, but mostly it's about respect. Architecture is one of the few professions where you are literally learning new every day—from different building parameters, to changing client needs and goals, and new consultant teams. He feels that you have to form personal relationships and learn from everyone, so treating everyone equally and with respect is most important.

Rajas is also the co-founder and Past President of Build Out Alliance, a non-profit organization that promotes and advocates for the LGBTQ+ community within the building design and construction industry. Through this group he helps create visibility for Out LGBTQ professionals and create a safe environment for them to celebrate who they are.

Beau Frail is a poet, artist, and architect. Beau is passionate about community-engaged design and advancing equity and justice, including within the LGBTQIA+ community. Beau has served on the Texas Society of Architects (TxA) Board of Directors, where he helped launch the EDI Committee, and on the AIA National Associates Committee. He helped start LGBTQIA+ Alliances at AIA Austin and AIA New York. Beau was honored with the 2020 TxA Presidential Citation and the 2018 AIA Austin Honor Award for Community Service. Beau was selected as a Next City Vanguard, an AIA Design Justice Fellow, and an Association for Community Design Fellow. While his poetry manuscript has been rejected by publishers many times, he remains steadfast and had the honor of being one of Rupi Kaur’s opening acts last year during her poetry world tour. He is a Project Architect at Fox Fox Studio and has his own consulting firm, Activate Architecture. He currently lives/works between Brooklyn, NY and Austin, TX.

K Kaczmarek is an interior designer who designs spaces by first considering the people who will interact with and use them. K works collaboratively with architects and built environment teams to create beautiful, barrier-free, inclusive spaces. As a member of the transgender and disabled communities, K is passionate about equitable design. They have a unique perspective on why spaces work well and which spaces could be improved to serve all potential users. K is particularly inspired by bold, vibrant interiors that promote thinking outside the box. Their recent project work has centered around designing with neurodiverse communities for inclusive workplaces, and conducting research about belongingness at work. Their proudest work is found in their research project, Designing Beyond the Binary, a critical study on the relationship between gender and the built environment. K works at Mithun, located in Seattle, WA.

📍 Learn more about the programs these leaders support:

Pride by Design

Build Out Alliance

AIA Austin's LGBTQIA Alliance

Designing Beyond the Binary

📚 Continue Learning:

Practice Disrupted Episode 016: Voices from the Future of the Profession

Related Links:

HKS, Inc

Gensler

Mithun

Active Architecture

Fox Fox Studio

Gay Poet

📍 Follow our Guests on Social:

Beau on Instagram

Sarah on Instagram

Designing Beyond the Binary

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How can architects address the challenge of global warming?

Planetary warming is one of the biggest disruptions of our time. In this special crossover episode focused on climate action, our friends from Design the Future podcast will join us to discuss the evolution of the sustainable design movement and where it is heading. What can architects do to be part of the solution?

The Design the Future podcast is hosted by Lindsay Baker and Kira Gould, two women working at the intersection of the built environment and climate change. Kira and Lindsay will share how they've seen architects leading on climate action, and where the opportunities exist for new leaders to join this work.

Guests:

Kira Gould is a writer, consultant, and convenor, working from multiple perspectives. As a writer and member of the design media, on staff at and as a consultant to firms, and as a volunteer leader at AIA, she has led the redefinition of design excellence as inclusive of climate action, health, and equity, and emphasized that human and leadership diversity is crucial to advancing all those goals. She is a member of the AIA Committee on the Environment's national Leadership Group. She is a Senior Fellow with Architecture 2030, and was named an Honorary Member of the AIA in 2022. She co-authored Women in Green: Voices of Sustainable Design with Lance Hosey (Ecotone, 2007).

As CEO of the International Living Future Institute, Lindsay Baker is the organization’s chief strategist, charged with delivering on its mission to lead the transformation toward a civilization that is socially just, culturally rich, and ecologically restorative. Lindsay is a climate entrepreneur, experienced in launching and growing innovative businesses. Her introduction to the green building movement began at the Southface Institute in Atlanta, where she interned before entering Oberlin College to earn a BA in Environmental Studies. She was one of the first 40 staff members at the U.S. Green Building Council, working to develop consensus about what the LEED rating system would become. She then earned an MS from the University of California at Berkeley in Architecture, with a focus on Building Science, and spent five years as a building science researcher at the UC Berkeley Center for the Built Environment. Lindsay applied her experience around the study of heat, light, and human interactions in buildings to a role with Google’s Green Team, and later co-founded a smart buildings start-up called Comfy, which grew over five years to 75 employees and a global portfolio of clients. She was the first Global Head of Sustainability and Impact at WeWork, where she built the corporate sustainability team and programs from scratch. Lindsay is a Senior Fellow at the Rocky Mountain Institute, and a lecturer at UC Berkeley. She serves on several non-profit boards, and is an advisor and board member for numerous climate tech startups.

📍 Show Links:

Kira Gould Connect

International Living Future Institute

Listen to Design the Future Podcast

📚 Continue Learning:

Architecture 2030

AIA Sustainability

The 2030 Commitment

Materials Pledge

AIA Resilience and Adaptation Certification Series

Framework for Design Excellence

U.S. Green Building Council

Rocky Mountain Institute

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What can we learn from 2023 AIA Gold Medal Award Winner Carol Ross Barney?

Join us this week as we speak with Carol Ross Barney, the 2023 AIA Gold Medal winner. Ryan Gann, a former employee of Carol's and one of her students, will be our facilitator. Get ready to be inspired by a unique conversation that only happens between two individuals who have a great deal of respect for each other and have worked together for many years.

Ryan and Carol's conversation is a fascinating exploration of the intersection between architecture and social justice. They discuss the importance of Equity + Representation in architecture, and how Carol has been a trailblazer in this area throughout her career. She shares stories about the challenges she faced as a woman in a male-dominated field, and how she overcame them with the help of other women who inspired and supported her along the way.

The conversation also touches on Purpose Driven Architecture, which is an approach that prioritizes the needs of people and communities over aesthetics or ego. Carol explains how this philosophy has guided her work, particularly in projects that serve marginalized communities. Finally, Ryan and Carol go beyond architecture to discuss how design can be used as a tool for social change.

They talk about the role of architects in addressing issues like climate change, affordable housing, and racial inequality, and how Carol's work has been driven by a desire to impact society positively. Overall, this conversation is a powerful reminder of the potential for architecture to be a force for good in the world, and of the importance of diversity and inclusion in the field.

It was a great privilege to sit back and listen to these two individuals. We hope that you will enjoy the change-up in the format of this episode and find it as insightful as we did.

Guests:

Carol Ross Barney, FAIA, HASLA has been in the vanguard of civic space design since founding Ross Barney Architects in 1981. With a career that spans nearly 50 years, Carol has made significant contributions to the built environment, the profession, and architectural education. From the early days in the United States Peace Corps planning National Parks in Costa Rica to recent collaborations with City Governments, Carol has relentlessly advocated that excellent design is a right, not a privilege. At the forefront for equity in the architectural profession, Carol has long sought to move beyond her gender as a contributing factor or hindrance to success. But it’s not enough just to blaze the trail, Carol continually teaches, mentors, and empowers young architects to contribute their ideas and designs to progress the profession.

Ryan Gann, AIA, NOMA an Architect and Design Strategist; helps clients become better versions of themselves through design, culture, and prosperity. This work expands beyond architecture and often sits at the intersection of engagement and facilitation, elevating community-centered voices through the built environment. Ryan is the recipient of the AIA Associates Award, Schiff Foundation Fellowship from the Art Institute of Chicago, was the inaugural Architect-in-Residence at the Hyde Park Art Center, and recently co-curated an exhibition with Carol at the Chicago Architecture Center titled ReCovered: Chicago's Urban Tree Canopy."

📍 Show Links:

Learn more about Ross Barney Architects

Meet Ryan Gann

📚 Continue Learning:

Learn about AIA Gold Medal Winner Carol Ross Barney

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What lessons on architecture, practice, and change can we learn from AIA Whitney M. Young Jr. Honor Award Recipients Kathryn Prigmore, Kathy Dixon, Katherine Williams, and Melissa Daniel?

Named for civil rights leader Whitney M. Young Jr., the AIA Whitney M. Young Jr. Honor Award distinguishes an architect or architectural organization that embodies social responsibility and actively addresses a relevant issue, such as affordable housing, inclusiveness, or universal access. Architects and design leaders Kathryn Tyler Prigmore, FAIA; Kathy Denise Dixon, FAIA; Katherine Williams, AIA; and Melissa R. Daniel, Assoc. AIA are the winners of this year’s award for their leadership in advancing educational programming to support and increase the number of people of color licensed to practice architecture in the U.S.

According to the American Institute of Architects, “The number of practicing African-American architects had been a stagnant 2% in recent decades. In the early 1990s, there were just 1,800 licensed African-American architects in the country, and only 30 of them were women. As of the summer of 2021, those numbers have grown to 2,435 and 533, respectively, and VORTEX has been a major catalyst in the 254% growth in African-American women architects.”

This episode includes the stories of the VORTEX collaborators, as well as a candid discussion about their careers, what inspires them, and their work to build this program.

Guests:

Kathryn Prigmore, FAIA, NOMAC, NCARB, LEED AP BD+C, CDT is an architect, educator, and design practice leader with an inimitable understanding of the dynamics that impact the management of firms from the perspective of an architect, academic, and regulator. She has over 40 years of design and management experience for award-winning architectural projects of a wide range of sizes, types and delivery methods executed for private and public clients within diverse practice environments. Her academic leadership includes teaching experience in sustainable design. As an award-winning strategic thinker and planner, she is also a leader in regulatory issues and professional ethics. Kathryn is skilled at growing staff into leaders.

Kathy Denise Dixon was born in Baltimore and grew up in Harford County, Maryland. She is a graduate of Howard University School of Architecture and attended UCLA matriculating with a Master's degree in Urban Planning in 1993. Kathy has been a licensed architect since 1998 and started the firm K Dixon Architecture, PLLC in 2003. She acquired legacy firm Walton Madden Cooper Robinson Poness in 2016. Kathy is a past president of the National Organization of Minority Architects and was elevated to Fellow in the American Institute of Architects in 2017. She is also the co-author of the book titled “The Business of Architecture: Your Guide to a Financially Successful Firm” published in December 2017.

Katherine Williams, AIA, NOMA, LEED AP is a licensed architect in Northern Virginia and currently a Senior Project Manager at a DC university. Her career path includes work in traditional architecture firms, community development, and managing commercial construction for a general contractor. Katherine has written extensively about the architecture profession, diversity in the industry, and community development. She has served as editor for multiple publications and was the NOMA magazine editor from 2009-2014. She writes at katherinerw.com and is publisher/editor for archstories.com.

Melissa R. Daniel is an architectural designer in Maryland, and the creator and host of the Architecture is Political, a podcast where Black and Brown folks have a conversation about architecture. She served as executive co-chair of the 2017 AIA Women’s Leadership Summit, and was a recipient of a 2018 AIA Associates Award.

📍 Show Links:

1. RIDING THE VORTEX - AIA
2. Black Women in Architecture Network (Show your support through a financial contribution that will help support their initiatives!)
3. Kathryn Prigmore
4. K Dixon Architecture
5. Katherine Williams
6. Melissa R Daniel
7. Follow Melissa on Twitter

📚 Continue Learning:

1. ‘I Was the 14th African-American Woman Architect in the U.S.’ — by George (georgetowndcblog.com)
2. 'Accelerating Success: Kathryn Tyler Prigmore on Mentoring and Volunteering for Impact' — Madame Architect
3. Arch Stories, A collection of stories from architects.
4. The Desiree V. Cooper (DVC) Memorial Scholarship
5. Architecture is Political
6. The National Organization of Minority Architects

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In a special episode marking the end of her term as AIA President, Evelyn Lee hosts a candid conversation about the future of architectural leadership with two emerging voices: Gilberto Lozada Baez, the 69th president of the American Institute of Architecture Students (AIAS), and Jordan Luther, the immediate past president of AIAS and the student director on the AIA board.

Together, they explore leadership not as a title, but as an evolving journey shaped by mentorship, empathy, and the courage to step into uncomfortable spaces. Gilberto and Jordan share their personal paths from introverted students to national leaders, emphasizing how community support and "shoulder tapping" empowered them to find their voices. The discussion tackles the realities of entering the profession today, from navigating post-pandemic work cultures to advocating for mental health and livable wages, and debunks common misconceptions about Gen Z in the workplace.

Evelyn, Gilberto, and Jordan also dive into the necessity of difficult conversations for growth, the power of authenticity in leadership, and why the profession must burst its "bubble" to become more interdisciplinary and human-centric. They envision a future where architects are seen as systems thinkers and problem solvers, leveraging technology like AI not to replace their work, but to enhance their ability to focus on high-impact, creative solutions.

"There's already so many exciting initiatives out there on community design, on how we're collaborating with others and bringing them into the profession. I just think it needs to settle. And I really hope to see that. I think the future of architecture is a little more human." - Gilberto Lozada Baez

This episode concludes with a shared hope for a profession that values its people as much as its projects, a profession where equity, diverse representation, and sustainable business models allow architects to thrive both in their work and their lives. It is a powerful reminder that the next generation isn't just inheriting the future of architecture; they are actively rewriting it with creativity, resilience, and heart.

Gilberto Lozada Baez is a Mexican architect and the 69th President of the American Institute of Architecture Students (AIAS). His work explores architecture as a process honoring ecological and cultural dynamics. His leadership spans roles in AIAS, ACSA, and the AIA Strategic Council, with a commitment to collaboration across borders.

Jordan Luther is an aspiring architect and medical planner at GBBN. She is the immediate past president of AIAS and serves as the student director on the AIA board. Her work bridges design, psychology, and neuroscience, focusing on wellbeing, research, and trauma-informed design.

This episode is for you if:

✅ You are an emerging professional or student navigating the transition from school to practice. 

✅ You are a firm leader wanting to understand the values and expectations of the next generation. 

✅ You are interested in leadership development and how introverts can thrive in public roles.

✅ You believe in a more human-centric, interdisciplinary, and equitable future for architecture.

✅ You want to learn how to have difficult conversations that lead to positive change in your firm or organization.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

• Connect with Gilberto on LinkedIn
• Connect with Jordan on LinkedIn
• Learn more about AIAS

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What does it mean to design for the greater good?

In this episode of Practice Disrupted, Evelyn Lee steps back to listen as two remarkable architects have a thoughtful, candid, and deeply human conversation. You will hear from Deborah Berke, FAIA, architect, educator, founder of TenBerke, Dean of the Yale School of Architecture, and the 2025 recipient of the AIA Gold Medal. You will also hear from Arthi Krishnamoorthy, a Principal at TenBerke, whose work spans mission-driven institutions, foundations, and major academic projects.

Together, they reflect on the arc of Deborah’s career, from discovering architecture at age 13 to shaping a practice grounded in collaboration, authenticity, and optimism. They explore what it means to design for the greater good, how architecture must respond to the increasing complexity of today, and why optimism remains an essential creative act. Arthi shares her own global perspective informed by her upbringing in Singapore and her deep community involvement in Queens, and how she and Deborah lead with shared values and a belief in the power of architecture to create meaningful and joyful spaces.

Woven throughout the conversation is the story of TenBerke, a New York-based firm defined by its humanist approach and commitment to design that is "authentic, simple, clear, and relevant." Deborah and Arthi discuss the firm's growth, from a solo practitioner to a collective of 55 people, and the critical role that a diverse, collaborative culture plays in their success. They emphasize the responsibility of the architect to be a voice of optimism and possibility, particularly when tackling complex problems like climate change and social equity.

"I'm fundamentally optimistic. And I think to be an architect, you have to be optimistic. You have to believe in the future. You have to believe in the ability to change things for the better, because otherwise you can't be doing what we're doing. It's a huge creative act, but it's also an act of optimism." - Deborah Berke

The episode concludes with a look at the future of practice, affirming that architecture remains a discipline of both beauty and responsibility. Deborah and Arthi’s conversation is a powerful reminder that enduring design is rooted in shared values, authenticity, and a sustained, optimistic belief in what buildings can do for people and communities.

Deborah Berke, FAIA, LEED AP, is the founder of the New York-based firm TenBerke (formerly Deborah Berke Partners) and the Dean of the Yale School of Architecture. She is the 2025 recipient of the AIA Gold Medal, recognizing her distinguished career focused on humane, authentic, and context-driven design.

Arthi Krishnamoorthy, AIA, LEED AP, is a Principal at TenBerke. Her work focuses on mission-driven projects for institutions and foundations, reflecting the firm's core values of community and design for the greater good. She is actively involved in community initiatives in Queens, New York.

This episode is for you if:

✅ You are inspired by the career of the 2025 AIA Gold Medal recipient, Deborah Berke.

✅ You are interested in how to foster a collaborative, values-driven culture in a growing firm.

✅ You want to understand the role of optimism and authenticity in architectural practice.

✅ You believe in the power of design to serve the "greater good" and create meaningful spaces.

✅ You are interested in the evolution of a successful firm from solo practice to a collective.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Connect with Deborah on LinkedIn
2. Read the Gold Medal Award 2025 AIA article
3. Connect with Arthi on LinkedIn
4. Learn more about TenBerke

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How can artificial intelligence reduce administrative burden, simplify compliance, and help architects reclaim time for the design work they love? 

This week, we are joined by Brandon Levey, the founder and CEO of Ichi, a promising young company building AI tools for the built environment.

Brandon brings a unique blend of two decades in technology leadership and a lifelong connection to construction through his family's business. He shares how these experiences shaped his belief that the spaces we occupy profoundly impact our lives, and that the current processes for building them are ripe for improvement. We discuss Ichi's mission to tackle the "compliance, administrative, and design" challenges that often bog down projects, from navigating complex building codes to automating quality assurance reviews. Brandon is clear: this isn't about replacing architects, but about augmenting their capabilities.

"I think directly within their profession, the biggest silver lining is that they're going to get back to being able to do more of what they love, and spend less of their time doing those things that don't bring them joy. Giving those people more time and space to be able to invest in that is just going to yield better impacts for society." - Brandon Levey

This episode concludes with a forward-looking conversation about the role of AI in bridging the industry's talent gap and the potential societal benefits of more efficient construction. Brandon addresses common fears around data privacy and AI adoption, explaining Ichi's "walled garden" approach and advocating for a future where technology empowers architects to focus on what matters most: creating better buildings, better cities, and a better world for everyone.

Guest:

Brandon Levey is the founder and CEO of Ichi, a technology company developing AI-powered tools for code compliance, quality review, and knowledge management in the AEC industry. With a background that includes founding Stitch Labs and leading R&D platform teams at Square, as well as hands-on experience in construction, Brandon is passionate about using technology to improve how we design and build our world.

Is This Episode for You?

This episode is for you if:

✅ You are an architect curious about practical AI applications beyond image generation. 

✅ You want to understand how AI can help with code compliance, QA/QC, and knowledge management. 

✅ You have concerns about data privacy and security when using AI tools. 

✅ You are interested in the intersection of technology and the future of architectural practice. 

✅ You believe in the potential of technology to create more joy and efficiency in your work.

• Learn more about Ichi
• Connect with Brandon on LinkedIn

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How can designers build intentional businesses while embracing an AI-powered practice?

This week, we're joined by Jessica Nelson and Stephanie Lindsay, the co-founders of Etch Design Group and the new venture AI for Interiors. They share their 10-year journey of building Etch into a celebrated Austin-based studio, driven by a "yin and yang" partnership and a desire to create a firm culture centered on autonomy, trust, and a sustainable work-life rhythm. Now a team of 10, they've successfully structured the firm to empower their designers, allowing Stephanie to work remotely and giving both founders space to explore new passions.

That new passion became AI for Interiors, a platform born from Jessica's background in tech and a shared curiosity about new tools. Through speaking, courses, and hands-on team onboarding, they are demystifying artificial intelligence and helping other designers solve their biggest pain points . They tackle the biggest misconception they hear: that AI diminishes creativity.

"If you're using AI the right way, it actually gives you so much more freedom and so much more creativity than you ever thought possible because it allows you to really dream bigger and think so much broader." - Jessica Nelson

This episode concludes with a candid discussion on the lessons learned from a decade of entrepreneurship, from the importance of always trusting your gut instinct to why they wish they'd invested in marketing and a business coach sooner. Jessica and Stephanie also explain their "community over competition" philosophy, sharing why they believe being an "open book" and helping other designers ultimately elevates the entire industry's reputation.

Jessica Nelson and Stephanie Lindsay are the co-founders of Etch Design Group, an Austin-based interior design studio specializing in residential and boutique commercial projects. After meeting at a previous firm, they founded Etch in 2015. They are also the founders of AI for Interiors, a platform that provides speaking, workshops, and coaching to help design professionals integrate artificial intelligence into their creative and business workflows .

Is This Episode for You?

This episode is for you if:

✅ You are an entrepreneur looking for candid lessons on building and scaling a design firm. 

✅ You are curious about how to integrate AI into your creative and business workflows.

✅ You want to debunk common misconceptions about AI and its role in creativity. 

✅ You are interested in building a firm culture based on autonomy, trust, and work-life balance.

✅ You believe in "community over competition" and sharing knowledge to elevate the design industry.

• Learn more about Etch Design Group
• Connect with Etch Design Group on LinkedIn
• Follow Etch Design Group on Instagram
• Learn more about AI for Interiors

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