From William J Martin, AIA SFX state representative for AIA New Jersey
August 13, 2026 Meeting: AIA National SFX State Representative Zoom Call
Discussion Summary
The call included a reminder for state representatives to review and submit projects for consideration on the AIA National SFX Instagram page.
The discussion and presentation were led by Finn McLeod, formerly of SOM, who spoke about public relations for small firms.
Finn works with firms of various sizes to develop stories and strengthen their public relations efforts. A key theme of the presentation was the importance of clearly telling a firm’s story when communicating with the public.
Meeting Overview
Topic: PR + Communications in Architecture Presenter: Finn MacLeod, Senior VP of North America, Camron Host: AIA Small Firm Exchange (SFX)
Key Themes & Insights
Role of Communications in Architecture
Architecture firms should approach communications as a strategic discipline rather than an afterthought. Public relations builds visibility and credibility, while marketing supports client engagement and growth. The two disciplines overlap through shared tools such as social media, websites, awards, and events.
Camron’s Approach
Camron was presented as a global design public relations agency with offices in London, New York, Los Angeles, and Milan. The firm works with leading design brands and studios, including Olson Kundig, Pelli Clarke & Partners, Grimshaw, the Norman Foster Foundation, and Heatherwick Studio. Its services include public relations, content creation, brand partnerships, activations, and
brand development.
Architectural Branding Case Studies
The presentation highlighted several architectural branding case studies, including Olson Kundig’s global residential profile building, Pelli Clarke & Partners’ strategic reintroduction as a legacy firm, Grimshaw’s expanded U.S. visibility, the Norman Foster Foundation’s research collaboration with Porsche, and Heatherwick Studio’s U.S. market repositioning.
Telling Great Design Stories
Finn emphasized that strong design stories are often told through major media outlets such as Architectural Record, The New York Times, Harper’s Bazaar, and The Wall Street Journal. Visual narratives and editorial features help elevate design beyond technical achievement and connect the work to broader audiences.
Marketing vs. PR
Marketing was described as primarily focused on business development and client acquisition, while public relations was described as focusing on reputation, thought leadership, and cultural positioning. Both are connected through shared platforms, content, and audience engagement.
Brand Identity in Architecture
Every firm has a brand, regardless of size, but few use it effectively. The presentation challenged the idea that “the work speaks for itself,” noting that visibility now requires intentional communication. AI and digital discovery are also changing how clients find architects, making it important for firms to ensure their brands are ready to be found.
The Visibility Challenge
The presentation illustrated the visibility challenge by noting that the phrase “we are a collaborative, interdisciplinary design practice” produces 144 million Google results. This example showed how generic language weakens differentiation because many architecture firms describe themselves in similar terms.
Redefining “Architect”
The presentation revisited the definition of “architect” as a designer and overseer of building construction to reinforce the importance of professional clarity. A humorous slide mocked overly academic jargon and encouraged architects to communicate in accessible, authentic language.
Reconnecting with Design
Finn challenged firms to reconnect branding with the architecture itself by asking where the design, creativity, and built work are in the message. Branding should reflect the actual work, process, and design value rather than relying only on abstract ideals.
Building a Brand Proactively
Branding was described as an active and intentional framing of a firm’s work and philosophy. A brand shapes how clients, peers, and the public understand the firm and becomes a lens through which the work is interpreted.
Competitive Positioning
The discussion noted that small firms can compete with larger firms when they have compelling brands. Rather than trying to sound broad or generic, firms should focus on their design output, impact, and unique selling proposition.
What a Strong Brand Enables
A strong brand can help a firm win new work, reinforce expertise, expand audience reach, attract talent, and drive growth.
Strategic Insight
“A clear, unified brand identity is critical to competitive strategy… It serves as a north star.” — Harvard Business Review
Architectural Value
Finn noted that an architect’s value is the creative output itself. The firm’s process and work are the “secret sauce” that can become a meaningful differentiator.
Crafting Messaging
Messaging should be distinctive and ownable. Firms should be able to clearly explain what they are known for, who they are creating for, how they communicate, and why they exist.
The Brand Pyramid
The brand pyramid begins with purpose, ethos, and design drivers as the structural base. Core messages and positioning build on that foundation, followed by visual identity, communications strategy, and execution. Each layer should contribute to clarity and consistency.
Foundations of a Brand
Purpose and ethos form the structural base of the brand, much like architecture itself. The brand pyramid mirrors design thinking by moving from concept to execution.
Initial Brand Self-Assessment
Firms should evaluate their public presence by considering whether they are easy to find online, whether the firm name is clear, whether built projects are consistently documented with photos and videos, whether the website has been updated within the last three to five years, whether social media is used regularly, and whether the firm has appeared in the media recently.
Business and Brand Alignment
Brand strategy should support business growth by addressing both current and target clients. Firms need to understand where current clients get information and what motivates them, while also identifying target clients, their interests, and how they find professional services.
The Storytelling Framework
Firms should use a messaging house to define their brand voice. The roof represents the overarching brand message, the pillars represent core content categories such as projects, people and culture, and ideas and research, and the foundation represents external key messages supported by proof points.
Effective Communication Rules
Effective communication begins with defining core messages that matter to the intended audience.
Firms should establish three to five talking points that reinforce what makes them unique, use specific language that reflects their design philosophy, and avoid technical jargon or “archispeak.”
The Communications Ecosystem
A complete communications ecosystem includes public relations, media coverage, events, awards, websites, brand partnerships, thought leadership, social media, books, and physical publications. These channels should work together as a continuous loop that reinforces the firm’s visibility and credibility.
News Media Strategy
Successful media strategy requires understanding how journalists work. Journalists write within specific beats and interests, so firms must actively and selectively present stories that are relevant to those audiences. Media coverage is valuable but does not exist as free public relations, and it carries risks that should be managed carefully.
Targeting the Right Media
The presentation noted a disconnect between what designers read and what clients read. Designers may follow platforms such as Dezeen, ArchDaily, and Wallpaper, while clients may be more likely to read mainstream business outlets such as The Wall Street Journal, Forbes, Bloomberg, and The New York Times. Architects should aim to move beyond design-focused publications and reach client-facing media.
Final Objective
The ultimate goal is to build a brand that inspires people to learn about the firm, collaborate, write about the work, and hire services.
Takeaways
Key takeaways from the presentation included the need to define a clear and consistent message, invest in visibility through media, awards, and social presence, adapt to AI and digital discovery, and collaborate strategically through partnerships and storytelling.
Action Items
State representatives were asked to review potential projects and submit selected work for consideration on the AIA National SFX Instagram page.
To join the AIA NJ SFX or be added to their distribution list, click HERE and provide your contact information.