Out of Architecture
Out of Architecture helps architects and design professionals find fulfilling careers within, out, and adjacent to architecture by treating career transitions as a design problem.
They help professionals leverage their unique skills and align their talents and values with meaningful opportunities through community building, tailored guidance, and content creation.
In my role, I contribute by creating content that reflects the mission, shaping a cohesive and supportive voice, fostering community engagement, and producing educational resources to guide career development.
Opportunity
Out of Architecture had successfully established a strong brand presence and recognition within the architecture community. However, there was a an opportunity to further expand its social media presence and enhance audience engagement.
Challenges
Stigma around career transitions:
Many architects have expressed hesitation to engage with our platforms due to the stigma associated with leaving the profession.
Uncertainty about the next steps:
While some architects are certain about wanting to pivot, others may be unaware of the possibilities available to them, potentially missing out on valuable solutions and limiting their opportunities for growth.
Perception challenges:
Out of Architecture is sometimes seen as a “way out” rather than a resource for holistic career growth and development.
Key Questions:
How can we inspire public advocacy while fostering inclusivity?
How can we engage architects who feel uncertain or are unaware of the opportunities available for their next steps?
How do we reposition Out of Architecture as a platform for career growth, not just exits?
Strategy & Key Initiative
To address these challenges, I developed and implemented a comprehensive content strategy designed to:
Reposition Brand Perception
Broaden Audience Target
Enhance Engagement
Deliverables
Identifying and Mapping Target Audience
We’ve developed a nuanced understanding of our audience by identifying key personas that shape our approach:
Decisive Pivots
Architects actively seeking career transitions, ready to take actionable steps toward new opportunitities
Uncertain Explorers:
Architects curious about alternatives but hesitant to make a move, often seeking guidance and clarity
Non-Pivot Value Seekers:
Architects content with their profession but eager to find roles better aligned with their values and aspirations
Industry Advocates:
Architects satisfied with their current roles yet committed to uplifting others and driving positive change within the industry.
This segmentation is crucial to out mission of fostering a brand that feels like a true collective-where every voice and journey is recognized, valued, and supported.
Key Takeaways:
While we’ve been effective with Decisive Pivots, we need to improve engagement with:
• Uncertain Explorers
• Non-Pivot Value Seekers
• Industry Advocates
These groups represent untapped opportunities to deepen our impact and broaden our reach within the AEC community.
Deliverables
Content Strategy & Scheduling Framework
After researching it was important to create a framework for content creation that will capture a larger audience. I produced content, and then post-analyze for further growth.
Content Production Type
Educational
Narrative
Educational
Content Templates
CTA
Reel Endings
Reels
Content Production Workflow
Content Scheduling Framework
Intensity:
Low / Neutral / High
Emotion
Negative(Problem) / Neutral(Solution) / Positive(Anecdotes)
Lens:
Personal (self) / Organizational (group) / Systemic (industry)
Audience:
Pivoters / Uncertain Explorers / Non-Pivot Value Seekers / Industry Advocators
Impact:
Awareness / Engagement / Action
Deliverables
Educational Resource Development
We recognized the importance of refining Out of Architecture’s brand messaging to foster a more inclusive and collaborative tone, moving away from an “us vs. them” narrative. Our objective was to create messaging that aligns with our collective mission and resonates with our diverse audience. This effort focused on two key areas:
Career Development Worksheet
Workshop Videos
Tangents Podcast
Job Board
Salary Information
Deliverables
Redlines Podcast
Out of Architecture is dedicated to fostering meaningful change within the design industry through open and constructive dialogue. While we have acknowledged areas where the profession can improve, we realized it might be helpful to create a platform where individuals can share their personal experiences. These stories, though often deeply personal and isolating, have the potential to bring our community together, foster understanding, and encourage growth.
Deliverables
Community Building
We recognized the importance of refining Out of Architecture’s brand messaging to foster a more inclusive and collaborative tone, moving away from an “us vs. them” narrative. Our objective was to create messaging that aligns with our collective mission and resonates with our diverse audience. This effort focused on two key areas:
Patreon
Slack Community
Results
Increased Visibility
Achieved significant organic growth increasing social media followers by over 22,000 in one year.
Improved Engagement and Advocacy:
Increased
Additional Work
Website Study: Designing a Smoother Path for Potential Clients
We noticed a surge in inquiries from potential clients exploring our consulting services. To streamline the process and enhance clarity, we’re rethinking how we guide clients to start with an essential intro call—laying the foundation for selecting the right service.
Key Questions:
Clarity: How can we ensure clients immediately understand how to engage with us?
Efficiency: How can we prepare clients for their 30-minute intro call so the session focuses on meaningful questions, not just explaining our offerings?
By refining the user flow and crafting clear, engaging copy, we aim to elevate both client experience and advisor efficiency.
Detailed Research report Coming soon…
Challenge
How do you help architects navigate career uncertainty, foster public advocacy, and redefine a platform’s mission for inclusivity and impact?
Reluctance to Engage Publicly
Many supporters valued Out of Architecture privately but hesitated to express their alignment publicly due to stigma.
Key Question: How do we inspire public advocacy and support?
Narrow Audience Focus
Messaging targeted architects certain about career pivots, excluding those who were unsure but curious.
Key Question:
How do we engage potential clients who don’t yet see themselves as needing our services?
This is a frequently asked question?
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
This is a frequently asked question?
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.