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.
Through community building, tailored guidance, and thoughtful content creation, the organization empowers professionals to leverage their unique skills and align their talents and values with meaningful opportunities.
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 has successfully established a strong brand presence and recognition within the architecture community. However, there was 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.
Untapped Potential
A significant audience remains untapped—those who don’t yet realize they need support in career development. While some architects actively seek career pivots, many are unaware of the possibilities available to them, limiting their access to growth-oriented solutions.
Misaligned Perception:
Out of Architecture is sometimes mistaken as a service for leaving architecture rather than a resource for broader career development.
Key Questions:
How can we create a welcoming space that champions diverse career transitions for architects?
How can we effectively connect with architects who are hesitant or unaware of opportunities outside the field?
How can we effectively connect with architects who are hesitant or unaware of opportunities outside the field?
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.
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
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 organic growth by increasing social media followers from 1,300 to over 22,000 within a year through strategic content creation and engagement initiatives.
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…