OUT OF ARCHITECTURE
PROJECT TYPE:
WHEN:
TOOLS:
CLIENT:
WHEN:
TOOLS:
CLIENT:
brand design, graphic design, digital strategy, web management
spring 2020 - now
Adobe Photoshop, Illustrator, Indesign, XD; Figma
Out of Architecture
website link ︎︎︎
spring 2020 - now
Adobe Photoshop, Illustrator, Indesign, XD; Figma
Out of Architecture
website link ︎︎︎
BUILDING A BRAND FROM V0.
Out of Architecture is a career consulting firm for designers and architects seeking roles outside of traditional architectural practice.
As manager of digital strategy and the first design hire, I advanced brand design, identity, and tone; identified target demographics and developed effective marketing narratives to engage them across several platforms; conceptualized and executed a bespoke growth strategy; and multiplied followership, interaction, and revenue as a result of impactful outreach.
I also collaborated on hiring and team growth, managing direct reports, and developing SOP‘s.
WHO ARE WE TALKING TO?
Using data and analytics from their social media platforms, newsletters, internal client surveys, and the founders’ own experiences with their brand, I brought together a qualitative and quantitative impression of the audience.
A large majority of followers, across platforms, are ages 18-34. Most are 25-34. At the lower end of this age group, they identify as "early-career" or entry-level.
OOA also reaches 11% more women than men (data on other genders not provided).
WHAT IS IMPORTANT TO OUR AUDIENCE?
Our clients are considering, or in the process of, switching from their established careers to a new one. There is a cultural stigma around "abandoning" architecture, many concerns about burnout and work/life balance, and a need for emotional support in addition to professional guidance.
Concerns are weighted towards the struggles of early- and mid-career designers, students, and recent graduates. This demographic is techonologically-driven, interested in work/life balance and changes in work culture, and used to more informal methods of connecting with brands (social media, short-form video, DM’s).
I ensured we had multiple ways of interacting with our audience and getting their feedback. This informed the strategy that I developed and the narratives I built around the brand.
2021, “WRAPPED”
A CONSISTENT VISUAL IDENTITY.
As a celebration of the team’s achievements in 2021, we set a goal to create some kind of yearly report.
I had the idea to put together a spoof of Spotify wrapped.
For background: Spotify is a music app that gives users a personalized yearly report on their listening habits every year, it’s very visual and it usually goes viral, with users sharing their report on social media.
I took on this project entirely, from concept to story boarding to motion to copywriting.
ADAPTING A CONCEPT TO NEW BRANDING.
The goal here was to take Spotify’s concept and adapt it to Out of Architecture’s needs and visuals.
The OOA Wrapped would summarize:
- Total client income growth
- Number of clients served
- Most common fields for architects to switch into
- Most unusual job title filled
Image belongs to Spotify, used for comparison
ANIMATIONS THROUGH FIGMA, COMBINING GIF’S + TAP TRIGGERS
ANIMATIONS THROUGH FIGMA, COMBINING GIF’S + TAP TRIGGERS
ADDITIONAL VISUALS FOR MARKETING CHANNELS
ADDITIONAL VISUALS FOR MARKETING CHANNELS
ARCHITECTURE SCHOOL
︎︎︎ CAREER PATHS STORYTELLING -
BUILDING NEW NARRATIVES IN THE ARCHITECTURE INDUSTRY.
The core message of Out of Architecture is that designers have value everywhere, not just in architecture. The challenge is getting architects to believe that.
I developed this campaign from ideation to execution. It’s designed to break through career blocks for designers as students and recent graduates. I managed and developed this entire campaign, from concept to execution, including research, making and sourcing visual designs, and copywriting.
GATHERING INFORMATION + SKETCHING IT OUT.
I started with researching and compiling information, which took the form of a written list of skills related to studio activities. I focused on the studio skills that could most easily be understood as attributes - for example, if your favorite part of studio was making the models, you might really enjoy working with your hands, focusing on fine-grain details, things like that.
STUDIO SKILLS LIST:
- Illustrator/graphics - Materials and finishes
- Rhino/ArchiCad/3D modeling - Visiting the woodshop
- Visualizations/renderings - User research/accessibility
- Modelmaking - Presenting to critics
- Hand drawing - Acoustic/sensory
- VR/AR - Building tech/tech system
- Running the group project - Sustainability/eco systems
- Social impact - Research/innovation
- Sculpting/physical materials - Academia and theory
SKILLS RELATIONSHIP GRAPH:
I researched and mapped out careers and job titles that tracked onto the attributes of each studio skill. At this phase, I collaborated with the founders and used their own experience in career consulting and working with architects to add more richness and reality to this.
ZOOMED IN VIEW EXAMPLES:
VISUALS:
RESULTS:
This campaign was so effective at messaging to students that Cornell University used it as a lecture series.
At the time I executed this campaign, the founders were in talks with Cornell’s Architecture, Art, and Planning department to participate in a lecture series. Once Cornell’s coordinator saw this campaign going out, they specifically requested permission to use both the graphics and the content to structure that term’s career lecture series.
Image is not my own.
