It's easy to fall into the glossy image trap.
Stunning images of your latest and greatest work, carefully curated for the world to see. But your buildings don't always speak for themselves and relying solely on visuals may leave your audience missing the intricate details, thoughtful decisions, and wider message that defines your work.
Consider the people who browse your website—clients, fellow architects, potential employees, and the wider public. Each group brings their own perspective and level of understanding.
While a beautifully composed image may resonate with industry experts on a technical level, it might leave potential clients longing for more insight.
“Dare to tell the smallest of stories if you want to generate large emotions.” - William Zinsser
Stories break down barriers
Stories are how humans make sense of the world. They bridge the gap between what our eyes see and our minds comprehend. They make us feel something.
For a profession so often misunderstood, stories bring clarity to your work and make it resonate on a deeper, personal level. They give you a vehicle to explain unique design choices, share the challenges you overcame, and express the human experience within the space.
A director's commentary if you like—and a behind-the-scenes glimpse into your creative process.
Stories build trust
In a world where architects are pressured to deliver Net Zero, prioritise occupant health and wellbeing, and achieve commercial success, all against a raft of economic and social challenges, a well told story builds trust and positions you as the expert, without being salesy.
Your buildings may be silent, but with the right words, they can speak volumes.
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