BRAIN TRUST

/ BROOKE LLOYD, DIRECTOR, HEAD OF INTERIORS, COX ARCHITECTS NATIONAL DESIGN AND MARKETING COMMITTEE MEMBER

As an architect or designer it’s natural to assume a circular relationship of ‘win work, do work, publish work’ in terms of marketing. To a certain extent this remains true, our work is the best marketing tool. Following such a singular approach, however, results in fragmented and ‘transactional’ messaging and limits our ability to tell a practice narrative that is coherent and holistic – beyond the business of projects.

‘Design excellence’ as a positioning has become so prevalent that it’s now meaningless and does very little to differentiate one practice