Anyone who has started their own architecture firm from scratch knows this dilemma well. We are full of enthusiasm, full of ideas, fully prepared. We quit our job (or working throughout the night on the side). We planned our launch and created a new website to share our ideas with the world… but we have no completed projects to show. We can’t complete any projects without a firm and its tough to start a firm without any projects.
How do we start a new firm without a project portfolio full of pretty pictures?
This is a question that I receive very often from architects, young and old, ready to go out on their own. They’ve read all my posts on launching a new firm. They’ve developed a business plan, created a network and have the proper savings in the bank. They’re developing a new website to share their work with the world, but they have no work of their own to show. What should they do?
Where Credit is Due
Should you show the projects completed from former employers? You did the work. Why shouldn’t you take the credit?
If your previous boss is kind and grants permission to use photos of their work, then go ahead… but make sure you give full credit where credit is due. They’re not your projects and you should not start off a relationship with clients based on a stretched truth.
Even with permission and a folder full of JPGs, this isn’t a perfect solution. Providing credit will again highlight you and the limited projects of your own.
There is Another Way
You may not have photos, but you do have a story of your own. You are enthusiastic, and unique and talented. You learned from experienced masters and honed your skills. You can draw and create amazing structures using cutting edge technology. You have what your clients want and you should tell them your story.
Scrap the idea of designing your website to look like all the rest. Do something different.
Develop your new website around your story rather than your portfolio. Why did you start this firm? Who are you serving? Where did you learn your skills? How are you going to make an impact in this world? Use photos of you, of your designs, your sketches, your studio and the world around you. Present a site that is complete and make sure it is beautiful. Demonstrate your skills as a designer. Provide useful resources, information packs and other tools that your prospective clients can use. Create a place on the internet where they want to return again and again.
If you do have a few photos to share, leave out the portfolio page. It will only highlight your lack of experience. Instead, use the photos throughout the content of your story as illustrations describing who you are and why you do what you do. Format your site as a place to learn about you as a designer, as an architect and as someone your prospects may want to initiate a next step.
Your website is your first contact with your next (or first) client. It must look as professional as you are. A portfolio page linked to three photos and a “coming soon” message isn’t going to impress anyone.
You do have experience. It’s just different than the experience of the more established firms. Tell your story and start your firm… without a portfolio.
Question: Did you launch your firm without a portfolio full of project photos?
Photo Credit: An early version of fivecat.com pulled from the archives.
I had the same problem many years ago. But I designed a few houses as stock plans and I featured them. It had two advantages: the first was I could display some work, the other was I had another product, for a slightly different market.
I don’t agree with mark on the „story” either. I don’t think anyone would interested in your story. They want a new home, not to listen a story of an architect.
They are nevertheless interested in information about their future project. They want to know how the design stage will work, how the construction stage will work, how you can design a modern and efficient design, how the energy consumption can be optimized, how they can budget their project and so on.
The storytelling is an efficient tool if you tell the right story but not any story. Your story might make you popular on Facebook, but not get you too many clients.
You, the architect, should tell them how you intend to design better homes, better office buildings. You should tell them how they can get a better building (shure, designed by you). You should provide them tips and valuable information on what they intend to build.
This way you show them without praising yourself how lucky they will be just hiring you, not your more established and more experienced competition.
Besides, the prospective clients rarely search for architects, they search for valuable information on their problem.
Excellent points Octavian. Thanks for contributing.
Great post, Mark. I do think Octavian has a good point too, we need to remember the story is for our audience: potential clients. Still worth telling though. In fact, pretty much sounds like: write a blog (& be useful)
🙂
I think a blog is important too, it’s different from what I am proposing. The story I’m describing is static and permanent. Much more targeted for selling you as a qualified firm. A blog is ongoing and evolving and should be in addition to the story replacing the portfolio. Both have their place.
Great post Mark. My wife and I started our firm without a portfolio (just our own bathroom renovation) and were able to attract our first client (a complete home renovation) with two aligned narratives; a strong, different mission statement and how my wife and I were living it. The best clients are those who are pursuing more than “someone to create documents” and if your mission is strong enough, they want to be a part of it. If your personal story aligns with your mission, tell it. I’ve found this to be especially true in the residential business, where personal relationships are paramount, and your story can open up a relationship.
I think Mark has a point. A short note about yourself would go a long way in letting the client know that you are ready and more than capable. I started my practice without a portfolio back then while i was employed, I did alot of private or side jobs
as they are called and built a small clientele base which grew alot when i decided to venture out on my own.
The rest is histroy.