In the first post in this series, Going Local, I discussed the challenges facing architecture our firm when it came to breaking into our local market. I discussed things like the local to local bias, the seasonal traffic and public works jugernaught.
In the second post, Public Image, I talked about the idea of “Brainerd casual” and the struggle I perceived with how to present ourselves in this market. Finally, I ended with the decision we have made to lease space in the Franklin Arts Center in the old Franklin Middle School near downtown Brainerd.
Since that post, we have moved into our new space and have decided on a direction for our public image. We want to be the architects in town that you go to if you want to try something a little different and contemporary. Why should we fight who we are? This is what we like, this is what we want to do and so we are going to market as such. As a result, I have drifted back to my previous ways of dressing for work in slacks and a nice shirt as well as the occasional tie. When people ask, I am unabashed about my leaning toward unique and contemporary architecture.
Now, I think it would be professional suicide to suggest that this is all we do. We have done, we can do and we will continue to design in the styles that our clients would like. But we want to corner that piece of the market which is looking for something fresh and new.
So, we have decided to make our new space a central part of our marketing campaign and I though you might like a few pictures.