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Who designed it? Owners picking an architect rarely know it was you.

Groundwork keeps your principals visible on LinkedIn every business day, in their own voice, so owners and developers already know who they are before the interview.

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Empty architecture studio meeting room with a long wood table, chairs and drawings pinned to the wall

Why good architecture firms stay hard to find

Owners and developers choose a principal they trust, and the portfolio mostly backs up that choice. A firm is only as findable as its principals.

  • The credit is invisible

    The ribbon was cut and the owner is happy, but nobody who might hire you next saw a post naming the design team.

  • The RFQ goes to a name the client already knew

    You were qualified, but someone on the selection committee reads a bigger firm's principals every week, so that firm was already in mind when your response arrived.

  • Business development waits for the deadline

    Your principals sell and run projects, so when a set is due every call goes unreturned, and a pursuit that needed two weeks of attention gets two days.

Your principals, as a selection committee sees them

Step 1Your name comes upAn introduction, an RFP, a conference, or a search
Step 2They look your leaders upOn LinkedIn, before the meeting
Stale profileJob title for a headline, last post in March
ResultThey move on to someone who looks current
Visible profileClear headline, recent work, active this week
ResultYour leaders are known before the meeting
A facility director, a capital planning lead, a contractor, or a candidate looks up the design principal before an RFQ interview or a first call. One page shows a recent project, a named studio, and a point of view. Another hasn't moved since the last award.

What the studio gets back

Architecture model shop with a white massing model on a bench, a drawing roll and a bright window

A selection committee tends to trust the principals it has read, so we put your design thinking in front of it, in your words and not a press release's.

We handle the writing, the commenting, and the inbox. Posts reach your principals before they publish, comments and outreach sit in the live log, and the studio keeps working.

  • Owners, developers, and contractors see your principals every week, including the months between awards
  • The profile a committee opens shows recent projects, a named team, and how you think about the work
  • RFQ responses land with readers who already recognize the principals on the cover page
  • Candidates find principals who talk about the studio in their own words
  • A real message from a client or contractor reaches you within one business day

What principals post about and comment on

We write from your interview and your project files, and client names and images go out only with your permission.

  • Groundbreakings, topping-out, and openings, with the design team named
  • A single design decision, explained by the principal who made it
  • What changed between schematic design and construction
  • Repeat clients and what a long relationship looks like from the studio
  • Programming and charrette observations from K-12, higher ed, healthcare, or civic work
  • Code, zoning, and material changes that affect owners
  • Promotions, new principals, and studio hires
  • Comments on owner, developer, contractor, and consultant project posts
  • AIA and SMPS event threads, before and after
  • 12posts a month for each principal, in their voice and with their sign-off
  • 10comments a business day on posts from owners, developers, contractors, and consultants
  • 160new, targeted connection requests a month to people who commission or recommend design
  • 30minutes a month for a review of the log with your team

Does this fit your practice?

A good fit

  • Clients take months to choose, and a committee of several people makes the call
  • Your principals sell and run projects, and no one has time for daily business development
  • Your work arrives through repeat clients and contractors who know your work more than open RFPs
  • A new office, a retiring principal, or a sector push gives you a reason to be seen this year

Probably not a fit

  • Low-fee public work priced against the lowest bidder
  • A firm policy that bars staff from social media
  • You want a guaranteed number of RFQ invitations
  • A principal who wants us to post with no approval
Pale concrete and glass building facade seen across an empty plaza under a soft sky

What principals ask us

Our principals don't want to look like salespeople.

Good, because the posts are about the work and how they think, and the comments are about other people's projects. Nobody pitches, which is how a principal gets known by an owner without selling.

Our marketing team already posts the project photos. How is this different?

Marketing runs the company page, and that is useful, but owners and committees look up the people. We run the principals' own profiles, comments, and inbox, which a studio marketing team rarely has the hours for.

Does a post change how an RFQ is scored?

Scoring belongs to the client, and the qualifications and the interview carry the decision. What we can do is make sure the people reading your response already know your principals and that the profile they check holds up.

Who owns the photography and project permissions?

You do. We keep a project list with permissions marked, post only images you have rights to, and never name a client without your okay.

Other firms in the design and build chain

Let the next client already know who you are

A 20-minute strategy call. Bring your latest RFQ response, and we will go through what its readers would find when they searched your principals.

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