Why Branding For Architects Matters: July Curious Collective Recap
Mollie Windmiller of LAB MPLS led an incredible branding workshop at the recent Curious Architect Collective. This session wasn’t just about logos or color palettes—it was about rediscovering the why behind each architect’s work and how to communicate that story clearly to clients through your brand identity.
Whether attendees were in their first year of business at an architecture firm or three decades into their careers, the brand story workshop proved that branding for architects is the ultimate tool for growth, clarity, and connection!
Why Branding for Architects Matters
Branding is always important—no matter where you're at in your business journey. Many of the architects in the group have been around a long time and are already have brand reputation, but even for them, taking time to think through brand identity was a strategic process. Wha your brand communicates matters!
There were some great stories—like Imprint Architecture. Sarah and Jeremy’s last name is Imhoff, and “Imprint” starts with “I am.” It ties into their name, but also their philosophy: architecture leaves an imprint on your life. That reminded me of being a kid on my dad’s job sites, pressing our fingers into the concrete—leaving our own imprint. Even beyond visual branding, brand recognition like this helps us reconnect with those stories.
LAB MPLS
LAB MPLS was the perfect backdrop—an older building full of light and creative energy. Mollie kept the day interactive, pausing every 10 minutes for group conversations. Nine architects at a table, trading thoughts on client messaging, market positioning, and strategic branding clarity—it wasn’t passive learning. It was real-time discovery, and you could feel the gears turning in the room.
"Aha" Moments
One exercise that hit home was brand archetypes. Mollie introduced 13 personality types, each paired with examples of well-known companies. It helped everyone picture, “If my brand were a person, who would it be?” From there, communication and identity started to click!
Clarity became the recurring theme! What is your brand’s purpose? What are your values, your story? What do you help clients achieve? The clearer you can be, the faster you can drive client engagement, letting someone visiting your website decide if you’re the right fit for them within moments.
I fully expect several architects to reach out to Mollie for deeper brand work! I’ve been through her process four or five times now, and every time, I walk away knowing my company better. When you know your brand, you can lead your business with more purpose.
Why This Collective is Different
We’ve now grown to 14 architects (after adding a few new members this round). Unlike typical networking events, we keep it small on purpose. Next year, we’ll even host a joint mixer with all three collectives—builders, architects, and designers—for some serious cross-pollination.
Seeing architects step away from the grind, meet new people, and leave reenergized about their work—that’s the magic. Branding was the topic, but the real takeaway was connection, reflection, and clarity.
Branding isn’t a one-and-done exercise. It’s an ongoing practice that helps you lead with intention, attract the right clients, and rally your team around a shared vision. This workshop was proof that when architects carve out space to think about their brand, good things happen!
Want to learn more about the architect collective? Check out this blog!
Ready to Join Us?
If you’re an architect ready to take your branding seriously, reach out to Mollie's branding agency! She’s got you covered.
And if it’s time to invest in yourself and your business (it is!) join the Architect Collective- we'd love to see you at the next event!
