INSIDE GĀBL
Congratulations Saundra Little!
We’re thrilled to announce that our network member Saundra Little, FAIA, LEED AP, NOMA, has been named the 2025-2026 President-Elect of the National Organization of Minority Architects (NOMA)! 🎉
As she steps into this influential role, we celebrate Saundra for her unwavering commitment to inclusive design and leadership. Please join us in congratulating her on this outstanding achievement!
THE NOVEMBER ALL-ACCESS EVENT IS AIA APPROVED!
The Gābl Media All-Access Series are exclusive events where you can get AIA credit: 1 LU | HSW for Gābl Media members
This panel discussion brings together leading experts in sustainability, architecture, and urban revitalization to explore how architects can address the growing challenges of climate change and environmental justice. From reducing carbon in the built environment to ensuring equity in urban development, the conversation will provide actionable insights on how the AEC industry can drive meaningful change.
Join us for a thought-provoking exchange on the future of sustainable design, the role of architects, and the pathways to create resilient, inclusive communities.
Guest Panel:
- Steven Biersteker, Architect AIBC, Associate at Thinkspace Architecture, Planning, and Interiors
- Majora Carter, real estate developer, urban revitalization strategy consultant, MacArthur Fellow and Peabody Award winning broadcaster
- Eric Corey Freed, RA, LEED Fellow, EcoDistricts AP, LFA, ActiveScore AP, Principal, Director of Sustainability at CannonDesign
- Farah Qadeer, RA, LEED AP, LFA, Senior Sustainable Design Project Manager at NYC School Construction Authority (SCA)
AIA Learning Objectives:
- Understand the Key Drivers of Climate Change and Their Impact on the Built Environment: Gain insights into the underlying causes of extreme weather events and the role architects can play in mitigating these effects through sustainable design practices.
- Identify Critical Factors for Reducing Carbon Emissions in Architecture: Learn the key contributors to carbon emissions within the building sector and actionable strategies that architects can implement to reduce both operational and embodied carbon.
- Incorporate Environmental Justice into Architectural Practice: Discover tools, frameworks, and real-world strategies to integrate principles of equity and environmental justice into architectural projects, ensuring that all communities benefit from sustainable development.
- Navigate Sustainability Certifications and Standards for Practical Application: Explore the landscape of sustainability certifications, and understand how to balance certification goals with budgetary and material constraints while delivering high-impact sustainable projects.
The Hero's Journey: A Framework for Deeper Client Connections in Architecture
by Randy Wilburn
Recently presented at the TEACAM event in Nashville, Tennessee by Dimitrius Lynch and myself, this innovative approach to client engagement garnered significant interest despite our brief 30-minute time slot. The overwhelming response from fellow architects confirmed what we've long suspected: the intersection of storytelling and architecture holds untapped potential for our industry.
In the world of architecture, success often hinges on more than just exceptional design skills—it's about creating meaningful connections with clients. One powerful tool that architects can leverage is storytelling, specifically through the lens of "the Hero's Journey." This timeless narrative framework, outlined by mythologist Joseph Campbell and later adapted by Christopher Vogler, offers architects a unique approach to client engagement, team inspiration, and marketing.
THE CLIENT AS HERO
Every architectural project begins with a spark—a need, a dream, or a vision. Whether it's a family seeking a larger home or a community requiring a modern gathering space, these moments mirror what Campbell calls the "Call to Adventure" in the Hero's Journey. By recognizing our clients as the heroes of their own stories, we transform the architectural process from a simple service transaction into a meaningful journey of transformation.
THE ARCHITECT AS MENTOR
In the Hero's Journey, the mentor figure plays a crucial role in guiding the hero toward success. Architects naturally fill this role, offering expertise, wisdom, and support as clients navigate the complex landscape of design and construction. This positioning helps establish trust and creates a collaborative dynamic that enhances the entire project experience.
KEY STAGES IN THE ARCHITECTURAL JOURNEY
Crossing the Threshold
The signing of contracts or breaking ground represents more than just formal procedures—these are pivotal moments where clients commit to their architectural adventure. Understanding these moments' psychological significance helps architects better support clients through major decisions.
Tests, Allies, and Enemies
Every project faces challenges, from budget constraints to unexpected site conditions. By acknowledging these challenges while emphasizing the collaborative problem-solving process, architects can help clients navigate obstacles with confidence. This stage often strengthens the client-architect relationship as they work together toward solutions.
The Reward and Transformation
The completion of a project marks more than just the delivery of a building—it represents the realization of the client's vision and often their personal growth through the process. Successful architects celebrate not just the physical achievement but the client's journey of transformation.
PRACTICAL APPLICATIONS
Enhanced Presentations
Structure client presentations as compelling narratives, with clear progression from challenge to transformation. This approach helps clients visualize their journey and understand the value of each project phase.
Team Engagement
Use the Hero's Journey framework internally to unite project teams around shared goals. This creates a more cohesive work environment and helps maintain focus during complex projects.
Marketing Impact
Transform project portfolios and social media content by highlighting client transformations alongside architectural achievements. This approach resonates more deeply with potential clients who see themselves in these stories.
BEYOND BUILDING DESIGN
The Hero's Journey framework reminds us that architecture is about more than creating spaces—it's about facilitating transformations. When architects embrace this perspective, they:
- Foster stronger client relationships built on understanding and trust
- Create more meaningful project experiences for all stakeholders
- Develop more compelling narratives for marketing and business development
During our TEACAM presentation, the most engaging discussions centered around real-world applications of this framework. Architects in attendance shared how they've unknowingly been using elements of the Hero's Journey in their practice, and how making these connections explicit could enhance their client relationships. The limited time format of our presentation only scratched the surface of this rich topic, prompting numerous follow-up conversations about implementing these strategies in daily practice.
By viewing each project through the lens of the Hero's Journey, architects can elevate their practice beyond technical expertise to become trusted guides in their clients' transformative adventures. This approach not only leads to better projects but also creates advocates for good design who share their positive experiences with others.
The power of storytelling in architecture lies not just in the tales we tell, but in how we help our clients discover and tell their own stories through the spaces we create together. As our TEACAM presentation demonstrated, there's a growing recognition in our field that the technical aspects of architecture must be balanced with the human elements of storytelling and connection.
