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Marketing / Strategy

Do what you love and the money will follow. We love building innovative and sustainable buildings with a focus on community.

A marketing strategy that champions an organization’s story and core beliefs is the key.

Our core beliefs are community and sustainability, but some client stories may differ. It’s crucial to define your target audience, develop a story that clearly relates to those personas, determine the best way to present your story, devise analytics to measure progress, appropriate a budget and then get busy telling that story. It’s as simple as that. Where most organizations fail is either they are telling the wrong story to the wrong people or they choose the wrong delivery method.

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Marketing Strategy FOR Architects

Architecture is a very academic profession. Far too often, companies communicate with consumers using language that is too technical or specific. We believe there is a place for specifications and technical jargon, but not in external communications with the consumer. Consumers' purchasing triggers are driven by emotion, not on technical knowledge, features or specifications.


I do not write, I build.
--Alvar Aalto

For the architect, all aspects of life and all disciplines are part of an architect’s knowledge base. An architect goes through life entering environments and recognizes immediately the shortcomings and strengths of a space. The really good architects focus on their craft of designing and building in 3D space and leave the marketing and analytics of a project up to another entity or department. For those companies without a marketing department, Portales is the solution. Our firm empowers the architect to concentrate on the project without any hindrance from an external group. The Portales creative teams are advocates for the lead architect of the project and works closely with the architect to best identify the best course of action with strategy and marketing.

Advantages of a single creative agency

One of the key differentiators to our firm is that we specialize in all aspects of the creative arena; from architecture design to project identity and branding. Advertising agencies are expensive and don’t fully understand the architecture and building industry as well as actual architects and engineers.


We believe that creating consistency across all services we provide is one of the keys to a successful project. For example, if the concept of the structure is 'opulent modern tropical bungalow', then the bridge needed to create a consistent creative strategy would be heavily influenced by the architectural design concept. Rather than having a super clean, minimalistic logo or website, our approach in this example would integrate design elements and materials from the actual structure directly into the media and promotions.


One of the biggest mistakes is creating a website that has no call to action or is cluttered with way too much information. It is vital to always answer the who, what, where, when and why (and sometimes how). If we are your turnkey agency, then clarity is very easy for us to accomplish since we are already knee-deep in your overall design approach. We believe clarity is much more important than persuasion because we understand the average user is impatient and typically does not respond well to persuasion, so often our approach is enabling them to make an educated decisions. We achieve this through clarity and concise messaging.

Lower Costs

It’s cheaper by the dozen, right? Volume discounts is a business standard in just about every industry. Why not creative and design? Since our architects and CAD designers share space with our media professionals, it’s really easy and cost-effective to collaborate on projects. Ad agencies and other creative firms will bill clients for working and meeting with other vendors. Purchasing multiple products from Portales, such as interior design, landscape, website development and video production services will save you money in the long run.

Design Process

Evolution 1

Evolution 1

Early design sketches for concept and client review

Evolution 2

Evolution 2

Initial 3D exploration model

Evolution 3

Evolution 3

Second phase to aid in details and materials options

Evolution 4

Evolution 4

Fully developed photorealistic 3D model