In this masterclass, Ar. Shweta Hingane, founder of The Archart Studio, shares her inspiring transition from practicing urban planner to a creative force in architectural graphics and branding for architects. Shweta delves into the impact of visual storytelling and the pivotal role branding plays in shaping an architect’s identity and success.

Beyond Follower Count: Debunking Myths

In a world driven by visuals and perception, architects and designers often fall into the trap of equating branding with flashy logos or a large follower base. Whereas, the actual branding for architects is through storytelling, building trust, and consistently presenting your identity, visually, emotionally, and intellectually.

As Shweta says, “You can buy 10,000 followers, but you can’t buy trust or a design legacy.” Branding through social media can help with visibility, but it’s not your brand. A brand is the feeling a client has in their gut when they encounter your work. It’s the emotional reaction and the recognition aspect, and the consistency of how you design that transcends a graphic mark.

Why Branding Matters For Design Professionals

Consider the world’s most recognized architects. What stays in the memory? Their style, their material, their move. That’s branding. It’s not just how the audience sees your designs, it’s how they see your design ethos. Shweta insists that, in an increasingly competitive digital age, you’ll find that visual storytelling can work to your advantage.

Four Foundations of a Powerful Brand

According to Shweta, the below four pointers are crucial to transform any brand from ordinary into extraordinary.

1. Visual Storytelling

Clients not only want beautiful photos, but they want to experience your process. Share behind-the-scenes shots, site assessments, sketches and study models, and material selections. Share renders and engage with personal stories to build a brand that feels alive.

2. Content strategy

Instead of sharing just finished project images, share your journey, before and afters, design challenges, moments of creative problem-solving, construction details, etc. Content that demonstrates how you think is what demonstrates value and converts social media followers to clients.

3. Client psychology

Try and be direct and specific in your communication, whether on social media bios or captions. Tell potential clients precisely what you are doing and how you can be of service. Speak their language and make sure to establish value, not just pretty images.

4. Platform diversification

Instagram may be the visual social media, but LinkedIn is where the serious, high-priced clients are hanging out. Use both! Use behind-the-scenes clips, insights, or design philosophies. Do not overlook Reels or Stories. There may be room for growth on Broadway Reels or defunct platforms like Threads!

Make Design a Story, Not Just a Service

Branding gets the most powerful when it’s personal. Show your face, speak in your native tongue, share the culture of your studio, or capture the interactions with your clients. People don’t want perfect—they want to relate. Give them the human part: the mess, the sketches, the laughter on site, the fighting aspects of design. That’s where it begins.

Use carousels to tell a visual story, Reels to show personality, and captions to deepen emotional engagement. Hooks like “Would you believe this house was once a tin shed?” invite curiosity. Calls to action like “Want a home that tells your story? DM us!” create leads.

Conclusion

Gone are the days of social media being a portfolio—it is your loudest player in a marketing toolbelt. Use it wisely. Schedule your content in advance, automate your messages, and share stories that provide value; you should be treating every social media platform as a door to newfound collaborations.