Yorkshire's Small and emerging practice network representative Paul Wainwright invites you to join us for the September webinar where we will be joined by Paul Iddon.
This session will be on today’s crowded market; small and emerging architectural practices need more than just great designs, they need to create emotional connections that truly resonate with clients.
Paul Iddon, architect-turned-marketer and RIBA National Council Member, RIBA North West Member, and Vice President of the Manchester Society of Architects, will provide an insightful online session revealing how a simple, symbolic gesture - a “red chair” moment - can become the emotional heart of your project. These moments help tell your project’s story in a way clients remember and connect with deeply.
Drawing on groundbreaking research from behavioural economics and storytelling, Paul explains how clients often make emotional decisions first and then justify them rationally. Understanding this can transform how you communicate your value beyond technical details.
Learn practical, actionable techniques to identify and frame these symbolic moments in your work, helping you build trust, stand out in a competitive market, and grow your practice.
Plus, get an exclusive preview of Paul’s upcoming free CPD course on storytelling and symbolic design tools designed to make your architecture unforgettable.
About Paul Iddon
Paul is an architect and communications expert with over 35 years of experience in practice and brand strategy, specialising in communications with a focus on architect engagement.
