-To live the dream-

How Could We Make a Living from Design as Architects?

Starting from scratch—no clients, no resources, no contacts, no privileges or influence, not being the child of an architect or a politician—nothing. Well, at the very least, you could begin with unshakable motivation.

I wrote the following with the intent to share, in the most clear, raw, and honest way possible, how to begin. However, this article is not meant to be a roadmap. Of course, the details of exactly how to achieve results are too extensive, so at the end, I’ll leave a reading list to help you dive deeper into the mindset shift required to make a living from design.

Let’s begin by mentioning a few perceptions and truths we often hear in our profession about design:

Architects are often seen as misunderstood designers who struggle to explain their ideas. Some say we draw nicely and ask for façades like the ones they saw on Pinterest… but on an 8x18 meter lot.

1. The courses that demanded the most time, resources, and effort during our studies were design-based, especially the studio classes, which were considered the backbone of our academic training.

2. After graduation, we don’t know how to sell our design services, how to explain them, and much less how to price them.

3. Design jobs are rare, and often poorly paid.

4. In architecture, applying marketing or sales concepts is frowned upon. It’s understood that design is for the cultured, the connoisseurs, the wealthy—not a product for the masses.

5. The one that sounds like a joke but isn’t: Only architects applaud like seals whenever BIG’s new project drops on social media.

The lack of interest in our field is no one’s fault but our own. It’s easy to see in the content we share: technical and pompous language, stylized drawings, abstract models with raw materials, flashy renders and photos—oddly enough, rarely showing any people using the spaces.

Clearly, we’re mostly trying to impress our peers rather than reach the people who don’t yet understand the value of our services. Instead of expanding the market, we cling to a limiting vision of how, with whom, and for whom we work.

THE BEGINNING — KNOW YOUR "WHY"

This might sound vague, but the key is to start by defining your “Why.” Ask yourself what thoughts, emotions, and actions stem from your designs. Know yourself well—your deepest passions, what sets you apart, and how you could help others with your skills. (There’s a great book by Simon Sinek on this.)

Once you find your answers, you’ll know how to guide your practice. Personally, it took me 8 years of trial and error to get there. Everyone's journey is different. Starting seriously is the most logical move—but also the hardest one.

The method I followed is called the Lean Startup: launch with a minimum viable service, validate your idea in the market, gather feedback, iterate constantly, define your ideal client, improve and diversify services, and pivot when necessary.

MESSAGE AND COMMUNICATION

The tone of your message is essential to connect with potential clients. Be mindful of every word you publish—on your website, social media, or anywhere.

Communication is the key starting point. Be clear about what you design, for whom, how you do it, and what results it brings. Conveying that is vital.

Many start by focusing on logos, color schemes, branding, business cards, packaging, chairs, a powerful computer… First mistake. Yes, image matters—but the perceived value of design is directly tied to service quality. That’s where your message must be clear, strong, and convincing.

Avoid generic and impersonal communication—especially that academic tone we learned in school. Nothing bores a client more than a half-hour speech about “the concept.”

CHOOSE YOUR IDEAL CLIENT

You need to ditch the stereotypical architect’s ego. Forget about grandiose, pharaonic projects—pick a market niche and meet the real needs of those people.

Never say you do everything. Reflect on what truly excites you and where your talents shine. That way, you can define your audience and position yourself as a specialized, innovative problem-solver.

I’ve seen architects promote themselves as doing landscaping, interiors, renders, project management, budgeting, supervision, construction, flooring, plaster, finishes… everything. When there’s no unique value, the only competition left is price.

In business, a company without clear differentiation is said to be swimming in a red ocean (full of sharks). If your firm stands out for something specific and unique, you swim in a blue ocean—smaller, but where your value speaks louder than your price.

THE PLATFORM

Your platform is the ecosystem that boosts your exposure and connects potential clients with you. Channels vary—Instagram keeps you on people’s minds frequently, while Facebook is more robust and community-oriented.

Your platform is your 24/7 sales agent. If well-designed, it’s a powerful ally for client acquisition.

SELLING DESIGN

To sell design, you need a clear differentiator and must stay true to your values to genuinely connect. Your design abilities stem from experience, acquired tastes, personal ideals, and a solid understanding of your own strengths.

If you believe in the value of your ideas and what you’re capable of delivering, don’t hesitate to charge accordingly. You are your brand ambassador—attend to clients with a personal touch.

Living from design is a process. Once you’re positioned as an independent architect and your studio grows, it's time to build a team, tackle larger projects, and expand your impact..

SHARE!

Show the world what you can do—even if your only follower is your grandma (and a pity follow). Whether you’re starting out or already established, limiting your reach squanders the tech tools that could help you grow. This is what exponential growth is about.

DON’T GIVE DESIGN AWAY FOR FREE

Never give away your most valuable asset: your ideas. I wrote a whole rant about this—traumas included. (See page 41, issue 17.) Find it here

DIVERSIFY: THE SUSTAINABLE VISION OF DESIGN

Design is often the entry point to other opportunities. It’s true—design sells—but you must know when and how to leverage it. It opens the door to project management, permits, consulting, or full construction. It’s up to us to evaluate which jobs align with our expertise and interests.

One time, a lady who thought architects should do everything left me a bad Google review because I refused to paint her gate. She argued that being online meant I had to accept all jobs. Some might criticize me—but when you’ve focused your niche and results are coming in, you must carefully choose related services that offer better income margins.

People often assume architects do everything. Ironically, standing out with a specific service makes you more visible to the wrong kind of prospects.

DON’T INCLUDE DESIGN AS A FREE BONUS

By “diversify,” I meant offer services that stem from design—but never mix them up. If you’re hired for one thing (a render, model, drawing, etc.), focus on that. Don’t let experienced clients take advantage of your other skills for free extras.

Beware—this principle is tough to stick to. As architects, we love solving everything, even what’s outside our scope.

FEAR

Often, the value of design depends on how much the seller believes in it. If you’re afraid or unsure of your worth, you’ll never convince others to pay fair value.

I’ve met colleagues who give it their all, but when it’s time to charge, their voice shakes—they’re not even convinced of their own work.

If you’ve overcome that insecurity, the next step is finding ideal clients—those who see value in your services and appreciate the benefits of working with an architect.

Confidence grows with success stories, client referrals, peer recognition, and being seen as an expert. That’s how you reach better opportunities.

YOU NEED MENTORS & REFERENCES

Don’t fall into the “me against the world” mindset. Seek out people who are already seeing results. They don’t need to be famous—just someone more experienced. Their advice can save you from a lot of missteps.

When I started, I did exactly that—I self-educated like crazy. Here are some references that helped me (you might hate me for a few, but they work):

Content creators / architects / entrepreneurial inspiration:30X40 Workshop, Viviano Villarreal, Cota Paredes, Ing. Arturo (Estructura MX), Arkham Projects, Caterina de la Portilla, ARQcoaching, Business of Architecture, The Futur, Shark Tank MX, TEDx Talks.

Books (not all are about architecture):Architect + Entrepreneur Vol. 1 & 2 by Eric Reinholdt,Arquitectos de Familia by Rodolfo Livingston,The Lean Startup by Eric Ries,Show Your Work by Austin Kleon,Arquitectura Freelance by Carlos Montilla,Start With Why by Simon Sinek,This is Marketing by Seth Godin,The Art of War by Sun Tzu,and the biographies of any creatively powerful person who inspires you.

 ARCHITECTS NEVER KNOW WHEN TO STOP — THE END IS JUST A NEW BEGINNING

To wrap up, don’t fixate only on the “tip of the iceberg” image of the profession. Let go of the rockstar architect dream, the studio that “appeared overnight,” or the influencer-coach promising you’ll conquer the world with good vibes alone.

Those stories are attractive because they feed our fantasy. But the one common thread among all those who made it? A deep conviction, love, and dedication to the craft. Sounds cheesy, hard, and boring? Exactly. That’s why so few make it.

Living from design means unlearning what school taught us. Understanding reality, and working hard to improve it. It’s a long journey, free of utopias—demanding, but immensely fulfilling, where we get to improve the lives of others.

If you’re about to start—I wish you success!