‘We are a visual culture, so Instagram is a natural portal for us to showcase our people, practice and projects,’ says Gabriela Frank, director of marketing and business development at Seattle-based Olson Kundig, a 190-person strong architecture practice established in 2000.
The firm has a following of more than 80,000 on the image-led platform – amassed since 2014, when it challenged a member of staff to gain the practice 1,000 followers in a month. By 2017, it had about 44,000 and, today, the strategy is driven by the firm’s communications and marketing team, which meets once a month to brainstorm ideas and map out content – typically linked to public events, media coverage and project launches, but also the inner workings of the practice. Writers and graphic designers then develop…