ZGF
Services: Communications and Public Realtions, Marketing, Writing, Content Creation, Project Management
Anticipating the completion of several innovative projects, Portland-based architecture firm ZGF needed a comprehensive strategy to promote its work and strengthen its brand in new markets. As the firm’s Digital Media Manager, my two primary goals were to build a stronger digital marketing framework and elevate ZGF’s profile as a leader in sustainable design. Following an audit of existing resources, the solutions for a brand refresh were clear: develop a new website and launch a cohesive content strategy.
The relaunch of ZGF.com was not only an opportunity to create a more user-friendly site, but also to reposition how the firm presented itself and make the brand more coherent. The previous site was difficult to navigate, lacked consistent messaging, and did not fully highlight ZGF’s expertise in core markets, including sustainability, healthcare, aviation, life sciences, sports, and workplace design. To address this, I partnered with an external design and engineering team to develop the new platform. We facilitated workshops with firm leaders to identify gaps and align priorities with client needs. The resulting content strategy focused on human-centered stories and community impact. PR teams were trained in a new editorial style that enabled closer collaboration with project teams to foster stronger client and press relationships.
Proposal deadlines and press opportunities were coordinated on the same editorial calendar to complement and enhance each other. Targeted social media and email campaigns showcased ZGF’s expertise across multiple sectors, directly contributing to project wins. The website redesign informed how marketing teams created proposals, resulting in a more recognizable brand. Outreach to journalists secured consistent coverage in Architectural Digest, The Architect’s Newspaper, Architizer, Curbed, Fast Company, and Dezeen.
The impact was measurable. Engagement and audiences grew across all digital channels. SEO improved by 33% and the website generated a 3% conversion rate in qualified leads for the first time, meeting the industry standard.
As the firm’s profile grew externally, attention turned inward to ensure employees were equally informed and connected. Amid the uncertainty of the pandemic and a leadership transition, ZGF needed an internal communications strategy to improve transparency around business operations. I created newsletters, announcements, and training resources to inform colleagues in the firm’s seven offices. This led to supporting IT and HR in change management initiatives that included implementing CRM systems, expanding knowledge sharing, recruiting talent, and administering scholarship programs.
This integrated approach combined design expertise with operational alignment to drive growth and establish the firm as a trustworthy source in the industry.
Results
- Increased design fees driven by marketing campaigns
- Secured press coverage and maintained relationships with publications and journalists
- Website SEO improved by 33% and conversion rate established at 3%
- ZGF recognized as a leading firm in mass timber and sustainable design with launch of new content program
- Internal communications improved across seven offices to share knowledge, design resources, and business tactics