Framing Ideas with Precision: Why Advertising Creatives Should Think (and Speak) More Like Architects 📐

As the son of an architect, who grew up in a house that was perpetually “under construction” (still is, by the way), I’ve always had a soft spot for architecture. At one point, I nearly became one myself—until I spent a week doing work experience at a studio and realised it wasn’t just about sketching dream homes with waterslides and basketball courts. It was a little more demanding.

But my fascination with architecture never faded. After binge-watching more YouTube house walkthroughs than I’d like to admit, one thing stood out to me: architects really know how to sell their ideas. They don’t just present the glossy finished product—they explain everything. From the choice of materials to how the building will handle a once-in-a-lifetime windstorm, they’ve got it all covered. And considering the huge sums of money on the line, clients want—and need—to know every detail.

An architect can walk you through why they chose that sleek metal finish instead of timber, or how the design maximises natural light while keeping the place energy-efficient. It’s not just subjective. They've got an answer for every question because they’ve thought of every angle, right down to the legal codes and sustainability requirements.

But it's not all rules and regulations—architects are artists at heart. Their true passion is designing something that’ll make people stop and stare, or smile as they walk through the door. They're constantly balancing the science with the aesthetic, aiming to create something meaningful and lasting.

Advertising creatives are really no different. We have our own foundations to build on: client briefs, data, strategy, planning. Just like an architect’s blueprint, a creative strategy maps out everything from target audiences and USPs to media channels. But here’s where we sometimes slip up: while architects are meticulous about explaining the "why" behind each design choice, we often feel the urge to skip straight to the big idea—flashing eye-catching images and thought-provoking taglines without always giving enough reasoning behind our choices.

Sure, clients might love the razzle-dazzle at first, but when it’s time to sign off, they can sometimes get cold feet. Why? Because they don’t fully understand why this campaign works. That’s where adopting an architect’s approach could save the day.

Instead of just presenting the wow-factor, we should spend a little more time guideing clients through the nuts and bolts of our thinking. Why does that typography treatment nail the brand’s personality? How does this paragraph perfectly tap into consumer psychology and behaviour? If we explain the logic behind the creative vision—just like an architect walking through floor plans—clients are far more likely to trust the process (and their wallets).

At the end of the day, the artistry in both fields is undeniable. But the real magic happens when that artistry is backed by solid logic. When we, as creatives, present ideas with the same clarity and conviction as an architect explaining structural integrity, we’re not just pitching a dream or idea—we’re selling the master plan and framework behind it. And that’s where trust (and budgets) can grow.

So, maybe it’s time to dial back the jargon and dazzle, and take a page from the architect’s playbook. Let’s give our clients a little less mystery and a lot more reason, brick by brick. After all, whether you’re building a brand or a semi-detached house, it’s the foundations that keep it standing.

Check out a couple of videos that sparked this opinion piece. If I didn’t convince you, maybe these will. Watch: Inside a Modern Moving Home On Railroad Tracks and An Architect's Own Home Designed for Himself & His Two Sons.