I often get asked to explain what I do – even when I say I’m an architect, or that I run my own architectural practice, I still get blank looks, or people want me to explain more. I’ve met some very inspiring women entrepreneurs over the past few years, and many of them have great business advice – including how important it is to try and communicate what it is I do (for you) in one short sentence. I previously thought my ‘elemental design‘ tagline and philosophy had it covered, but it seems that this might have been a bit obscure.
I’m very aware of the ‘eco-fatigue’ that exists now that there is so much green-wash out there, so I was keen to avoid words such as sustainable, eco, green, environmental, ethical, natural, organic, healthy, earthy, and so on, yet of course I still want to evoke that this is my ethos! (Which is why I like the term ‘elemental‘ design instead to cover these). However avoiding these words does make things a bit difficult, doesn’t it?!