Can You Be an Architect, a Tech Marketer, and a Business Owner All at Once?

In this episode of Practice Disrupted, Evelyn Lee sits down with Joann Lui, an architect-turned-entrepreneur who is redefining what a career in architecture can look like. Joann shares her journey from traditional practice at Gensler to content marketing for tech startups like Monograph and Testfit, and reveals her latest venture: co-founding OIKA, a matcha company that has become the largest matcha refinery in the United States.

Joann opens up about her early realization that she never wanted to start her own architecture firm, a decision that freed her to explore other passions. She discusses how she applies her architectural mindset to designing cafes and building businesses, treating each venture as a design problem to be solved. The conversation dives into the challenges of opening a brick-and-mortar business, from navigating permits and renovations to learning entirely new operational systems on the fly.

"I don't think there is a work life balance. I'm always working, but I really do love it. Burnout comes when you're doing work that's not aligned with your values." - Joann Lui

Evelyn and Joann also explore the concept of a "portfolio career", discussing how Joann balances her multiple roles, from leading the Women Architects Collective to consulting on content marketing, without succumbing to burnout. Whether you are interested in entrepreneurship, side hustles, or simply curious about how architectural skills translate to other industries, this episode offers an inspiring look at building a career on your own terms.

Joann Lui is an architect, content marketer, and entrepreneur. After spending over a decade in traditional architecture practice, she pivoted to the tech world, leading marketing for startups such as Monograph and Testfit. She is the founder of the Women Architects Collective, a community of over 5,000 members, and the co-founder of OIKA, a single-origin matcha company based in New Jersey.

This episode is especially for you if:

✅ You are an architect interested in entrepreneurship or starting a business outside of traditional practice.

✅ You want to learn about "portfolio careers" and how to balance multiple professional passions.

✅ You are curious about the intersection of design, branding, and brick-and-mortar business operations.

✅ You are looking for inspiration on how to leverage your architectural skills in new industries like tech or retail.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Learn more about OIKA
2. Learn more about Joann Lui
3. Connect with Joann on LinkedIn

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In this episode of Practice Disrupted, Evelyn Lee sits down with Gabriella Bermea, a Senior Associate at Perkins Eastman and the voice behind the growing social media platform "Architect Big Sis." Together, they explore the power of storytelling outside traditional portfolios, discussing how short-form video and personal narrative can demystify the profession for the next generation.

Gabriella shares her journey as a "border kid" from Eagle Pass, Texas, where careers were often inherited rather than discovered. She opens up about the resilience required to navigate architecture school and licensure, revealing she took 16 ARE exams (failing 10) before becoming the first in her class to get licensed. Now, she uses those experiences to create content that answers the questions she had as a student, offering a transparent look at salaries, career progression, and the reality of studio culture.

"If your best people are afraid to speak, you're not protecting that professionalism, you're just protecting your control over them." - Gabriella Bermea

The conversation also addresses the business side of content creation. Gabriella explains why metrics like "saves" and "shares" are more valuable than views, and why firms should view employee advocacy as an asset rather than a liability. Whether you are a student looking for guidance or a firm leader navigating the creator economy, this episode challenges the industry to stop hiding behind polished images and start sharing the unfiltered truth.

Gabriella Bermea is a Senior Associate at Perkins Eastman and a 2024 AIA Young Architects Award recipient. Growing up on the Texas-Mexico border, she didn't know what an architect was until high school. Today, she is a recognized "trend disruptor" and advocate for equity in the profession, using her social media presence to mentor students and emerging professionals globally.

This episode is especially for you if:

✅ You are an emerging professional or student looking for honest advice on exams, salaries, and career growth.

✅ You are interested in starting a social media channel but struggle with perfectionism or fear of criticism.

✅ You are a firm leader trying to understand how to support employees who want to build personal brands.

✅ You want to learn how to use digital storytelling to reach a broader, more diverse audience. ✅ You are curious about the metrics that actually matter when building a community online.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Connect with Gabriella on LinkedIn
2. Follow Gabriella on Instagram
3. Learn more about Perkins Eastman

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How Can Architects Ditch the 'Starving Artist' Mentality and Design a More Profitable Future?

To kick off Season 12 of Practice Disrupted, Evelyn Lee returns from her term as AIA President with a special episode, turning the tables to be interviewed by Tyler Suomala, founder of Growthitect. In this candid conversation, they reflect on Evelyn's year of travel and leadership, discussing the often unseen advocacy work of the AIA and the disconnect between national efforts and local members' perceptions.

Evelyn and Tyler examine the core challenges facing the architecture profession, particularly the limitations of the traditional fee-for-service business model. They argue that the industry's "starving artist" mentality and reliance on slim margins are hindering innovation and the ability to offer competitive benefits such as parental leave. The discussion explores practical ways architects can capture more value, from rethinking "pre-design" and "post-occupancy" services to exploring subscription models for long-term building maintenance.

"You don't build your business first and then your life second. You have to build a business around the life that you want." - Tyler Suomala

Both leaders emphasize that transformation starts at the individual level. They challenge listeners to stop waiting for permission or industry-wide change and instead take ownership of their careers by raising fees, embracing new skills like sales and marketing, and carving out dedicated time for strategic thinking. Whether you are a firm owner or an emerging professional, this episode offers a roadmap for building a more sustainable, profitable, and human-centric practice.

Tyler Suomala is the founder of Growthitect, where he helps architects and designers master sales, marketing, and business development. After starting his own design studio early in his career and realizing the gaps in his business knowledge, Tyler pivoted to learn these essential skills in other industries. He is now dedicated to bringing those lessons back to the architecture profession, helping firm owners escape the "feast or famine" cycle and build thriving businesses.

This episode is for you if:

✅ You are frustrated by the "starving artist" narrative in architecture and want to build a more profitable business.

✅ You are curious about alternative business models, such as subscription services or productizing your expertise.

✅ You want to understand the value of national advocacy and professional organizations like the AIA.

✅ You are looking for strategies to balance design excellence with business operations and personal well-being.

✅ You are ready to stop waiting for the industry to change and start making moves in your own career today.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Connect with Tyler on LinkedIn
2. Follow with Tyler on Instagram
3. Learn more about Growthitect

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