Abstract

What is the current perception of the architecture profession, and what is the perception that architects want others to have? In the marketing and communications profession, one might ask, what is the profession’s current brand, and how does that differ from the desired brand? From inconsistent state laws regarding architectural titles, to the potential federal reclassification of the profession, to non-architects’ common misconception that architects merely draw floorplans, the architecture profession is misunderstood, causing an image problem. Although architecture is one of the world’s oldest professions, this image problem often translates into deep misunderstanding of what architects do, ultimately affecting their jurisdiction and how they are valued. How can this misunderstanding be resolved to ensure that architects are valued in a way that is consistent with the extensive training, expertise, and licensure process the field requires? Through interviews with architects and non-architects and a social media analysis, this thesis explores these concepts and posits that resolution may begin with a rebranding of the profession altogether.

Publication Date

8-5-2026

Document Type

Thesis

Student Type

Graduate

Degree Name

Architecture (M.Arch.)

Department, Program, or Center

Architecture, Department of

College

Golisano Institute for Sustainability

Advisor

Nathaniel J. Heckman

Advisor/Committee Member

Seth Holmes

Campus

RIT – Main Campus

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