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by Jose Lanuza, CEO, Weave Collaboration Partners
Attending the Royal Institute of British Architect’s (RIBA) Guerrilla Tactics Conference in London earlier this month was a clarifying experience. Under the theme “The DNA of Practice: Shaping Identity Beyond the Portfolio”, the day offered a compelling exploration of what defines an architecture firm, not just in terms of its projects, but in its values, culture and mission.
A central insight was that a practice’s identity extends far beyond its built work. To this end, the conference examined the ingredients that shape this identity – workplace culture, organizational structure, ethics and social purpose to name the some of the guiding elements.
In a challenging market, where small and medium-sized practices face economic pressures and shifting client demands, the ability to articulate what makes a practice unique becomes a strategic asset.
Business resilience through strategic clarity
There was considerable focus on building resilience through business development, not by compromising design quality, but by aligning operations with core values. My fellow attendees were offered actionable tools to strengthen their practice’s business model, helping turn intangible qualities such as purpose or culture, into tangible strategies for growth. This is especially relevant for SME firms, where balancing design integrity with cash flow and client acquisition is a constant concern.
A recurring theme was branding as more than a marketing exercise, with a focus on how a practice expresses its ethos. The conference encouraged architects to define specialisms not merely by project typology, but through a philosophical or methodological lens. This type of brand-first thinking helps us communicate in ways that resonate with clients, collaborators and communities, as well as building a practice that reflects who we are, not just what we do.
Innovation and technology as enablers
Technology was framed not as a threat, but as an enabler of clarity and creativity. At Weave we could not agree more, advancements in technology and digital processes are a friend to small firms, offering the opportunity to free up time for more creativity and innovation by automating tasks and implementing new time shaving software. For small practices in particular, leveraging innovation in this way can make operations leaner and more imaginative. And that’s at the core of what we offer at Weave, the opportunity to support firms in their digital adoption and be a guide to a new digital future.
One of the most resonant truths of the day was the acknowledgment of the tension every small or medium practice navigates, the struggle to stay creatively grounded while also building a viable business. The conference made it clear that creativity need not be sacrificed for survival. On the contrary, clarity of purpose and identity can help free up time, attract the right clients and balance ambition with pragmatism.
Looking ahead with innovation and purpose
In summary, this conference in London reinforced that small practices can, and should, be ambitious, not just in terms of design, but in how they define themselves. By cleverly articulating their DNA and investing in technical innovation they can build resilient, responsive and purpose-driven practices.
Guerrilla Tactics 2025 was a clear demonstration that architecture is forever evolving as the sector embraces new technologies and shifts in business models by identity risks and turning them into a strategic advantage.
To learn more about how to balance creativity and business delivery, contact us for a free consultation for your firm.
