SMPS: Marketing the Legacy: What Frank Lloyd Wright Can Teach A/E/C Marketers

By Michelle Casale, SMPS TAMPA BAY PRESIDENT AND MARKETING MANAGER - SOUTHEAST REGION AT BURGESS & NIPLE

Few names in American design history carry the same weight as Frank Lloyd Wright. He wasn’t just an architect. He was a visionary, master storyteller and brand in his own right. And while we o en celebrate his iconic buildings, his legacy also offers unexpected lessons for today’s architecture/engineering/construction (A/E/C) marketers.

Wright instinctively understood the power of narrative. Every one of his projects told a story of place, purpose and perspective. As marketers, we do the same. We take the technical and transform it into something that resonates. Something memorable. Something human.

Here in Florida, we’re fortunate to have a living laboratory of Wright’s work: the Florida Southern College campus in Lakeland. Home to the largest single-site collection of his architecture, the campus showcases his “Child of the Sun” vision –a harmonious blend of structure and landscape. It’s not just a series of buildings; it’s a cohesive story told in concrete, glass and light.

So what can we, as marketers, take from Wright’s legacy?

1. DESIGN FOR THE SETTING, NOT JUST THE SPECS

Wright believed that buildings should emerge naturally from their environment. He designed with the site in mind, whether it was a waterfall or a Florida grove. In marketing, we should do the same. Every proposal, campaign and social post should reflect the specific context of a client, project or community.

Takeaway: Avoid boilerplate language. Instead, tailor your content to reflect the unique se ing and stakeholders involved.

2. MAKE THE TECHNICAL EMOTIONAL

While Wright was a technical master, he didn’t lead with specs. He led with emotion. He understood that how something feels is as important as how it functions. This is a great reminder for marketers tasked with explaining complex design or engineering solutions to non-technical audiences.

Takeaway: Focus on the “why” behind a project. What problem did it solve? How did it make life be er? Those are the stories that stick.

3. CREATE A RECOGNIZABLE IDENTITY

Wright’s work had a signature, whether it was cantilevered over water or grounded in native stone. His brand was unmistakable. The same principle applies to your firm’s marketing presence. From your messaging to your visuals, consistency builds recognition, and recognition builds trust.

Takeaway: Audit your firm’s voice, imagery and positioning. Is it cohesive? Is it distinct? Does it reflect your firm’s purpose and personality?

4. BUILD FOR THE LONG TERM

Wright’s work wasn’t trend-driven. It was visionary. He designed with decades in mind. In a fast-paced marketing world, it’s tempting to chase short-term wins. But the most enduring brands are built with intention, clarity and longevity.

Takeaway: Balance your immediate goals with a biggerpicture brand strategy. Think about where your firm is headed and make sure your messaging evolves accordingly.

Frank Lloyd Wright blurred the lines between designer, storyteller and strategist. As marketers in the built environment, we do the same. We translate the language of engineers and architects into narratives that win work, inspire communities and shape legacies.

So the next time you walk through one of Wright’s buildings, or even just flip through photos of Florida Southern’s iconic campus, ask yourself: What story does this space tell? And then consider how you can help your firm tell stories just as powerful.