Our Goal
To bring a professional biography to life with details that introduce a reader to the person behind the name, photo, and credentials. A biography should communicate a designer's philosophy or mission, punctuated by colorful facts and relatable anecdotes that humanize our firm’s talent and forge emotional connections with readers.
Table of Contents
Tips and Best Practices
Get the Story
Interview people to gain an understanding of their design approach, leadership style, and/or driving motivation. It’s often helpful to record the interviews for reference later (consider recording the call on Teams, or on your phone if meeting in person).
Show what this person brings to the table by briefly describing their design approach, leadership style, or motivation/personal moral code.
The interview is an opportunity to keep your ears tuned for meaningful stories-within-stories, or fun facts about a person’s life journey. Often, these tidbits have shaped the person’s character in a significant way.
Loosen Up and Listen
During the interview, use your questions as a guide, but don't get stuck in the cycle of formal questions and answers. Be curious. Listen. Ask follow-up questions. Strive to really understand that person. It’s fascinating what you can learn about your colleagues when you just ask.
During the interview, listen for a compelling soundbite that can be used as a powerful standalone quote.
Make it Personal
Personal anecdotes can transform an otherwise staid professional biography into a compelling story. Don’t be afraid to include personal touches in a bio.
Think about someone—maybe a celebrity—who intrigues and/or inspires you. What about that person's life would interest you most, and how would you write about that person? Use that framework to “feel” your way through this writing exercise.
Remember that people are more than just their professional titles and roles: They may also be mothers, fathers, teachers, volunteers, artists, cooks, musicians, athletes, etc.
04
Let the Story Speak
Everyone here is talented. Resist the temptation to include this word—“talented”—in the story text. It’s unnecessary at best, and at worst, it makes us sound like we’re overcompensating.
Don’t take up space by writing out the “black and white” facts (professional credentials, certifications, licenses, education, awards, etc.), as these can be listed elsewhere.
06
Stuff to Avoid
Don’t include a specific number of “years of experience.” Since this number changes annually, the updates required would be too frequent. Steer clear of listing key projects in a person’s portfolio. On the website and on their resumes, their projects will appear beneath that person’s story.
― 05
Tell a Short, Secondary Tale
If your interview unearths an anecdotal gem—a short, colorful story that has an interesting and powerful/meaningful connection to the person’s practice—consider using it in a short sidebar story. This is an opportunity to add yet another degree of humanity and relatability, but without taking up essential text space in the main bio.
You might call it “A Designer’s Tale,” or “An Architect’s Anecdote.”
Sections labeled A , B , and C correspond to examples on the following pages.
Sample interview questions can be found on page 7
HELPFUL HINTS:
Section
Conversation Starters
Hey there, storyteller! Writing someone's People Story and need some inspiration?
Try these questions on for size:
1. Was there a moment when you knew this field was for you, or did it come to you gradually?
2. Can you briefly describe your early career?
3. What inspires you every day and/or boosts your creativity?
4. Can you attribute your design or work philosophy to a single event in your life that, for whatever reason, had a lasting impact on you and your perception of the world?
5. At what moment do you know your project is or has become a success?
6. What's your specialty, and what are your favorite types of projects to work on? What talents and/or skills do you bring to the table?
7. Do you volunteer anywhere in your community—if so, where and doing what?
8. How do you work with clients to discover their needs and challenges?
9. What's your vision for [specialty] both in the short term and long term?
10. What's your proudest achievement?
11. Any hobbies, fun facts, or words of wisdom you'd like to share?
Anatomy of a Story
The following samples break down the various elements of an effective People Story. Here, you can see how the tips and best practices outlined on the preceding pages come to life.
Keep it short and sweet.
125-150 words for the story
40 words for a pullout quote
30 words for a “fun fact”
110 words for a “sidebar story”
Juan Rovalo Director of Ecology
Juan recognizes that the power of design comes with enormous responsibility. “We have to acknowledge our ability to make a meaningful difference,” he says. “The world as we know it has been shaped by design, but it’s always open to reinvention.” With the knowledge and insight we have today, he believes we can do better: Design has the potential to heal people and the environment, as long as it’s rooted in ecological awareness, responds to complex needs, and leaves room for innovative solutions.
Raised in Mexico in a family of architects and artists , Juan developed a profound respect for local culture and Indigenous practices, which he carries into his work every day. He thrives on convening diverse thinkers to design places that are collaborative, ethical, culturally sensitive, and ecologically re storative.
As our first firmwide ecologist, Juan empowers our teams to be agents of change, promoting best practices in naturebased design solutions that drive climate action and environmental justice. Whether he’s helping communities rebuild through coastal resilience plans, strategizing to enhance biodiversity for a site, or developing tools for placekeeping, his focus is on creating healthy, regenerative, and equitable environments where all living things can coexist and thrive.
Pullout Quote
“Design should not only respond to the needs of today, but also plant seeds for a better, healthier tomorrow.”
Fun Facts About Juan
An advanced open water diver and avid hiker, Juan thrives on exploring nature’s depths and heights and is committed to remaining connected to the elements he cares so dee ply about.
Margaret Cavenagh
Principal, Managing Director
For Margaret, design comes from working with what’s already there. “Every project contains a clue about where to begin,” she says. “It’s a process that unfolds over time, shaped by the many voices and identities that come and go.” She gravitates toward projects that celebrate this continuity—transforming existing buildings or restoring public spaces to keep them relevant today and resilient into the future. To her, the success of a project is measured by its connection to its place, by how much it feels like it’s always belonged there.
Margaret grew up in Carlisle, Pennsylvania, but for over 30 years Chicago has been home. Throughout her career, she’s worn many hats, embracing a hands-on, “do whatever it takes” mindset, whether managing projects, building client relationships, or mentoring teams. She’s always led with empathy.
As managing director of our Chicago studio, Margaret is committed to nurturing our collaborative, supportive environment. Here, trust, open communication, and a shared vision fuel creativity and enable personal and professional growth.
Caption
nj "I admire the sculptural qualities of Carlo Scarpa’s work and applaud his precise details incorporating the organic and imperfect characteristics of concrete and stone so beautifully."
nj "My parents’ cottage, located on a small island on a lake in Ontario, is where many favorite memories were made for me, my children, and my extended family. City living and work are forgotten the moment we catch the inimitable scent of cedar and lake air from the marina dock!"
nj "I love traveling with my husband and two children and will keep doing it as long as Harry and Kate are willing to explore more buildings than they ever thought possible with their architect parents!"
Pullout Quote
"Chicago has always been an incubator for new ideas, risk-taking, and innovation, particularly in design, and I’m excited to keep that energy flowing into our workplace. My goal is to continue to inspire, empower, and create spaces that uplift and move people."
Captions provide further context
Section 04.
Storytelling in Action
Remember:
Show what this person brings to the table by briefly describing their design approach, leadership style, or motivation/personal moral code.
Personal anecdotes —childhood memories, dreams, recollections of first encounters, etc.—can transform an otherwise staid professional biography into a compelling story. Don’t be afraid to include these personal touches in a bio.
During the interview, listen for a compelling soundbite that can be used as a powerful standalone quote.
“Chicago has always been an incubator for new ideas, risk-taking, and innovation, particularly in design, and I’m excited to keep that energy flowing into our workplace. My goal is to continue to inspire, empower, and create spaces that uplift and move people.”
MARGARET CAVANAUGH PRINCIPAL, MANAGING DIRECTOR
An advanced open water diver and avid hiker, Juan thrives on exploring nature’s depths and heights and is committed to remaining connected to the elements he cares so deeply about.
What if We Need Help with Writing?
We’ve all been there: Major proposal due. Nine conference calls. One really complex awards submission. Six staff meetings. One client interview prep. Two photoshoots to attend (five towns over). A speaker nomination. Three media inquiries. And a client-facing panel discussion.
All of that—and it’s only Tuesday morning!
Wondering how you’re going to squeeze in some of this writing?
Don’t fret.
A freelance writer may be able to help. And if you’re not sure where to start, we’ve put together some information to get you on the right track.