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OPINION
More than a hashtag
A ccording to OpenAsset’s 2024 State of AEC Marketing Overview , 94 percent of AEC marketers reported using social media as a key channel for generating leads and building brand awareness. It’s no longer enough to produce great work. That work must be seen, shared, and humanized. In a world where perception drives engagement, the AEC industry is waking up to a new kind of visibility.
Sara Grayum
The shift is happening on two fronts: in the physical realm, where projects are judged not just by function but by photogenic appeal, and in the digital realm, where a firm’s most influential brand touchpoint is not only its homepage but its people’s LinkedIn profiles. Together, these trends paint a clear picture: if your work isn’t Instagram-worthy, and your team isn’t LinkedIn-ready, you’re missing out on your most powerful marketing assets. THE POWER OF “INSTAGRAM-WORTHY” DESIGN IN AEC BRANDING. The phrase “Instagram-worthy” might sound superficial, but its impact is anything but. It reflects a powerful mix of design, emotion, and shareability – and a significant branding opportunity for a technically driven industry. For architects, engineers, and construction
professionals, these photogenic moments are strategic touchpoints. A well-framed structural detail, a thoughtfully lit pedestrian bridge, or a bold material palette can become a visual signature that elevates a firm’s brand. Design elements like splash pads that enhance playfulness or signage that doubles as sculpture don’t just invite interaction on-site – they live online, amplifying the project and the expertise behind it. Here’s the key: it’s not about doing more. You’re already creating these moments. The texture of a retaining wall, the way light moves through a space – these elements are inherently photogenic. They’re being noticed, shared, pinned, and remembered. TAG, YOU’RE IT. Want proof? Look up one of your
See SARA GRAYUM, page 8
THE ZWEIG LETTER SEPTEMBER 22, 2025, ISSUE 1602
ELEVATE THE INDUSTRY®
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