Expanding into New Markets
Project Overview
Kidd Panoscha Architecture & Design is a Portland-based architecture firm known for its thoughtful, sustainable approach to residential, commercial, and public-sector projects. As the firm prepared to expand into new markets, it needed a stronger digital presence and a cohesive marketing strategy that reflected the quality of its work. As Project Manager and Marketing Strategist, I led a cross-functional team to develop an integrated marketing system spanning brand strategy, website redesign, social media, paid media planning, and business development resources—creating a scalable foundation for long-term growth.
The Challenge
Kidd Panoscha had built a strong reputation through its architectural work, but its digital presence didn't reflect the firm's quality or support its expansion into commercial and government markets. The challenge was to modernize the brand while creating a scalable marketing foundation that aligned messaging, strengthened credibility, and positioned the firm for future growth.
Leading the Initiative
I served as Project Manager and Marketing Strategist, leading a cross-functional team of four throughout the engagement. From kickoff through launch, I coordinated project timelines, facilitated client communication, managed feedback and approvals, and ensured every workstream supported the firm's broader business goals. Through bi-weekly stakeholder meetings and close collaboration with our web developer, photographer, and paid media specialist, I kept the project aligned, moving forward, and focused on delivering measurable value.
Tools
Squarespace • Meta Business Suite • Google Workspace • Affinity 3 • Canva • Notion
Building the Marketing System
Brand Strategy
To establish a clear market position, I developed the firm's brand messaging framework, audience positioning, and communication strategy. Together, these elements created a consistent voice that reinforced Kidd Panoscha's expertise in residential, commercial, and government architecture while supporting future marketing efforts.
Website Experience
The website was redesigned to serve as the firm's primary marketing platform, showcasing project work, strengthening credibility, and improving the overall user experience. Working alongside the web developer and photographer, I helped shape the site's information architecture, content strategy, visual direction, and photography library to create a modern, high-end digital experience.
Social & Paid Media
The website was redesigned to serve as the firm's primary marketing platform, showcasing project work, strengthening credibility, and improving the overall user experience. Working alongside the web developer and photographer, I helped shape the site's information architecture, content strategy, visual direction, and photography library to create a modern, high-end digital experience.
Statement of Qualifications
The website was redesigned to serve as the firm's primary marketing platform, showcasing project work, strengthening credibility, and improving the overall user experience. Working alongside the web developer and photographer, I helped shape the site's information architecture, content strategy, visual direction, and photography library to create a modern, high-end digital experience.
Results & Impact
The engagement resulted in a modern marketing foundation that positioned Kidd Panoscha for future growth. Key outcomes included:
- Successfully launched a redesigned website.
- 3.5% Email CTR (at industry benchmark), demonstrating the power of direct donor relationships and segmented messaging
- Established a cohesive marketing system spanning web, brand, and social media.
- Built a professional photography library for ongoing marketing efforts.
- Developed scalable social media and paid media strategies.
- Strengthened business development through an updated Statement of Qualifications.
- Created a long-term marketing framework to support continued expansion.
Recommendation
Mairi Kidd
Architecture
5 of 5 stars
René guided us through a complex brand and website transformation with exceptional organization, communication, and strategic insight. His ability to align stakeholders, lead the project from strategy through execution, and build a scalable marketing foundation positioned our firm to connect with new audiences and support future growth.