The Art of Running an Architecture Firm: Lessons from Katherine Hogan Architects

Katherine Hogan Architects offers a masterclass in how adaptability and strategic shifts can allow a small firm to thrive. Based in Raleigh, North Carolina, the firm has redefined success through rebranding, creative business models, and a focus on public work. By moving away from high-end residential projects and pivoting toward community-focused public projects, Katherine Hogan and Vinny Petrarca have transformed not just their portfolio, but also their approach to architecture. Their journey serves as an essential lesson for business owners across industries: sometimes, you need to rethink the entire structure of your business to grow.

From Residential to Public Work: The Strategic Shift

Initially operating as Tonic Design/Tonic Construction, the firm was well-regarded for its private residential projects. However, Hogan and Petrarca realized they were being pigeonholed. To move into the public sector, they rebranded as Katherine Hogan Architects in 2021, a bold move that opened doors to projects such as K-12 school renovations, parks, and more.

Rebranding was more than a name change; it was a signal to the industry that they were ready for a new direction. As Hogan noted, her efforts to pivot to institutional work often met with resistance from potential clients, who viewed her as merely a project manager or marketer rather than a principal. The rebranding gave the firm new credibility, leading to a shift in how they were perceived and allowing them to access previously unreachable public commissions.

This rebranding highlights a lesson for business owners: being fluid with your brand is essential. If your current branding doesn't align with your growth goals, it may be time to evolve it.

Overcoming Challenges Through Rebranding

The rebranding was a calculated risk that paid off. It gave the firm the credibility needed to break into a public work market where they had little prior experience. Much like businesses in any industry, architecture firms must evolve to stay relevant. In their case, the rebrand allowed them to move from a niche market into a sector that is not only more stable but also more fulfilling, enabling them to positively impact the community.

Business owners across industries can draw from this lesson. If you feel trapped by your market’s perception, consider a rebrand that aligns with your desired evolution. Sometimes, it’s not the product or service that needs a refresh—it’s how the market views your capabilities.

Creative Business Models: Making Design Accessible

The firm’s business model also sets them apart. Rather than simply designing projects and outsourcing the build, Katherine Hogan Architects acts as both architect and general contractor. This dual role enables them to offer more flexible payment terms for clients, especially important for a diverse community like Raleigh. Clients are no longer required to pay large sums upfront, making high-quality design accessible to a broader demographic.

Their decision to combine architecture and construction responsibilities highlights an innovative approach to doing business, and this adaptability has been key to their success. In an ever-changing world, businesses that adapt their models to suit new market realities are better positioned to thrive.

Designing for the Community: Focus on Public Projects

Katherine Hogan Architects' move toward public work is not only a sound business decision but also a socially responsible one. Their work on public schools and parks in the Raleigh area, including the transformation of Southeast Raleigh Magnet High School’s lobby, demonstrates how thoughtful design can influence social spaces. With a tight budget and a clear vision, they created a welcoming atmosphere for students, a space where collaboration and comfort meet.

Similarly, their renovation of Brassfield Elementary School demonstrates their resourcefulness. With a modest $10 million budget, they retained the building’s original structure while upgrading it with ADA features, energy-efficient solutions, and aesthetically pleasing elements. The result? A modernized facility that serves as a model for other public projects in the region.

This focus on public projects, while more demanding in terms of red tape and budget constraints, has proven to be both fulfilling and sustainable for the firm. It also emphasizes a critical lesson: long-term success often lies in areas that align with broader community needs, not just in profitable sectors.

Lessons for Business Owners: Adapt or Stagnate

Katherine Hogan Architects' story is a testament to the power of adaptability. In an industry where staying in a niche can be limiting, they chose to transform their entire business structure. This goes beyond merely adapting to market trends—they rebranded, rethought their business model, and redefined their focus.

For business owners in any field, the takeaway is clear: evolve or risk stagnation. In architecture, technology, marketing, or any industry, business success often requires rethinking not just products or services, but the structure and strategy of the business itself. Change may feel risky, but stagnation is far riskier in today’s fast-paced, competitive environment.

Conclusion: Partnering with TXO Marketing for Business Growth

Just as Katherine Hogan Architects rebranded and adapted their business to meet new market demands, other companies must be willing to do the same. At TXO Marketing, we specialize in helping businesses pivot and grow through tailored marketing strategies. Whether it’s rebranding, expanding into new markets, or optimizing your digital presence, our full-service solutions are designed to help your business thrive. Visit txomarketing.com today to learn how we can support your next phase of growth.