Curtis J. Moody, FAIA, NCARB, LEED-AP

Curtis J. Moody, FAIA.

Although signs are beginning to point to the recession’s end, there remains no doubt the architecture industry has taken a hit. Firms have been forced to reduce hours, downsize staff, and even close their doors due to the decrease in available work. With a new perspective on funding, tighter budgets, and overall resources, how will this impact the future of signature design?

As the president and CEO of Moody•Nolan, a firm established in the early 1980s, I’ve certainly witnessed the industry go through its ups and downs. However, one thing that has remained consistent is the presence of signature design. Viewed as one’s style of architecture, signature design is carried throughout every building respective architects design. As the project’s plan is created, it is the architect’s trademark and unique features are embedded into all aspects of the design that create a clear identity for the building.

Hampton University, by Moody•Nolan.

However, like the many changes the industry has encountered since the recession, signature design will also change. In the past, a client would want a signature design to make a statement within their community or organization, and they were willing to pay the cost that came with it. But in challenging economic times, more clients will be forced to restructure their approach to signature design because of tighter and more constrained budgets. Clients will still look to the architect to receive the creative results they’ve always been given, but at a lesser cost.

Ohio Northern, by Moody•Nolan.

Consequently, the doors will open for less-established high-design firms aspiring to achieve the signature design status. Clients will not have to sacrifice the design premise and will look to these firms to provide a high level of design, expecting to see reduced fees and overall construction cost that sometimes are encountered with signature architects. In fact, our firm is currently experiencing the benefit of this scenario, where the client initially retained a highly regarded signature design architect. Because firm selection committees realized that they could not achieve the original fundraising goals, they determined that a more economically sensitive approach was necessary, and parted ways with the design firm. Our firm and several other design firms are being considered to work with clients to give them high designs within more conservative budget parameters.

Ohio Northern, by Moody•Nolan.

Is this the end for signature design firms? No; there will always be signature design and “starchitects.” However, as we put the recession behind us, these firms will need to revisit their formulas. Signature design firms, like most companies, will need to review their business strategies in order to be competitive in the market because of tighter financial resources and the increase in high design firms pursuing work. Signature firms will also need to develop a rationale as to how the client will benefit from their work, since there will be an increase in competition from high design firms that can also illustrate innovation, timelessness, and artistry.