Twenty years of built work living in a Dropbox folder. Four weeks to an archive that argues for the practice, and enquiries up 62%.
Client
Atelier Rond
Market
France
Engagement
Branding & web
Fee
€4,200
Duration
4 weeks
Shipped
June 2024
01
The problem
Atelier Rond had completed 94 buildings and published eleven of them. The rest sat in a Dropbox folder named FINAL_v3. Prospective clients were being sent PDF portfolios assembled by hand, differently every time.
The practice was losing competitions to younger studios with a third of the work and a website that loaded.
02
The decision
We treated the site as an archive, not a portfolio — every project published, ordered by programme rather than prettiness, with the unglamorous social housing given the same weight as the villas. That is what wins public commissions.
We cut the practice manifesto. Nobody reads it, and the buildings say it better.