RIBA Yorkshire SEP- How Symbolic Gestures Differentiate Your Practice

Small and Emerging Practice Network representative Paul Wainwright invites you to join us for RIBA Yorkshire's September small and emerging practice networking event. We will be joined by Paul Iddon.

This session will be on today’s crowded market, small and emerging architectural practices need more than just great designs—they need to create emotional connections that truly resonate with clients.

Join Paul Iddon, architect-turned-marketer and RIBA National Council Member, RIBA North West Member, and Vice President of the Manchester Society of Architects, for an insightful online session revealing how a simple, symbolic gesture—a “Red Chair” moment—can become the emotional heart of your project. These moments help tell your project’s story in a way clients remember and connect with deeply.

Drawing on groundbreaking research from behavioural economics and storytelling, Paul explains how clients often make emotional decisions first—and then justify them rationally. Understanding this can transform how you communicate your value beyond technical details.

Learn practical, actionable techniques to identify and frame these symbolic moments in your work, helping you build trust, stand out in a competitive market, and grow your practice.

Plus, get an exclusive preview of Paul’s upcoming free CPD course on storytelling and symbolic design—tools designed to make your architecture unforgettable.

About Paul Iddon:

Paul is an architect and communications expert with over 35 years of experience in practice and brand strategy, specialising in communications with a focus on architect engagement.

About RIBA Yorkshire Small and Emerging Practice Group

The Yorkshire Region is proud to present a special interest group dedicated to championing the interests of small practices while extending benefits to all RIBA members within the region—and beyond—through our online third Thursday MS Teams meetings. Everyone is welcome to join!

About Our Group

Launched in 2021, this group has evolved into a vibrant platform with a diverse array of themes and topics. Our past meetings have covered everything from architectural fees and planning amidst the housing crisis to climate challenge opportunities and even unique subjects like architectural photography.

Our Mission

The idea behind this group is simple yet powerful: foster collaboration in a safe and supportive space. By sharing knowledge, best practices, and experiences, we aim to create a community that feels like a large practice, where monthly meetings become our ‘water cooler’ moments. This environment encourages not only professional growth but also personal connections.

Why Join Us?

• Inspiration and Motivation: Hear from peers who have accomplished great things, and gather the courage and insights to start your own venture or get a motivational boost if you’re already out there.
• Quality Projects: Small practices in Yorkshire produce exceptional work. Our meetings showcase outstanding architecture, proving that size does not compromise quality.
• Feedback Mechanism: We serve as a conduit to relay the diverse experiences of our members to the RIBA Regional Council, ensuring that every voice is heard.

The Power of Community

Our group is what we make of it, and the potential is vast. As architects, we have the privilege of influencing our environment and the lives of others. By working together through groups like this, we can achieve extraordinary things—truly becoming greater than the sum of our parts.

Join the Conversation

We always welcome new topics and ideas for our monthly meetups. Our recent in-person event was so energizing that there was a strong call for more such events. If you have thoughts or ideas for future meetings, please reach out to us at riba.yorkshire@riba.org.

Be part of a community that values collaboration, innovation, and shared growth. Join us on the third Thursday of each month and experience the benefits firsthand. We look forward to seeing you there!

Terms and Conditions

• A photographer may cover this event and the images may be used to publicise future RIBA events. By accepting an invitation or purchasing a ticket you consent to being photographed, filmed or recorded as a visitor attending the event.
• If RIBA has to postpone or cancel the event the booker is entitled to a full refund of the ticket price only.
• On entry to the event you agree to accept and abide by any venue rules.
• RIBA reserves the right to refuse admission to any ticket holder.
• The details you provide will be used in line with the RIBA's GDPR obligations. For information on how we will handle your personal data please see our Privacy Policy.
• Where tickets are refunded, please note ticketing fees are non-refundable.