BKK Architects
BKK Architects is a Melbourne architecture practice working across infrastructure, public and cultural, multi-residential, education and commercial projects, with a reputation for big picture thinking and a people-first culture.
OUR SERVICES
Marketing Strategy
Social Media Kit
Copywriting
THE CHALLENGE
BKK had a distinctive way of working and plenty to say: an analytical, macro-to-micro approach to design, a highly collaborative culture, and a strong presence in the media and with government. Its communications didn't consistently reflect this, and much of the thinking behind its projects hadn't been captured in writing. To build relationships with business case advisors, government agencies and major contractors, the practice needed a clear value proposition, a consistent voice and project content that showed how they think.
HOW WE HELPED
New Doors developed a marketing strategy for BKK that defined the practice's value proposition, target audiences, and client roles across five sectors, and was supported by tone-of-voice guidelines, a social media kit, and a prioritised implementation plan. The focus then shifted to capturing BKK's project knowledge, with a project description structure and interview guide, 30 project descriptions drawn from conversations with project teams, guidance on several detailed case studies, and a series of sector capability statements.
The marketing strategy articulated BKK's value proposition around five qualities, from big picture thinking to leadership and advocacy, and mapped audiences and client roles in each sector. A prioritised plan sequenced actions across business development, speaking, social media and the website.
The tone of voice guidelines define BKK's voice as insightful, joyful and inclusive, with practical guidance on when to use each tone and what it should avoid. Joy was a deliberate choice, setting BKK apart from the serious register common in architecture communications.
Built around seven content pillars, the social media kit gives the BKK team a ready source of ideas for LinkedIn and Instagram, with posting principles (including no humble bragging), platform-specific guidance and examples drawn from the practice's own projects.
A structure and interview guide gave BKK a repeatable way to draw out the story behind each project. New Doors then produced 30 project descriptions, guided several detailed case studies and developed compelling sector capability statements.
OUTCOME
BKK now has a clear statement of its value proposition and a voice that lets the practice's personality come through, along with the tools to apply both consistently across social media and business development. The project descriptions, case studies and capability statements have turned knowledge held by individual project teams into a shared library the practice can draw on for submissions and thought leadership.
“Working with Alicia and the New Doors team has been truly energising for BKK. Alicia’s collaborative workshops sparked genuine enthusiasm across our practice. What stands out is her ability to make complex strategy accessible and engaging - they helped us articulate our unique strengths while ensuring our sales and marketing teams found common ground.
The practical tools they provided just clicked, making implementation feel natural and giving everyone clarity on their role in our shared journey. Through the process, we've developed a strategy that genuinely reflects who we are - it balances our expertise with our practice culture and gives us a clear path forward that aligns with our values. The best part? Our whole team has embraced it with enthusiasm, making it an integral part of how we work together to create better places.”
MISSY SALEEBA
Practice Manager, BKK Architects
