Harmer Architecture
Harmer Architecture is a boutique Melbourne architecture practice founded by Philip Harmer in 1985. Recognised with 17 AIA awards, the practice designs public buildings across education, healthcare, performing arts, heritage and memorial architecture.
OUR SERVICES
Brand Messaging & Tone of Voice
Copywriting
Capability Statements
Social Media Campaigns and Advertising
Graphic Design
THE CHALLENGE
Harmer Architecture had a compelling philosophy and a 40-year track record of award-winning work, but relied almost entirely on repeat business and word-of-mouth referrals. The practice’s warmth, mentorship culture and long-standing client relationships had never been captured for marketing purposes, and there was no structured brand messaging, tone of voice or content program to build proactive awareness with prospective clients.
HOW WE HELPED
We began with a full marketing review, then developed Harmer’s Why/How/What brand messaging, tone of voice guidelines and social media kit, translating four decades of practice philosophy into a structured, authentic voice. Building on these foundations, we developed an ongoing social media content program across LinkedIn and Instagram, an education sector whitepaper with client case studies, and LinkedIn outreach campaigns to promote it to university audiences.
We translated Philip Harmer’s founding philosophy into a structured Why/How/What framework and codified the practice’s voice into tone of voice guidelines, ensuring content sounds grounded, warm and direct rather than credential-led.
We developed and executed a content program across LinkedIn and Instagram, built around a content pillar framework spanning projects, people and relationships, design thinking, studio culture and practice news.
We produced “Innovative Learning Environments”, a whitepaper drawing on two university case studies, Building H at Monash and the Education Practice Lab at La Trobe, establishing Harmer’s expertise in education design for a sector audience. The graphic template developed for this was designed for dual use in tender submissions.
We built six LinkedIn outreach sequences, cold and warm, across three university audience segments, to promote the whitepaper directly to facilities personnel, faculty leaders and project managers.
OUTCOME
Harmer Architecture now has a consistent, authentic brand voice and a structured content program to build awareness beyond referrals. The social media program has translated four decades of quiet expertise into a steady cadence of client-facing content, while the whitepaper and outreach campaigns extend the practice’s thought leadership directly to the university and schools sectors it serves, laying the foundation for proactive, sustainable business development.
"Working with New Doors has given me renewed enthusiasm for chasing new work. The submission templates Alicia's team developed are a wonderful resource, helping our team prepare tenders far more efficiently and with far less stress. We're going very well indeed, and in no small part thanks to New Doors."
PHILIP HARMER
Founder and Design Director, Harmer Architecture
