Practice Disrupted by Practice of Architecture 223: Architect, And: Joann Lui on Matcha, Marketing, and the Portfolio Career
Can You Be an Architect, a Tech Marketer, and a Business Owner All at Once?
In this episode of Practice Disrupted, Evelyn Lee sits down with Joann Lui, an architect-turned-entrepreneur who is redefining what a career in architecture can look like. Joann shares her journey from traditional practice at Gensler to content marketing for tech startups like Monograph and Testfit, and reveals her latest venture: co-founding OIKA, a matcha company that has become the largest matcha refinery in the United States.
Joann opens up about her early realization that she never wanted to start her own architecture firm, a decision that freed her to explore other passions. She discusses how she applies her architectural mindset to designing cafes and building businesses, treating each venture as a design problem to be solved. The conversation dives into the challenges of opening a brick-and-mortar business, from navigating permits and renovations to learning entirely new operational systems on the fly.
"I don't think there is a work life balance. I'm always working, but I really do love it. Burnout comes when you're doing work that's not aligned with your values." - Joann Lui
Evelyn and Joann also explore the concept of a "portfolio career", discussing how Joann balances her multiple roles, from leading the Women Architects Collective to consulting on content marketing, without succumbing to burnout. Whether you are interested in entrepreneurship, side hustles, or simply curious about how architectural skills translate to other industries, this episode offers an inspiring look at building a career on your own terms.
Guest:
Joann Lui is an architect, content marketer, and entrepreneur. After spending over a decade in traditional architecture practice, she pivoted to the tech world, leading marketing for startups such as Monograph and Testfit. She is the founder of the Women Architects Collective, a community of over 5,000 members, and the co-founder of OIKA, a single-origin matcha company based in New Jersey.
This episode is especially for you if:
✅ You are an architect interested in entrepreneurship or starting a business outside of traditional practice.
✅ You want to learn about "portfolio careers" and how to balance multiple professional passions.
✅ You are curious about the intersection of design, branding, and brick-and-mortar business operations.
✅ You are looking for inspiration on how to leverage your architectural skills in new industries like tech or retail.
What have you done to take action lately? Share your reflections with us on social and join the conversation.
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