Practice Disrupted by Practice of Architecture 222: Telling Architecture's Story Differently
Can a 60-Second video change who enters the architecture profession?
In this episode of Practice Disrupted, Evelyn Lee sits down with Gabriella Bermea, a Senior Associate at Perkins Eastman and the voice behind the growing social media platform "Architect Big Sis." Together, they explore the power of storytelling outside traditional portfolios, discussing how short-form video and personal narrative can demystify the profession for the next generation.
Gabriella shares her journey as a "border kid" from Eagle Pass, Texas, where careers were often inherited rather than discovered. She opens up about the resilience required to navigate architecture school and licensure, revealing she took 16 ARE exams (failing 10) before becoming the first in her class to get licensed. Now, she uses those experiences to create content that answers the questions she had as a student, offering a transparent look at salaries, career progression, and the reality of studio culture.
"If your best people are afraid to speak, you're not protecting that professionalism, you're just protecting your control over them." - Gabriella Bermea
The conversation also addresses the business side of content creation. Gabriella explains why metrics like "saves" and "shares" are more valuable than views, and why firms should view employee advocacy as an asset rather than a liability. Whether you are a student looking for guidance or a firm leader navigating the creator economy, this episode challenges the industry to stop hiding behind polished images and start sharing the unfiltered truth.
Guest:
Gabriella Bermea is a Senior Associate at Perkins Eastman and a 2024 AIA Young Architects Award recipient. Growing up on the Texas-Mexico border, she didn't know what an architect was until high school. Today, she is a recognized "trend disruptor" and advocate for equity in the profession, using her social media presence to mentor students and emerging professionals globally.
This episode is especially for you if:
✅ You are an emerging professional or student looking for honest advice on exams, salaries, and career growth.
✅ You are interested in starting a social media channel but struggle with perfectionism or fear of criticism.
✅ You are a firm leader trying to understand how to support employees who want to build personal brands.
✅ You want to learn how to use digital storytelling to reach a broader, more diverse audience. ✅ You are curious about the metrics that actually matter when building a community online.
What have you done to take action lately? Share your reflections with us on social and join the conversation.
📍 Show Links:
- Connect with Gabriella on LinkedIn
- Follow Gabriella on Instagram
- Learn more about Perkins Eastman
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