Laura Iloniemi hasworked with architects for over twenty years, advising them on how to lead and support their promotional efforts. Her clients are largely London based, but she has also worked with practices in Europe and the US. Her approach is curatorial, informed by her education in architectural theory and museology. She has collaborated on a number of exhibitions, books and symposia including the V&A's 'Sustaining Identity' series. She has worked with celebrated practices, such as Cecil Balmond's Advanced Geometry Unit at Arup, Sauerbruch Hutton and Donald Insall Associates. She has spoken internationally and contributed to a number of magazines on the topic of architectural communications and PR.

Introduction Creating Worlds: How Identities Are Lost and Found

Ch 2 Rise, Fall and Reinvention: The Architect's Shifting Identity

Ch 3 Design for Sensory Reality: From Visuality to Existential Experience

Ch 4 Slippery When Wet: The Corporate Language of Architecture

Ch 5 A Hybrid Practice Model: Expert Differentiation

Ch 6 The Man in the Concrete Mask: The Metamorphosis of Charles-Édouard Jeanneret

Ch 7 Worldcraft: Building Worlds One Project at a Time

Ch 8 Observations on Drawing: The Art of Architecture

Ch 9 The Personal is Universal: On Aldo Rossi's Autobiography

Ch 10 Working with Architects: From Process to Identity

Ch 11 Exhibiting Architecture: Between the Profession and the Public

Ch 12 Test Bed: Communication Through Product Design

Ch 13 The Social Media Monster: Dangers and Thrills Only Partially Glimpsed

Ch 14 China's Global Introspection: Managing Critical Thinking

Ch 15 New Architecture of the South Pacific: How the Maori Worldview is Changing New Zealand's Built Environment

Ch 16 Figure Heads: Leadership and Succession in Architectural Practice

Ch 17 'They've Lost It' - A Balancing Act: MVRDV and the Language of Marketing

Ch 18 The Image of Architects: From the Explicit to the Inexplicit

Ch 19 Holding On to Our Principles: Why Manifestoes Matter

Ch 20 The Public Role of the Architect: Architecture is the Medium - What is the Message?

Ch 21 Counterpoint - The Selfie of an Architect