Architects Roundtable: Building to Scale — Growth Lessons from XMETRICAL

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Go behind the scenes of XMETRICAL with founder Jordache Avery, AIA, as he shares the firm’s journey from its early days as a high-end modern residential studio to its current status as one of Atlanta’s premier firms with a diverse portfolio.

Beyond the accolades, from numerous awards to magazine features and a television spot on the CBS series “America: ByDesign,” there is a story of strategy, resilience, and growth in an entrepreneurial capital.

You’ll learn how the firm stands out from the competition, the hard-won lessons, and the vision for what’s next for XMETRICAL.

Join us at Architects Roundtable to hear the story behind the firm’s success and leave with insights you can apply to your own practice.

Learning objectives

• Analyze the key stages of launching and growing a small architecture firm, from niche specialization to diversified practice.
• Identify strategies for building a strong brand identity and design voice that differentiates a firm in a competitive market like Atlanta.
• Evaluate the role of recognition, such as design awards, media exposure, and television features, in supporting firm growth and credibility.
• Understand how business development, client relationships, and project diversification contribute to long-term firm sustainability.
• Apply lessons learned from XMETRICAL’s evolution to inform participants’ own career paths or firm growth strategies.