Most architecture practices don't have a design problem. They have a sameness problem. Architecture is full of talented people producing thoughtful, considered work. Yet spend an afternoon looking through practice websites and something strange happens. Different people, different projects and different ambitions all begin to blur into one. The same language. The same promises. The same stories. Somewhere between looking professional and trying not to offend anyone, too many practices have become difficult to distinguish and even harder to remember. I help architecture practices escape sameness. Not with louder marketing or shinier websites, but by uncovering what makes them impossible to mistake for anyone else.