#74 Nikita Morell of DIRT and Nikita Morell

Nikita Morell is a messaging strategist specializing in architecture and the founder of DIRT Agency. In this episode, Nikita shares her journey from corporate marketing to a messaging architect... for architects. She discusses building her agency and the importance of research, client interviews, and consistent branding. Nikita also explores how to adapt messaging across markets while maintaining a cohesive voice, and draws on insights as a Co-Founder of ArchCon. Tune in for creative, practical takeaways! www.thedirtagency.com and www.nikitamorell.com/newsletter Episode highlights: (2:35) Nikita’s path from marketing to architecture copywriting (4:14) Why she started her own agency (7:01) The launch and purpose of DIRT (9:15) Turning technical ideas into human messaging (10:28) The biggest messaging mistake architects make (13:39) Creating ArchiCon for business-minded architects (15:48) Lessons learned from building a brand (16:34) Staying consistent on LinkedIn (19:03) Finding ideas outside the architecture industry (22:16) How to be the ultimate Brand Groupie