PJCArchitecture, a boutique New York City–based firm, partnered with UpSpring to publicize a custom-designed tiny house in Napoles, Ecuador. PJCA aimed to raise their profile within the architecture and design industry while also reaching prospective homeowners. As a relatively new name in the media landscape, they needed a focused, credible approach. With a strong sustainability narrative, vernacular design influences, and striking visuals, the project offered rich storytelling potential. UpSpring’s challenge was to bring that story to the right audiences through a carefully sequenced PR and awards campaign.
We began by interviewing PJCA’s architects to shape a narrative centered on passive solar design, environmental sensitivity, and regional character. This became the foundation of a tiered media strategy, beginning with a top-tier exclusive in Architectural Digest’s AD Clever. From there, we expanded coverage to select design and regional publications to sustain momentum and broaden reach.
In parallel, we developed a targeted awards submission plan. By analyzing each program’s focus and aesthetic, we identified opportunities where the project was most likely to stand out. Our team handled every submission detail to ensure the work aligned with judging criteria and was presented for maximum impact.
The campaign delivered strong, measurable results, firmly establishing PJCArchitecture as a rising voice in residential design. UpSpring secured 31 media placements across online, print, social media, and newsletters, generating more than 544 million impressions. High-profile features in Architectural Digest, Dezeen, and ArchDaily elevated PJCA’s visibility globally, while placements in Ecuadorian outlets Inhaus and TRAMA deepened their presence in a key growth market.
Alongside widespread media coverage, the project earned six design awards, including the AIA Tri-State Awards, IIDA Latin America Design Awards, International Design Awards, and BLT Built Design Awards, as well as recognition from Architizer A+ and Archello. The campaign led directly to new business conversations, including a prospective client who discovered the firm through the Dezeen feature. Beyond immediate interest, the campaign built a foundation for future marketing efforts, strengthening PJCA’s positioning in both the U.S. and Ecuadorian markets.
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