#381 - Aidan Anderson, Founder and Director of The Local Project
Feb 13, 2024
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David and Marina interview Aidan Anderson, Founder and Director of The Local Project. They discuss how The Local Project started, growing the company, video and print publications, architecture in the media, Aidan’s background, and more.
The Local Project has experienced significant growth, reaching an audience of nearly 4 million, and continues to expand its team.
The Local Project has diversified its content by including print publications and videos, offering a unique perspective on design storytelling.
With an aim to engage a broader audience, The Local Project presents architectural projects in a relatable and accessible manner.
The Local Project develops meaningful partnerships with clients and partners, using various mediums to create comprehensive and engaging content.
Deep dives
Diversity of Content and Growth
The Local Project has experienced significant growth since its early days, now reaching an audience of almost 4 million. The team has expanded to 60 members and continues to grow. The focus has always been on creating high-quality content and celebrating the work of architects and designers. With its diverse team of architects, designers, producers, and writers, the Local Project strives to strike a balance between authenticity and accessibility in its content.
Print Publication and Video Production
The Local Project has expanded beyond digital publishing to include a print publication and video production. The print magazine and hardcover book provide a tangible and long-lasting medium for showcasing architecture and design. The team has invested time and effort into creating compelling videos that capture the essence of projects and offer a more immersive experience for viewers. This expansion into different mediums has allowed the Local Project to connect with a wider audience and provide a unique perspective on design storytelling.
Balancing Architectural Language and Audience
Navigating the balance between architectural language and audience engagement can be challenging. The Local Project strives to present architectural projects in a way that is relatable and accessible to design lovers and general consumers. By featuring not only architects but also homeowners and other creatives, the team aims to bring different perspectives and make the content more relatable to a broader audience. The challenge lies in maintaining the authenticity and integrity of the architectural language while also making it understandable and engaging for all.
Partnerships and Multi-Medium Approach
The Local Project works closely with clients and partners to create meaningful and multi-dimensional content. Rather than simply placing advertisements, the team develops long-term partnerships with building material companies, collaborating on various mediums such as print, video, and digital activations. By taking a multi-medium approach, the Local Project ensures that each audience segment is reached effectively, providing a comprehensive and engaging experience.
Expanding Reach to North America
The decision to expand coverage to North America was driven by a growing US audience and increased interest in US projects. Analyzing data from platforms like YouTube and Pinterest, the team noticed a surge in US viewership and print publication requests from the US. Even before officially launching in North America, they were receiving project submissions and inquiries from the region. After conducting research and test runs in the US, they made the leap of faith and successfully launched there. The audience reception has been phenomenal, both within the US and in Australia and New Zealand.
Maintaining the Local Project's Mission
The Local Project remains true to its mission of celebrating design and the people behind it. Over the years, they have diversified their content across various mediums to engage a wider audience. Their focus is not on the size or grandeur of projects but on the stories and unique details that make them special. By eschewing thematic publication approaches, they can embrace a broader range of projects, whether they are large or small, and maintain their authenticity and commitment to showcasing design excellence.
Challenges and Opportunities of Growth
As the Local Project has grown from a small team of 10 to a team of 60, maintaining close relationships with every team member has become a challenge. However, the team continues to prioritize building strong relationships and fostering a sense of camaraderie within the company. With growth comes the need for system updates, hiring new staff, and expanding operations. The founder emphasizes the importance of investing in quality content creation, as well as continuously reinvesting in the business to fuel its growth and momentum. The excitement lies in exploring new mediums and continuously adapting to meet the audience's evolving preferences and interests.
This week David and Marina of FAME Architecture & Design are joined by Aidan Anderson, Founder and Director of The Local Project to discuss how The Local Project started, growing the company, video and print publications, architecture in the media, Aidan’s background, and more.
EPISODE CATEGORIES • Interviews: Interviews with industry leaders. • Project Companion: Informative talks for clients. • Fellow Designer: Tips for designers. • After Hours: Casual conversations about everyday life. • Design Reviews: Reviews of creative projects and buildings.
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