You’ve probably noticed that I have removed the Architect This City branding from this blog and gone to just my name. I like to refer to it as unbranding. (Though one could argue that a person’s name is still just another brand.)

Already I’ve received a few emails from people telling me that they prefer the old look and feel of ATC and that there’s some level of brand equity there. But let me explain my thinking.

First and foremost, this is a personal blog. I’ve written about that before. And it’s why it’s hosted at brandondonnelly.com. But along the way, as readership grew, I attached a name to it (ATC) and it started to become a kind of pseudo-independent brand. 

When I would speak at events, people would introduce me as the founder of Architect This City, which always struck me as a bit odd because, again, this is just my personal blog. People also started asking me why I wasn’t turning ATC into some big company and started treating the blog as a media channel. You should see how many press releases I now find in my inbox.

Of course, these are good “problems” to have. It means my writing is getting out there and I am thrilled about that. But I was starting to feel increasingly uncomfortable with the grey area between a personal and independent brand. I also felt like it was starting to impact my creative writing because I would sometimes wonder if I was going too personal on “Architect This City.”

To reinforce that point, below is a snippet from a post that Fred Wilson wrote on his blog last summer. His 10+ year old blog has been a huge inspiration for me.

“There is something about the personal blog, yourname.com, where you control everything and get to do whatever the hell pleases you. There is something about linking to one of those blogs and then saying something. It’s like having a conversation in public with each other. This is how blogging was in the early days. And this is how blogging is today, if you want it to be.”

So I decided to clarify the brand. I wanted to make it clear that this blog is about my personal musings on city building, among the other things that I’m passionate about. And I wanted it to not pretend to be anything else.

Ultimately, regular scheduled programming won’t really change for you. The content on this blog is still going to be heavy on city building, real estate development, design, planning and so on. And I will endeavor to create as much value as I can for all of you on a daily basis. (I am humbled by the number of people who now subscribe.) But hopefully it will end up feeling a bit more personal.

Of course, now there’s the question of what do I do with the ATC brand (and social accounts). Do I let it die or do I spin it off into something else? I’m considering the latter. I’ve been obsessed for years with the idea of crowdsourcing and collecting meaningful real estate and city building activity, so maybe ATC will turn into some kind of open platform for that.

But for now, I am feeling pretty excited about the unbranding of this blog. Hopefully some of you feel the same way.

This evening I participated in a roundtable discussion at WORKshop here in Toronto. It was part of an exhibition that they currently have on called, Toronto 2020: Where Will We Live? They are located in the concourse level of 80 Bloor Street West, so go check them out.

The discussion this evening was all about the dramatic change in Toronto’s urban form over the last decade. In other words, the condo boom. We covered everything from the life cycle of buildings and urban design to demographics and policy. It was a lot of fun and I am certain the group could have continued talking all night.

But one thing that I was reminded of this evening is how important it is for great city building to be cross-disciplinary.

Take, for example, architects and (real estate) developers. 

The stereotypical developer is greedy and only concerned with money. They don’t care about the impact that their buildings have on the built environment. On the other hand, the stereotypical architect is only concerned with design and not with the economic feasibility of projects. (I’m exaggerating here for effect.)

The point is that neither of these participants in isolation could build a great city. A beautiful design doesn’t have much value if it can’t be financed and built. And a highly financeable project could end up contributing nothing to the city. In some cases it could actually detract from the built environment.

So if we really want to build truly great cities, I believe it needs to be a collaborative effort. We need to bridge the divides in thinking and leverage each other’s strengths. 

I have felt very strongly about this since I first started studying architecture as an undergraduate student, which is how I ended up taking business and real estate classes. I felt and continue to feel that the greatest opportunities exist at the intersection of different ways of thinking.

You’ve probably noticed that I have removed the Architect This City branding from this blog and gone to just my name. I like to refer to it as unbranding. (Though one could argue that a person’s name is still just another brand.)

Already I’ve received a few emails from people telling me that they prefer the old look and feel of ATC and that there’s some level of brand equity there. But let me explain my thinking.

First and foremost, this is a personal blog. I’ve written about that before. And it’s why it’s hosted at brandondonnelly.com. But along the way, as readership grew, I attached a name to it (ATC) and it started to become a kind of pseudo-independent brand. 

When I would speak at events, people would introduce me as the founder of Architect This City, which always struck me as a bit odd because, again, this is just my personal blog. People also started asking me why I wasn’t turning ATC into some big company and started treating the blog as a media channel. You should see how many press releases I now find in my inbox.

Of course, these are good “problems” to have. It means my writing is getting out there and I am thrilled about that. But I was starting to feel increasingly uncomfortable with the grey area between a personal and independent brand. I also felt like it was starting to impact my creative writing because I would sometimes wonder if I was going too personal on “Architect This City.”

To reinforce that point, below is a snippet from a post that Fred Wilson wrote on his blog last summer. His 10+ year old blog has been a huge inspiration for me.

“There is something about the personal blog, yourname.com, where you control everything and get to do whatever the hell pleases you. There is something about linking to one of those blogs and then saying something. It’s like having a conversation in public with each other. This is how blogging was in the early days. And this is how blogging is today, if you want it to be.”

So I decided to clarify the brand. I wanted to make it clear that this blog is about my personal musings on city building, among the other things that I’m passionate about. And I wanted it to not pretend to be anything else.

Ultimately, regular scheduled programming won’t really change for you. The content on this blog is still going to be heavy on city building, real estate development, design, planning and so on. And I will endeavor to create as much value as I can for all of you on a daily basis. (I am humbled by the number of people who now subscribe.) But hopefully it will end up feeling a bit more personal.

Of course, now there’s the question of what do I do with the ATC brand (and social accounts). Do I let it die or do I spin it off into something else? I’m considering the latter. I’ve been obsessed for years with the idea of crowdsourcing and collecting meaningful real estate and city building activity, so maybe ATC will turn into some kind of open platform for that.

But for now, I am feeling pretty excited about the unbranding of this blog. Hopefully some of you feel the same way.

This evening I participated in a roundtable discussion at WORKshop here in Toronto. It was part of an exhibition that they currently have on called, Toronto 2020: Where Will We Live? They are located in the concourse level of 80 Bloor Street West, so go check them out.

The discussion this evening was all about the dramatic change in Toronto’s urban form over the last decade. In other words, the condo boom. We covered everything from the life cycle of buildings and urban design to demographics and policy. It was a lot of fun and I am certain the group could have continued talking all night.

But one thing that I was reminded of this evening is how important it is for great city building to be cross-disciplinary.

Take, for example, architects and (real estate) developers. 

The stereotypical developer is greedy and only concerned with money. They don’t care about the impact that their buildings have on the built environment. On the other hand, the stereotypical architect is only concerned with design and not with the economic feasibility of projects. (I’m exaggerating here for effect.)

The point is that neither of these participants in isolation could build a great city. A beautiful design doesn’t have much value if it can’t be financed and built. And a highly financeable project could end up contributing nothing to the city. In some cases it could actually detract from the built environment.

So if we really want to build truly great cities, I believe it needs to be a collaborative effort. We need to bridge the divides in thinking and leverage each other’s strengths. 

I have felt very strongly about this since I first started studying architecture as an undergraduate student, which is how I ended up taking business and real estate classes. I felt and continue to feel that the greatest opportunities exist at the intersection of different ways of thinking.