The Influence of Language in Architectural Practice: How Terminology Shapes Client Perception of Sustainable and High Performance Design
Workshop Session
Words matter. The language architects, planners, and consultants use can significantly shape how clients understand, value, and ultimately choose to support sustainable and high-performance design. This session will explore how terminology, framing, and various communication strategies shape sustainable decision-making within clients. By providing practical insight and addressing commonly used sustainability “buzzwords,” we will explore how to apply sustainable language effectively in order to increase buy-in for innovative solutions. We will lead this session bearing in mind the Alberta market, where many projects require a balance of cost, performance, and long-term value.
George Berry
George Berry founded Berry Architecture + Associates in 1998 and has held a number of leadership roles with the firm, including CEO, President, and Senior Partner. As a Senior Architect, he has contributed to projects across the firm, bringing decades of experience in sustainable design, building envelope performance, acoustics, affordable housing, seniors’ housing, and environmental issues. George has presented at conferences throughout North America, sharing his expertise and advocating for a more responsive and sustainable built environment. He holds a Master’s Degree in Interdisciplinary Design for the Built Environment from the University of Cambridge, with a specialization in Sustainable Architecture.