For designers and architects running a practice, finding new commissions and actually making projects, there’s little time for marketing and self-promotion. There are a few who manage to accomplish this difficult feat, but they are a minority. For the majority, the auxiliary work of promoting projects, seeking publicity, updating a website and wrestling with the ever-growing list of social media outlets is a struggle. Without branding and promotion, however, who will see the work you do? More importantly, how will your talent be broadcast?

Enter the Latitude Group. This is a practice with a difference, a chameleon type business that has navigated the waters of the changing design scene and thrived. Multidisciplinary studios aren’t new, but there are few that are as successful as this one.

The business has been surviving, reinventing itself and kicking goals for some 12 years and how it has continued to organically grow is a lesson to us all.

The Latitude Group was founded by Andrew Wood, Filip Bjazevic and Peter Clarke, each with their own particular expertise in design and publishing, advertising and photography respectively. What started out as a graphics/photography studio in 2003 now encompasses a range of business aspects, integrating design, digital, environments, communications, photography and the built form to solve commercial problems using appropriate creative expertise. Quintessentially, the Group works to understand your business, your needs and how to achieve solutions in all aspects of business, with a particular focus on architecture and design. If this sounds like promotional talk, that is because it is, and how often do you find a successful business where the sole aim is to make your business prosper?

The whole idea of multidisciplinarian studios is a little blurry, made more so by the alacrity with which plans change and grow to realise solutions. For example, to say that the Latitude Group can develop your brand is too simplistic, as working with clients who want just one thing generally leads into other areas. If a logo is required, so then is branding. This may lead to a revamp of the website and beyond to social media or perhaps an event to launch the brand, or the development of a potential client base to increase profit. And then there is photography to bring the whole thing together with a coffee table monograph. Yes, one thing leads to another and this is the beauty of a studio such as Latitude. It embraces the journey and adapts to the potential outcomes.