Female Brand Strategist Shares Insights on Architecture Marketing and Iconic Design Brands

Hear from a marketing expert on building memorable brands, sustainability trends, and elevating women's voices in the industry.

Published on Mar. 2, 2026

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In this interview, a senior marketing executive shares her insights on the architecture and design industry. She discusses a successful rebranding campaign for a leading roofing company, the importance of telling compelling stories to drive visibility and demand, and the evolving sustainability conversation. The article also touches on the executive's personal background and the significance of recognizing women's contributions during International Women's Month.

Why it matters

This article provides valuable perspectives from a female marketing leader in the architecture and design industry. Her insights on brand strategy, sustainability, and elevating diverse voices offer important lessons for companies looking to stand out in a competitive market and foster greater inclusivity.

The details

The article features an interview with a senior vice president of marketing at UpSpring, a branding agency, who is also the co-founder of Cast Carbon. She discusses her background growing up in Buffalo, New York, which has a rich architectural heritage, and how that shaped her appreciation for design. She then shares details about a successful rebranding campaign for Siplast, a leading roofing systems company, where the team created a bold, visually driven narrative to align the brand's messaging with its technical expertise and authority. The executive also comments on the evolving sustainability conversation in the industry, noting the importance of transparency and accountability around a product's environmental impact. Finally, she emphasizes the significance of recognizing and elevating women's voices in the architecture and design field, particularly during International Women's Month.

  • The article was published on March 2, 2026.

The players

Lindsay Lewis

The author of the article and a senior vice president of marketing at UpSpring, a branding agency. She is also the co-founder of Cast Carbon.

Siplast

A fluid-applied roofing system company that sets the gold standard in building protection, safeguarding some of the world's most iconic structures.

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What they’re saying

“It is vital that we make it a point to mentor, advocate for, and promote women as they enter this field. We must take action and build a system that guarantees the outcome we want. Despite what is happening in the world right now, diversity of perspective is what creates greatness. For too long, we have only had one mindset determining how we should live, work and play.”

— Lindsay Lewis, Senior Vice President of Marketing, UpSpring (buildingenclosureonline.com)

“As a marketer, my role is all about using creativity to reframe the technical aspects of architecture and design in a way that resonates. In many ways, we live in a golden age of design. There are great products and great architects everywhere, but technical excellence alone is no longer enough to drive specification or new business.”

— Lindsay Lewis, Senior Vice President of Marketing, UpSpring (buildingenclosureonline.com)

What’s next

The article is the first part of a two-part series, so the next step is the publication of the second part.

The takeaway

This article highlights the importance of strategic brand positioning, sustainability considerations, and the need to elevate diverse voices in the architecture and design industry. It provides valuable insights from a female marketing leader on how companies can stand out, build lasting visibility, and foster greater inclusivity in the field.