Royal Institute of British Architects

The Royal Institute of British Architects is a professional body for architects, primarily in the United Kingdom but also internationally, founded for the advancement of architecture under its royal charter granted in 1837.

Clare Watson - Director of Marketing

"We are delighted with the service provided by DNA and Emotio. The team was proactive, knowledgeable and supportive throughout our project. We will certainly work with them again, and would recommend their services to others seeking a development, digital marketing or search agency partner."

RIBA leveraged the talents of Emotio and DNA to complete two major business initiatives.

Auditing, strategising, setting up and training RIBA's marketing team on their multidimensional social strategy and search engine optimisation was the first part. The second provided an insightful business analysis to define RIBA's digital vision.

To tackle this challenge head-on, an ambitious undertaking called Project Neo materialised - a solution that, once we had documented, ultimately came under RIBA leadership for delivery.

The Challenge

RIBA’s social channels were not reaching their full potential; posts were inconsistent, and engagement needed to be improved. To tap into the power of these digital platforms, RIBA needed to embrace a structured approach with accompanying tools that would allow for an effective strategy moving forward. Additionally, they sought assistance in defining their technology roadmap and digital vision – essential components for delivering quality membership offerings through interconnected systems that fit modern times.

The Solution

Emotio conducted a thorough audit of all RIBA-affiliated social channels, websites and SEO, spanning five different divisions. The resulting strategy called for an enterprise Hootsuite set up to effectively manage and maintain twenty separate social channels between them. We also unified the look across existing ones while simultaneously creating any missing profiles necessary. We also provided a technical audit and set up the website search optimisation. This project was completed with training sessions designed to allow RIBA’s internal marketing team to use its new tools and implement the new strategy.

DNA Digital led an insightful exploration of RIBA’s internal processes, culminating in a clear digital vision to guide the organisation into the next decade. DNA provided invaluable support by defining robust solutions for transformation that could be put out to tender; ultimately, RIBA decided to deliver these projects with its team members. The result was an effective programme which embraced emerging technology and modernised outdated practices.


  • Search Engine Optimisation
  • Social Strategy and Set Up
  • Business Analysis, Scoping and Specification

The Outcome

Our team set up, defined and delivered RIBA’s social strategy.

“Damon delivered Social Media training in a creative and visual way, making it easy to understand and incorporating live demos which also helps. I would recommend Damon to any business new to Social Media.”