Carla Middleton Architecture

Rapid organic follower growth & lead generation


What we did

Organic social
Video reel creation
Art Direction
Blog Writing
Email Strategy
Web/landing page design
Paid Advertising


Carla Middleton Architecture CMA is a boutique residential architecture firm founded by Carla, a registered architect with over 15 years experience. Her speciality is in the delivery of end-to-end residential architecture, prioritising liveable, comfortable spaces that are modern and stylistically enduring.

Carla understands the investment a new build or extensive renovation involves and makes it her mission to guide you, through one-on-one attention, from concept to completion, ensuring the outcome is beyond expectation while remaining on budget.

While the design focus of the practice is on elegant, timeless spaces that utilise natural light and practical materials, there is an understanding of the need for flexible spaces that can shift as a family grows.

The brief

Carla Middleton Architecture wanted to utilise video to deepen the engagement with their audience and help demystify the process of appointing an architect. In addition, they wanted to build awareness of the Carla Middleton Architecture brand, the calibre of design experience and the quality of work delivered and therefore distinguishing CMA as a high-end boutique architecture practice.

The solution

Digital Collective has defined the strategy and aesthetic approach to their the CMA video strategy. We have elevated the brand by implementing a high end but personal social video strategy.

Working closely with the CMA team, we direct their content gathering processes so as to define their unique brand style across social and digital platforms.

By ensuring a commercially led approach to social, Carla Middleton Architecture has enjoyed rapid organic follower growth, video reel views growth, organic reach as well as a significant increase in leads.

In addition to a dominant video strategy, Digital Collective have also helped CMA evolve their way of attracting and growing their digital audience. With a focus on educating potential clients about CMA's approach to building architectural homes, the content strategy has endeavoured to answer all questions that clients may have and inspire them with design possibilities. Digital Collective helps bring this to life through social strategy, content creation, community management, creative direction, copywriting, designing, paid ads and more.

Quick Stats

Delivered 165,231 page impressions over the past 60 days

Increased Instagram followers by 9.8% in 2 months

Generated a 175% increase in leads month on month.