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Maria Ulashchenko is a Master’s student in Architecture and Environment at Politecnico di Milano and the founder of SKALA SOCIAL, a strategy agency working with leading architecture studios behind the scenes to shape how their work and ideas are communicated online. She operates at the intersection of design and communication, helping architects translate complex projects into clear digital identities while pursuing her own vision of future-oriented architecture.
Maria shares a practical guide to social media for architects, based on the same strategies she uses through her agency, Skala Social. She argues that most architects do not lack talent or good work, but clear positioning and communication. Her key point is that posting finished projects is not enough. Architects need to explain their thinking, show their process, and communicate their value in a way clients can understand.
She breaks down how practices can use social media more intentionally by defining what they want to be known for and creating content across four areas: educational, aesthetic, human, and authority-driven. Rather than treating Instagram or LinkedIn like a portfolio, Maria frames them as tools for building trust, visibility, and inbound opportunities.
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