In an exclusive interaction with Shireen Bhat, Founder of EchoE Media, the creative entrepreneur reflects on her unconventional journey from architecture to branding and creative strategy. Drawing from her foundation in design thinking, Shireen shares how understanding human experiences became the common thread connecting spaces, stories, and brands.
She discusses the challenges of reinventing her career, the lessons that shaped her multidisciplinary approach, and why today’s creative professionals should embrace flexibility and pursue opportunities beyond traditional career boundaries.
1. You began your professional journey in architecture before transitioning into branding and creative strategy. What inspired this shift, and how did your architectural background shape your approach to brand building?
My transition from Architecture to Branding and Marketing happened quite naturally. What drew me to both fields is a deep interest in understanding human experiences and how people perceive design.
Architecture gave me a strong foundation in design thinking, which I still apply to every brand I work with.
One of the main reasons for the shift was the pace of the industries. Architectural projects can take years before you see their real-world impact, whereas branding and digital marketing provide immediate feedback. This allows me to better understand audiences, measure results quickly, and continuously improve my work, which is something I find both rewarding and exciting.
2. Many professionals struggle to pivot careers successfully. What were some of the biggest challenges you faced while moving from architecture to branding, and how did you overcome them?
The biggest challenge was definitely acceptance. Even today, many students are led to believe that their degree defines their entire career path. I learned that a degree does not limit your options it simply gives you knowledge, experiences, and a better understanding of what you enjoy and what you don’t. For me, it was an important step in discovering where my true interests and strengths lay.
3. Having worked across design, storytelling, and brand strategy, what common principles do you believe connect these disciplines?
Design, storytelling, and brand strategy are the three pillars of branding. However, they all revolve around one core principle: how the audience perceives them. A design is only effective if it resonates with the audience. Storytelling succeeds when it engages and connects with people. Similarly, a brand strategy is successful only if it effectively communicates the value, emotion, product, or service it is meant to represent.
4. Looking back at your journey, was there a defining project or moment that convinced you that branding was where you could create the greatest impact?
My very first project. It was the one with the lowest pay and the heaviest workload. However, it played a crucial role in helping me realize that I genuinely enjoy this field. Experiencing the successes and setbacks of different strategies, designs, and content made me understand that my skills, interests, and way of thinking are well aligned with branding and marketing.
5. What advice would you give to young architects, designers, or creative professionals who want to build multidisciplinary careers in today’s rapidly evolving creative landscape?
To all the fresh architects who have just graduated: you chose an incredible field that opens countless doors. Your five years in architecture have given you knowledge, creativity, and resilience that will help you grow wherever you go. So don’t be afraid—whatever comes next, you’ve already overcome some of the toughest years.
