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Abigail M. Carlen, LEED AP BD+C, Assoc. AIA
Principal Consultant
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Turquoise Marketing delivers an effective brand of thoughtful, results-oriented marketing, business development, and public relations services to a broad range of design-oriented architecture firms.

 

We focus on raising the profiles and improving the processes of great firms to enable them to produce great projects.


After sixteen years as an in-house marketer for several of New York City's leading architecture firms, Abigail M. Carlen launched Turquoise Marketing in February 2016. Abigail has been called an "architectural marketing rockstar", having led firms successfully though nearly every major marketing challenge, including leadership transition, named partner retirement, acquisitions, rebranding, repositioning, new websites and monographs, and recessions—all while improving each firm’s hit rate and maximizing return on marketing investment. 

 

As Director of Marketing at Cooper Robertson, she led the firm's rebranding and website re-design during a period of major transition: the retirement of a founding partner, the restructuring of the firm, and an office move. The fresh new brand identity sets the stage for the established firm's new chapter of innovation.

As Marketing Director at H3 Hardy Collaboration Architecture, Abigail refined the firm’s marketing messages and improved the quality of its marketing materials, resulting in an increase in the firm’s hit rate by 25 percentage points and the winning of the firm’s first ground-up higher education building. Her public relations efforts earned the firm nine AIA awards and feature articles in Architectural Record, Contract Magazine, and Interior Design, among others—all firsts in the firm’s history. She also authored the firm’s tenth anniversary monograph Arts Culture Public Space and served as inhouse editor for Hugh Hardy’s book, Theater of Architecture

 

At Perkins+Will, Abigail led marketing and public relations efforts for the New York office. She led a five-person marketing team and managed the effort to win the largest public building project ever awarded in New York City, the $1B New York Police Academy, which carried the office through the recessionAbigail led the team that developed and launched Perkins+Will’s inaugural social media program. In her time at the firm, she also managed the marketing integration of two acquired firms, Guenther 5 and SMWM, and taught a Writing Workshop as part of a project manager training program.

 

Abigail began her career at FXFOWLE. There, she assembled scores of successful proposal and awards submissions and assisted in managing milestone marketing initiatives, including an acquisition, a leadership transition and name change, new brand, new website, and monograph.