There’s a moment in almost every architect’s career where the idea first surfaces—quietly at first, then louder over time: What if I started my own firm? Maybe it’s the itch for creative freedom, maybe it’s frustration with someone else’s decisions, or maybe it’s just the instinct to build something of your own. I’ve had this conversation more times than I can count—at desks, on job sites, over drinks after a long day. It’s a topic that stirs up excitement, fear, pride, and possibility all at once. Today, we’re stepping into that mindset—the leap, the hustle, the vision behind doing your own thing. Welcome to Episode 177: Hanging Out Your Shingle [Note: If you are reading this via email, click here to access the on-site audio player] We have a special guest to assist us with discussing today’s topic. Joining us is Daniel Istrate, AIA — a licensed architect and co-founder of Kontexture, a Phoenix-based architecture firm with a growing international presence. Originally from Romania, Daniel moved to the United States as a teenager and went on to earn his architecture degree from the University of Arizona, with studies that also included Italian, Literature, and a minor in studio arts. He began his career at a small local firm, later navigating the challenges of the 2008 recession while gaining experience at a large national practice. But like many of us, he felt the pull toward something more personal, and in 2013, he made the leap, leaving a stable job to start his firm with longtime friend and collaborator Jorge Toscano. Since then, Kontexture has grown to include two offices - one in Phoenix and another in Hermosillo, Mexico - and in 2018, they expanded into construction by launching a design-build company. Daniel is joining us today to discuss betting on yourself, building with intention, and creating a firm from the ground up - all themes at the heart of today’s topic. Let’s start at the moment just before you decided to launch your own firm - what pushed that decision from a long-time idea into something real? The first time I played with the idea of opening a firm with another colleague from the first firm I was working at was in 2007 right before the recession. We quickly realized that was not good timing so we decided against it. Looking back that was a really good thing, I was only two years out of school and still very green. After weathering the recession at Smithgroup and getting licensed while there, I started taking on some side work. I got an offer from another firm to move there as the principal was thinking of retiring soon and was looking to have someone take over. After being there for a year, on a Friday night at 1:00 am while still at the office I decided that this is the time. I already had a steady stream of clients and projects that I was doing on the side (moonlighting) Binkowitz Residence - Kontexture You didn’t start Kontexture alone - can you talk a bit about that partnership and how you and Jorge divided up the early responsibilities? I started Kontexture with Jorge whom I met while we were both in first year at the U of A. We always talked about starting a firm together, even while in college. Early on we were each responsible for our own projects, from early meetings with clients, to design, construction documents, Construction Administration, etc. But we have identified early what each of our strengths were and we worked off of that. Jorge is a stronger designer and I am more technical. Marigold Dispensary - Kontexture When you first opened your doors - how did you find work? Did you chase the kind of projects you wanted, or take what came? We started the firm with about 20 small projects that we were both working on, on the side. Once we started the phone kept ringing and we kept getting work based on recommendations from engineers we were collaborating with, contractors and most important, the clients we had were recommending us. We did not have to chase any projects, but we were not being selective either, we took everything that came our way. Tica Residence - Kontexture What were some of the most unexpected early challenges - not design or technical ones, but the business side: contracts, accounting, finding your first hire? Funny you mention that. Contracts were the biggest challenge. Neither Jorge or I had any experience at the previous firms putting proposals together, we were not in the positions where we had access to that information. It was that difficult for residential work, but for commercial, we were using google to find out how to charge for projects, so between price per square foot and percentage of construction costs, we were either really high and not get the project, or too low as the client couldn’t sign the contracts fast enough. So that was challenging, even 12 years in we still sometimes run into that. The first official hire was this guy Michael that I knew back in Tucson, and he was moving from New York to Phoenix to be with his girlfriend, so it was
