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Most architects fear that free work devalues their profession. But what if there was a way to offer pro bono design without losing money—and even turn it into projects that fuel your practice?
In this episode, Enoch Sears speaks with Chris Bryant, founding director of Alma-Nac. Together, they explore a bold approach that mixes generosity with business sense and how it has led to opportunities that would never have appeared otherwise.
Chris shares lessons from the early days of “free architecture” to a structured model that now supports communities, wins trust, and even sparks funding. Along the way, you’ll hear stories of risk, trial, and surprising payoffs.
In this episode, you’ll discover:
The overlooked move that turned “free” sketches into serious work.
Why a simple outreach strategy was harder than expected—but worth it.
How one pro bono project unlocked resources beyond anyone’s guess.
To learn more about Chris, visit their website: https://www.alma-nac.com/
00:00 Intro
01:45 Why Free Work Isn’t Always Killing Your Practice
04:12 The Market Stall That Landed Their First Paying Clients
07:38 From Nepotistic Favors to a Structured Pro Bono System
10:55 How 27 Applications Changed Who Gets Access to Design
13:20 The £6K Investment That Unlocked £80K in Funding
16:44 How a Free Sketch Turned Into an 18-Home Dream Project
19:30 Getting Upstream: Where the Real Profit Hides
22:15 Why Giving Away Expert Time Is Harder Than It Looks
25:08 Cold Calls Got Easier When We Stopped “Selling”
27:42 The Reframe That Kills Your Fear of the Cold Call
30:19 Why a Healthy Bank Balance Makes You a Better Designer
33:05 The “Tortured Artist” Trap That Keeps Practices Broke
35:48 How Saying No to 90% Built Their Reputation
38:22 AI in Architecture: What’s Useful vs. What Falls Flat
41:10 The One Principle That Drives Every Decision Chris Makes
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