Liz Wasson Coleman, CPSM
Since 2021
Active
SMPS Seattle member
AEC marketing professional
Liz drives comprehensive marketing strategy and brand evolution for Johnston Architects, a woman-owned Pacific Northwest design firm founded in 1991 by Mary and Ray Johnston. As Principal + Marketing Director, she leads marketing strategy, proposal and interview processes, public relations, business development, digital storytelling, and brand implementation for a 30-person firm celebrated for exceptional architecture through intelligent, conscientious, and sustainable design.
Her expertise spans architecture, construction, and design marketing with deep specialization in brand development, strategic positioning, content creation, and client experience. Liz brings comprehensive knowledge of civic architecture (public libraries, community centers), multifamily and mixed-use development, custom residential design, hospitality, education, and nonprofit spaces serving communities throughout the Western United States and Canada.
With over 20 years of Pacific Northwest AEC industry experience, Liz has contributed to marketing excellence at premier firms including Johnston Architects, FORMA Construction Company, Ankrom Moisan Architects (where she led a five-person team supporting seven project sectors across three West Coast offices), and BOXWOOD (integrated design studio specializing in winery design and branding). Her diverse background across architecture, construction, and niche design sectors provides valuable cross-disciplinary marketing perspective.
Liz’s proven track record includes supporting significant office growth (Seattle office expansion from 40 to 90+ people at Ankrom Moisan), successfully navigating firms through economic challenges, and strengthening brand presence through strategic storytelling and authentic community building.
Liz demonstrates exceptional professional leadership through her CPSM certification achievement and distinguished service to SMPS Seattle, serving as Chapter President (2021-2022), President-Elect (2020-2021), and Past President (2022-2023), with continuous Board of Directors membership since 2019. Her multi-year leadership commitment reflects deep dedication to advancing AEC marketing excellence throughout the Pacific Northwest region.
Under her presidency, SMPS Seattle strengthened professional development programming, enhanced member engagement, and reinforced the chapter’s position as one of the most dynamic in the Pacific region. Liz’s leadership style emphasizes mentorship, collaboration, and authentic community building—values she brings to every aspect of her professional practice.
As a recognized thought leader and presenter, Liz has shared expertise on branding and identity guidelines through SMPS chapter presentations, including “Elevating Your Marketing Through Practical Branding & Identity Guidelines” for SMPS Wichita (May 2024), where she provided examples of successful brand guideline documents from A/E/C firms of varying sizes and disciplines.
Liz’s commitment to professional development extends beyond SMPS leadership to include earned certifications in AEC Diversity, Equity & Inclusion, Design Build Workshop, and General Contractor/Construction Manager Workshop, demonstrating comprehensive understanding of construction delivery methods and equity practices that enhance strategic marketing counsel.
Her career trajectory from office manager roles through marketing coordinator, manager, and associate positions to firm Principal demonstrates sustained professional growth and expanding strategic impact. Johnston Architects’ recognition of Liz’s contributions through promotion to Principal in February 2023 reflects her integral role in firm leadership and long-term strategic planning.
As a published writer, Liz has authored thought leadership articles on topics ranging from historic preservation (“New history in the making at 18th & Union,” “Seattle rocker and photographer rework historic building at 18th and Union”) to wine industry branding (“Red Mountain AVA Alliance: From a Stick to a Canopy,” “It’s New School (not Old School) at the Northwest Wine Academy”), demonstrating versatility in storytelling across diverse market sectors.
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