In today’s market, clients expect more from their design teams. They want creativity, as well as speed, clarity, and confidence that ambitious ideas can be delivered. That expectation is especially important within WATG’s integrated practice,where advisory, planning, architecture, landscape architecture, and interiors come together as a collective design approach.
Managing Principal and Board Chair Bryan Algeo sees that balance as essential to client service, and he sees it in the work of Ersan Ethan Ilktan, a designer in the Los Angeles architecture studio.
In the following Q&A, Algeo and Ilktan shared their insights on the role of innovation in creating better design.
Bryan, what makes Ersan’s contribution so valuable to WATG and its clients?
ALGEO: Ersan brings a keen sense of innovative design to architecture. His genuine creative instinct, paired with advanced computational expertise, creates great value for our clients. What matters is how Ersan’s creative skillset enables us to document and deliver carefully crafted projects, which in turn improves outcomes for our clients. Ersan pushes the boundaries of workflow to preserve design intent and drive more nimble, informed decision-making as projects move from concept design through development and delivery.
Bryan, what does that mean in practical terms?
ALGEO: It means measurable results. Ersan was instrumental in pioneering a Rhino-to-Revit workflow, significantly improving how we translate complex design ideas modeled in free-form software, such as Rhino, into buildable documentation. This was particularly critical in developing the unique façade articulation for a major five- star hospitality project, where Ersan was one of the key designers. This approach reduced façade modeling time by an estimated 40 percent while clarifying design intent in ways that lowered construction costs. Ersan has also advanced our in-house photorealistic visualization tools, allowing our team to continue the design process internally and positioning us to generate polished, accurate visuals for client review.
Ersan, what are your thoughts on the role of technology in design?
ILKTAN: As a designer, the goal is always to lead with creativity and a distinct point of view to define spaces that connect with people and place. Advanced computational tools then allow that vision to be realized. By efficiently comparing multiple iterations, we create a more fluid link between design and documentation, giving more time back to what matters most: intentional design, creative collaboration, and a more informed process. One progressive approach is linking Rhino’s free-form modeling with Revit’s technical data, enabling us to explore ideas freely while maintaining the structure and precision required for coordinated Building Information Modeling (BIM) as projects develop.
Ersan, how do you apply that design strategy within WATG’s architectural process?
ILKTAN: Design is not linear. At WATG, we move between exploration, evaluation, and refinement, using technology to test ideas, iterate with precision, and sustain a high level of originality throughout the process. In hospitality, residential, and mixed-use projects, these tools connect design thinking with technical development, enabling teams to make more informed decisions earlier while maintaining a tailored, constraint-aware process.
Bryan, why does that matter from a client perspective?
ALGEO: Because clients benefit when a design team can be innovative and efficient, delivering solutions that are compelling and buildable. That combination is where WATG is strongest. As AI and other advanced tools become more fully integrated within the industry, they continue to extend these capabilities, but they cannot replace designer intuition, human reasoning, and experienced insight that ultimately inform each project. Designers like Ersan exemplify how these tools can be applied with intention, enabling more exploratory ideation and clearer project storytelling for our clients.
Ersan, what does that say about the future of design?
ILKTAN: The future is not about choosing between human creativity and digital capability, but about integrating both to elevate sustainable design. When combined effectively, they deepen people’s connection to place and experience while enhancing performance and long-term value. That is the kind of design I strive to bring to life.
Learn more at watgr.com.
