Welcome to the latest installment of Media Matters, an exclusive interview series by Fublis where we engage with leading professionals from the media industry, including journalists, editors, and writers, to explore the evolving media landscape.
In this edition, we feature Unnati More, a versatile architect-turned-editorial writer, who has built a successful career in architectural journalism. Unnati’s journey from studying architecture at LS Raheja School of Architecture to becoming the Associate Editor at Biltrax Media highlights her passion for both design and storytelling. In this insightful interview, she shares her experiences, from the initial spark that led her to architecture, her transition into journalism, and the valuable lessons she’s learned along the way. Unnati offers a unique perspective on blending technical expertise with creative writing to bring architectural stories to life, and her work continues to shape the narrative of the construction industry.
What inspired you to pursue architecture at LS Raheja SOA, and how did your academic experiences shape your career path?
Unnati More: From a young age, I was captivated by documentaries like ‘BIG’ and ‘Mega Structures’ on Discovery and National Geographic. Watching these shows, I was mesmerized by the marvel of these structures and, more importantly, the intricate ideologies behind them. The design processes, the challenges faced, and the ingenious solutions that brought these mega structures to life fueled my curiosity and excitement.
At that time, I didn’t fully realize that this fascination was rooted in architecture and construction. It wasn’t until I reached the 9th grade and was introduced to the field of architecture by one of my professors that everything clicked into place. My curiosity deepened, and I began to research the profession. The idea of one day standing in front of a structure that I had designed, one that could evoke the same awe I felt as a child, became a driving force for me. This passion and desire to create led me to pursue architecture at LS Raheja SOA, where my academic experiences further shaped my vision and honed my skills in the field.
How did your architectural education influence your approach to writing and content creation?
Unnati More: My architectural education profoundly influenced my approach to writing and content creation by instilling a deep appreciation for structure, detail, and creativity. In architecture, every design starts with a clear framework, and that same principle applies to my writing. I learned to approach each piece of content with a solid outline, ensuring that it has a logical flow and strong foundation before adding the finer details.
Additionally, architecture taught me the importance of considering the audience—whether it’s a client, a user, or a reader. Just as a building must be both functional and aesthetically pleasing to its occupants, content must be engaging and informative to its readers. I also bring a creative problem-solving mindset to my writing, constantly seeking innovative ways to present ideas, much like finding unique design solutions in architecture.
What motivated you to start your career in architectural journalism, and how did RTF contribute to your early development as a writer?
Unnati More: I discovered architectural journalism during a major workshop in my fourth year at LS Raheja. It was a turning point for me, as I realized I was more drawn to exploring and narrating the stories behind existing architectural marvels than designing new ones. While architecture is about creating and bringing structures to life, I found it even more compelling to convey the intentions, ideas, and emotions of architects through words. I wanted to translate the essence of their designs—the thought behind every line drawn—into narratives that resonated with readers.
Rethinking The Future (RTF) came into my life at the perfect time, serving as a catalyst for my development as an architectural journalist. Although writing about architecture intrigued me, I initially struggled with where to start and how to craft content that was both informative and engaging. RTF provided me with the guidance and structure I needed, helping me refine my writing tone to suit architectural journalism. Through this experience, I learned how to maintain a professional yet captivating tone, which is essential for connecting with readers in this niche. By the end of my time with RTF, I could see significant improvement in my writing, with a deeper understanding of how to effectively communicate architectural concepts.
How did your work help you build the skills necessary for your role today at Biltrax Media?
Unnati More: My journey toward becoming an Associate Editor at Biltrax Media was shaped by a combination of hands-on writing experience and a deep understanding of the architecture and construction sectors. Early in my career, I honed my skills in architectural journalism, where I learned the importance of thorough research, attention to detail, and the ability to present complex information in an engaging and accessible manner. These skills were crucial as I transitioned into my current role at Biltrax Media, where precision and clarity are paramount.
At Biltrax Media, a construction analytics platform, my role involves not only editing and curating content but also ensuring that the information we provide is insightful and actionable for our audience. The analytical approach I developed in my previous roles, combined with my passion for storytelling, has enabled me to create content that bridges the gap between data and narrative. This ability to transform technical details into compelling stories has been instrumental in my success at Biltrax, allowing me to contribute to the company’s mission of delivering valuable insights to stakeholders in the construction industry.
What are your primary responsibilities as an editorial writer at Biltrax Media, and what topics do you focus on?
Unnati More: As an Editorial Writer at Biltrax Media, my primary responsibilities involve crafting critical articles for our platform on a daily basis. This requires me to sift through extensive data, staying attuned to the latest developments in the construction industry, including upcoming projects, emerging trends, and significant innovations. I focus on identifying compelling topics that resonate with our readers, ensuring that each article not only informs but also engages our audience.
In addition to writing, I also manage the media backend, which includes optimizing content for SEO, analyzing website performance, and maintaining the overall functionality of the site. Given that Biltrax Media is centered around the construction sector, I focus on topics that reflect current trends, key industry shifts, and technological advancements. My role is to ensure that our content is both relevant and insightful, providing our readers with valuable perspectives on the evolving landscape of the construction industry.
How does writing for a construction analytics firm like Biltrax Media differ from other forms of architectural journalism?
Unnati More: While I still write about architectural marvels, which is a part of my profile, my role at Biltrax involves a broader scope and greater responsibility. For instance, I recently authored a series of zonal-specific articles that provide a comprehensive overview of India’s construction landscape across various sectors. This type of content requires not only a deep understanding of architecture but also an analytical approach to interpreting data and trends within the construction industry.
Unlike traditional architectural journalism, where the focus is often on storytelling and design aesthetics, writing for Biltrax Media demands a high level of credibility and accuracy. I’m not just referencing prominent websites; I’m responsible for ensuring that the information we publish is reliable and backed by data, as our readers rely on our insights for making informed decisions in the industry.
Another difference lies in the nature of content creation. Architectural journalism often revolves around the narrative of a single project or designer, while at Biltrax, my work involves analyzing broader industry trends, upcoming projects, and innovations. This requires a balance between technical analysis and engaging storytelling, ensuring that our articles are both informative and accessible to a diverse audience, including industry professionals and stakeholders.
How has your understanding of architecture evolved since you transitioned into journalism?
Unnati More: Since transitioning into journalism, my understanding of architecture has deepened, making me more curious than ever before. What we observe in a finished building is often just the tip of the iceberg, with so much more happening beneath the surface. Through my writing and research, I’ve come to appreciate the complexities involved in every architectural project—the technical challenges, the approvals, and the multitude of problems that architects and designers must navigate.
This journey has made me realize that architecture is not just about creating visually appealing structures, but also about how effectively a design communicates the architect’s original vision to the end user. The success of a project is ultimately measured by how well it satisfies those who interact with the space. As a journalist, I’ve gained a greater understanding of how architecture is an intricate process that balances creativity, technical precision, and user experience.
My role has also allowed me to explore the broader implications of architecture—how it shapes and is shaped by cultural, social, and economic factors. This holistic perspective has enriched my appreciation for the field, making me more aware of the myriad elements that contribute to the built environment and the lasting impact it has on people’s lives.
How do you stay updated with the latest industry trends, and how does that influence your writing?
Unnati More: Staying updated with the latest industry trends is crucial for my role, and I start my day by reading newspapers to catch up on current events and developments. In addition to this, I regularly review construction magazines and industry reports, which provide valuable insights into new projects, technological advancements, and market trends.
I also engage with webinars, conferences, and workshops to deepen my understanding of emerging trends and innovations. Social media platforms, particularly LinkedIn and Twitter, are valuable for following industry leaders and participating in relevant discussions.
This comprehensive approach ensures that my writing remains relevant and informative.
How has your journey from an architecture student to an editorial writer shaped your professional identity?
Unnati More: My journey from an architecture student to an editorial writer has been both challenging and transformative. Initially, transitioning from the design-centric world of architecture to the analytical and narrative-focused role of an editorial writer was a significant shift. As an architecture student, my focus was primarily on design principles, technical details, and project execution. However, moving into journalism required me to adapt to a new set of skills, including research, data analysis, and crafting compelling narratives.
I’ve learned to appreciate the broader implications of architectural projects and their impact on society, culture, and the environment. This transition has also helped me develop a unique voice in my writing, combining my architectural knowledge with a journalistic approach. It has allowed me to bridge the gap between technical expertise and engaging content, offering readers valuable insights into the construction industry. Ultimately, this evolution has shaped me into a more versatile professional, capable of contributing to the field from multiple angles.
What personal or professional achievements have you been most proud of since you started working in architectural journalism?
Unnati More: To begin with, my experience working with Rethinking The Future (RTF). Writing for RTF was not just a professional milestone but a deeply personal one. Each article was like a creative challenge that allowed me to pour my heart into conveying the stories behind architectural innovations. Seeing my work published on such a respected platform was immensely fulfilling—it felt like a validation of my passion and efforts.
My latest achievement at Biltrax Media has been equally exciting. When I saw several of my articles ranking in the top 3 on Google’s search results and surpassing 20,000 views, it was a surreal moment of triumph. The joy of seeing my hard work resonate with so many readers is something I cherish deeply. These experiences have been incredibly motivating, and I’m eagerly looking forward to future achievements and continuing to grow in this dynamic field.
