Oct 6, 2026
Building spaces of belonging: how SOCA translates cultural identity into architectural excellence
Shane Laptiste, Co-Founder of SOCA, explains how centering cultural identity and spatial justice drives architectural excellence and business growth.
Authored by TELUS Business
Transitioning from an established firm to launching your own practice demands more than technical mastery. It requires a clear vision, a willingness to challenge industry norms and the business discipline to build something that lasts. For Canadian business owners, the real test lies in turning a distinct purpose into a sustainable, competitive business.
That's where purpose-driven leadership transforms industries. As an award-winning architecture and urban design practice, SOCA (Studio of Contemporary Architecture) is crafting a narrative around the design of Canadian cities by centering its work on culture and community. By combining rigorous research with inclusive design and sound operations, SOCA proves that social impact and commercial viability go hand in hand.
Shane Laptiste, Co-Founder and Principal at SOCA and past #StandWithOwners winner, shares his perspective on stepping out on his own, leveraging storytelling to build trust and balancing purpose with profitability.
Moving from an established firm to launching your own practice is a major leap. What gave you the confidence to take that risk?
It was intimidating, and I knew I would never feel fully prepared. But after nearly 15 years in architectural practice, I began to see opportunities in community and recreational projects that I felt confident taking on. Launching a practice felt like a way to contribute my own perspective to that work.
I also understood that architectural experience doesn’t automatically translate into running a successful business. I built my confidence by taking courses, enrolling in an entrepreneurial mentorship program, speaking with other founders and learning more about practice management.
Teaming up with my co-founder, Tura Cousins Wilson, was another important step. Our partnership gave us the opportunity to test and develop ideas together, draw on our respective strengths and expand our network. Early projects, such as a soccer clubhouse in Collingwood, Ontario, helped build our confidence and gave us momentum through those first few years.
"Confidence came from preparation, evaluating the risks and trusting myself to learn the rest through experience."
Starting a business around a distinct philosophy can feel risky. How did you navigate the early days of building a brand rooted in culture and identity?
We began with a firm commitment to centre culture and identity in our work. In the early days, that meant strengthening community ties and building relationships with clients who shared our vision.
To build capacity, we pursued public sector projects, with clients such as the City of Toronto and Norfolk County, alongside private clients such as collector and arts leader Kenneth Montague. We treated each project as an opportunity to learn and refine our approach. We also sought out community spaces and not-for-profit organizations with aligned values, including the Wildseed Centre for Art & Activism in Toronto, Canada’s National Ballet School and most recently Montreal’s Centre culturel afro-canadien de Montréal (CCAM).
Those relationships helped us build a practice whose identity comes through in the work itself. We’ve continued to develop strong relationships with clients who see culture, inclusion and belonging as essential to great architecture and integral to design excellence.
In professional services like architecture, traditional advertising rarely works. What non-traditional marketing approach helped SOCA build national credibility?
What helped us build credibility was being intentional about our point of view and discussing it consistently. This was true with our work that was included in the 2023 Venice Biennale of Architecture that focussed on combating gentrification and displacement in Toronto’s Little Jamaica and a Black History Month keynote lecture at McGill University. Through teaching, exhibitions, talks, and conceptual projects, we shared our approach and engaged in conversations that we cared about. This helped us build relationships and trust, and over time this established credibility beyond our projects.
“Storytelling's been our most powerful marketing approach. It allows us to articulate our values and vision far more clearly than a traditional portfolio would.”
How do you align design and marketing so that your creative vision and business strategy tell the same story?
For our projects, whether conceptual or built, the architectural design, research, communication and business strategy are all expressions of the exact same values. For example, our work on the Samuel and Martha Adams Memorial in Oakville engaged with community members to tell the story of 19th century Black settlers who were integral in building the community. Their stories informed the materials that were used in the design and strengthened the story that we told.
If we state that SOCA cares about belonging, cultural identity, community and design excellence, people should see immediate proof of those ideas in our built work. That alignment is essential because clients can instantly see when an approach is superficial. A strong vision must be backed by a consistent process. Every project must respond y to its place and community while maintaining a clear, recognizable conceptual foundation.
As a co-founder, how do you protect your creative energy while navigating the daily demands of scaling a firm?
It's a constant balancing act. As a practice grows, leadership demands, including administrative tasks, can easily consume your week, leaving very little time for design.
Protecting creative energy means being intentional about where each person on the team can contribute most effectively. That requires trusting the team, delegating real responsibility and stepping back from minor decisions. Outside work, like teaching design studios at the University of Toronto and McGill University, creates space to explore larger ideas and questions that then feed back into our projects.
“The goal isn't to separate business and design, but to structure the firm so the business empowers creative work instead of consuming it.”
How do you cultivate a company culture at SOCA that reflects your values of inclusivity, collaboration and shared ownership?
We try to build a collaborative environment where a range of perspectives and ideas become integral to the project. Our strongest work often emerges when people with different experiences contribute in a meaningful way.
We want everyone who we collaborate with to understand the overarching goals of a project, not just their individual tasks. As team members grow, we give them opportunities to lead conversations, make strategic decisions and guide projects.
“Culture requires ongoing effort. It's not something you set once and forget. The workplace must continually remain a space where curiosity, collaboration and diverse viewpoints are genuinely valued.”
As a past #StandWithOwners winner, how has national recognition impacted your growth and confidence as a leader?
Entrepreneurship can often feel isolating, so winning was a meaningful moment to step back and celebrate our progress. It validated that our story resonates outside of the architecture world. Our work is about design, but it's equally about culture, community and expanding who gets to shape Canadian cities.
The experience reinforced that business owners shouldn’t underestimate the power of their narrative. Clients connect deeply with the vision and stories that support a company’s mandate.
What’s your advice for business owners trying to build a profitable business that also makes a meaningful impact?
A sustainable business creates the capacity to make a lasting impact. This allows you the freedom to pay your team fairly, take creative risks, fund research and to consider which work most aligns with your values.
The distinct perspectives of those who lead companies, sets you apart. SOCA's most impactful work has grown directly out of critical questions surrounding Black communities, cultural memory, spatial belonging, and urban equity.
"Purpose gives you a reason to start, but a strong business allows that purpose to make a lasting impact."
As a proud supporter of Canadian business, TELUS Business is celebrating Small Business Month with savings on the right tech for your business, expert advice to help you grow and exciting giveaways. Whether you need reliable business internet, mobile plans or IT solutions, we have the infrastructure to support your journey. Explore our Small Business Month deals or connect with a specialist today to build a custom growth package.
Want to hear more about driving change through inclusive design? Listen to Shane's episode on the DEI-ving In, a TELUS Business Podcast
