A network from AVIXA
In architecture, engineering, and construction (AEC), integrating complex audiovisual (AV) systems into building designs often involves navigating a language barrier. Architects focus on aesthetics and user experience, engineers prioritize structural and mechanical efficiency, and contractors manage schedules and budgets.
It is not easy to communicate the technical aspects of AV systems in a way that resonates with project Owners and their AEC team.
Misunderstandings can arise without a clear translation of AV requirements into the AEC team's language. Design elements may be misaligned, critical infrastructure requirements may be overlooked, or key opportunities for integration may be. The result? Delayed timelines, increased costs, and frustration among team members.
To secure a seat at the table and become a valued partner, AV integrators must learn to bridge this communication gap by translating technical complexity into actionable, relatable information.
To become a trusted technical translator, AV integrators must develop a communication strategy that aligns their expertise with the goals and priorities of the AEC team. Here’s how to do it effectively:
Learn the design and construction process, including key milestones like schematic design (SD), design development (DD), and construction documents (CD). Familiarize yourself with the tools and standards AEC professionals use, such as Building Information Modeling (BIM) and CSI MasterFormat.
Avoid overwhelming stakeholders with technical jargon. Instead, translate AV requirements into terms that align with their priorities. For architects, emphasize how AV systems enhance aesthetics and functionality. For engineers, focus on infrastructure and load requirements. For contractors, address installation timelines and cost implications.
Present AV solutions through drawings, renderings, and 3D models that integrate with architectural and engineering plans. Visual aids make complex systems easier to understand and facilitate collaborative decision-making.
Participate in design meetings early and regularly. Offer insights on how AV systems can align with the overall project vision. Use these opportunities to clarify infrastructure requirements, such as conduit paths, power needs, and acoustical considerations, ensuring they’re addressed before construction begins.
Leverage collaboration tools like BIM to provide precise system layouts and identify potential conflicts before they arise. Use standard formats for specifications and submittals that align with AEC documentation processes.
By becoming a technical translator, AV integrators build trust, foster collaboration, and ensure their systems are seamlessly integrated into the design process.
For example, an AV integrator working on a corporate headquarters project translated complex conferencing system requirements into architectural and electrical drawings, ensuring the design team could easily incorporate the system into their plans. The project was finished on time, and the AV systems were seamlessly integrated, earning praise from both the architect and the client.
In a collaborative industry like AEC, technical expertise alone isn’t enough. To maximize your impact and build lasting relationships, you must learn to translate AV complexity into actionable insights that align with your partners’ goals.
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Welcome to A Blueprint for Growth: AV Success Strategies in the AEC World, a new weekly AVIXA xChange series designed to help AV integration firms thrive by forging stronger collaborations with architects, engineers, and contractors. To learn more, connect with Craig Park at CatalystFactor.
As an architect by training (BS Architecture, Cal Poly SLO) and a collaborative technologist with four decades of practice, I’m passionate about mentoring the next generation of AV professionals at the intersection of technology, strategy, and leadership. I have been active in AVIXA since 1986 and served on the national board from 1993–2000. I am a Fellow of the Society for Marketing Professional Services (SMPS) and an Associate member of the American Institute of Architects.
I serve as Director of Digital Experience Design at Clark & Enersen, a 200-person interdisciplinary architecture and engineering firm, where I lead the planning and design of integrated audiovisual and digital experience environments for higher education, healthcare, and research clients.
In parallel, through my personal advisory practice at CraigPark.Company, I counsel AEC and technology organizations on business strategy, collaborative design and delivery, and growth leadership.
My expertise spans systems design, integrated building technology planning, and strategic business development. I bring an award-winning, B2B design-thinking approach developed through leadership roles with national AEC and technology firms.
Across both institutional and consulting roles, I have led marketing and growth strategy, designed future-ready learning and simulation environments, and helped organizations implement AI-powered tools that scale expertise and performance.
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What a great article! This is the kind of talk we Av professionals need so bad. To recognise the we live inside of a bigger ecosystem and, if anything, we are the ones that are new so, we need to teach others and make a double effort to comprehend other specialties in order to be accepted as one.
Thank you. That's why I started publishing this series.
Hello, great observations, and I generally agree with all of this (I have an article pending for Sound & VIdeo Contractor on the same topic). But beyond communication there is still an essential disconnect that is not usually addressed--at least not on projects I've experienced.
What we call AV (or more broadly all the technology that falls outside of traditional electrical work in construction projects) is still seen as an add-on, not a central component of the design process. If we are really going to make this a less chaotic process, with better outcomes, the AEC world needs to add a T for Technology to the traditional MEP (mechanical/electrical/plumbing). AV, networking, DAS, etc. need to be considered as a critical utility, not something added later.
This also means bringing AEC up to speed on the developments that could change the way projects are designed. Just look at the "symbols" page of some typical commercial electrical or lighting drawings to see how out of touch things are getting!
Changing this will be tough, the AEC biz has methods and processes that are well entrenched, and nobody wants to bring in a new set of complications. Being fluent (and respectful) in their ways is definitely important to building trust, which will hopefully lead to a more open dialogue.
Thanks. We (my Digital Experience Design team at Clark & Enersen) do that exactly. The "T-sheets" contain the notes, schedules, details, plus plans, rcps, elevations & details for Division 27 & 28 AV, IT, and Security systems. Saves a lot of time and results in better coordination. We are fortunate to have an MEP team in-house too who were happy to move tech designs to their own space.
Yes, being able to work within an architectural firm, with in-house MEP, is great! The problem is how to bring that mind-set to the architecture firms that out-source whatever they don't do themselves. That works pretty well for MEP because the process is well established, but AV/network/security/etc. is still treated as secondary.
I might even argue (and I don't claim to be an expert on AEC by any means) that the Division model needs some updating. Div 27 includes "communications" in a large sense, and Div 16 (electrical and lighting) should be part of the same discussion with 27/28.
And so it goes... Thanks for your attention to this topic!