With around 1.5 million followers and one of the largest architecture channels in Brazil, the creator of Doma Arquitetura combined authenticity, management and business vision to transform its digital presence into a client and partnership generation machine.
“These ten years of experience before sharing anything made all the difference. It’s one thing to talk about a curiosity; it’s another to share content that you master, that you really feel confident about”, says Patrícia Pomerantzeff, founder of Doma Arquitetura.
Her office turns 20 in 2025, but a decade ago the architect decided, literally, to open the doors of her works and processes on social media. Today, what started as a side project has turned into one of the most accessed architecture channels in Brazil.
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There are around 2.5 million followers on YouTube and Instagram, in addition to an operation that serves customers in more than 12 countries.
The architect and businesswoman was the guest on the fourth episode of Level Uppodcast presented by Roberto Indech, head of institutional relations for variable income at XP.
A content-driven business
Patrícia’s entry into the digital universe wasn’t exactly planned. Married to a financial market professional who, during the 2015 crisis, went to work at a producer of large YouTube channels, she saw an opportunity arise: there was a lack of a female channel on the market that talked about home, decoration and “do it yourself”.
Even though she was shy, she decided to record and keep her first video in a drawer for six months. Finally, he posted it. “Lucky or not, the first three videos went viral. And then we got excited, right? I realized it was good to do that”, he recalls.
The bet paid off quickly. After just five months of being on the channel, Doma was already among the biggest architecture channels in the country. Brands started looking for Patrícia, and the first advertising contracts came sooner than expected. “I had projected two years to start monetizing, but it happened in less than six months”, he says.
Today, 99.9% of the office’s projects come from social media. The architect remembers that the jump in demand was immediate: “I went from 10 years of working from home alone to 150 quote requests per week. It was crazy”, says the businesswoman.
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To cope, he structured a team, created processes and launched remote service in 2018, two years before the pandemic.
“The internet has no borders. Today we serve customers from all over Brazil and 12 countries. I had to learn to say no so as not to compromise quality.”
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Business, influence and future
Over time, Patrícia professionalized the operation and, together with her partner Fernanda Assunção, created Academia Doma, a course aimed at architects and designers that teaches how to structure and manage an office efficiently. Unlike many creators, Patrícia chose to maintain her professional focus on the networks.
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“I don’t show much of my personal life, almost nothing of my family. It’s a choice. I think it’s important to show that the internet is a job and, like any other job, we need to organize ourselves to stop too.”
Even though she is a reference, she sees competition as positive, a way to boost work. And she reinforces the importance of authenticity: “I’m not an actress, I didn’t do theater. Sustaining a character would be impossible. I talk to the camera like I talk to my team and my clients.”
Doma has grown, diversified and is now supported by three pillars: the architecture office, the content channel and the Doma Academy.
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Furthermore, Patrícia created a line of collections in partnership with major brands, a model that has been consolidating itself as a relevant source of revenue.
To find out more details about the company’s history and learn about its strategy for the future, watch the full episode on Level UP. The program is available at and in its podcast version on the main streaming platforms.
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Level UP
Level Up is InfoMoney’s newest program. Roberto Indech, head of institutional relations for variable income at XP Inc., presents a relaxed chat with influential and relevant people in their respective niches, from different market segments, who enhance their businesses through personal social networks. Check out new episodes every Wednesday at 7pm.
