Successful projects do not happen by accident — they’re the result of a clear vision backed by meticulous planning. At ABLA, an architectural and design firm, this strategy starts with an understanding that no two developments are the same and each requires a flexible, nuanced approach for it to flourish. ABLA Vice President Brian Rogers has spent nearly two decades working on large-scale master-planned communities across the Southwest. Rogers approaches design both creatively and strategically disciplined, focusing on how early planning decisions shape how communities’ function, phase and perform over time.
AZRE magazine sat down with Rogers to learn more about his experience, how he approaches projects and how he sees large-scale planning shifting.
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The following responses have been edited for clarity and length.
AZRE: What has your two decades of experience working on large-scale master-planned communities across Arizona, Texas and California taught you?
Brian Rogers: It has required a level of adaptability, as each region brings its own context, challenges and expectations. That’s pushed me to grow in how I approach both planning and design. Over time, that experience has helped me develop a broader perspective. I’ve had the opportunity to operate at multiple scales — from large master-planned communities down to more intimate spaces where detail and materiality come to life.
AZRE: How do you approach each project?
Brian Rogers: It comes down to three core ideas. First is being original by design — we focus on understanding the land, context and client vision to create something authentic that defines identity. Second is being adaptable; every project has variables — site conditions, market shifts, stakeholder input — and we use that complexity to refine and elevate the outcome. Third is being intentional; every decision, from early planning through execution, is made with purpose and tied to the long-term success of the community.
AZRE: What shifts are you seeing in how large-scale communities are being planned and delivered across Arizona?
Brian Rogers: We’re seeing a shift toward more experience-driven planning. Buyers are focused on the full community — arrival, amenities, connectivity — not just the home. At the same time, expectations have risen, so developers are placing more emphasis on identity and differentiation. Environmental factors are also becoming central to planning decisions. With longer timelines, there’s a greater need for flexibility.
