Purpose: Professional communities are capable of maintaining their social status and role in society on the basis of a blend of technical and formal expertise, know-how, and an understanding of the non-professional's demands and expectations. In architectural work, professional expertise largely centres on the visual capacities of the architect, his or her ability to extract useful information and communicate objectives and ideas on the basis of visual artifacts. However, this professional vision must always be double in terms of alternating between professional and non-professional ways of seeing. The purpose of this paper is to address these issues. Design/methodology/approach: The research was based on a case study of a Scandinavian firm of architects, Blue Architects (a pseudonym). Findings: The findings suggest that practising architects are highly aware of the societal role of their profession and the fact that there are a number of routines and mechanisms instituted by the firm which help the architect, newcomers as well as the more seasoned members of that community, to bridge and combine these two elements of their professional vision. Originality/value: The study suggests that professional vision is a key term when examining visually-oriented professions. However, this capacity to "see as an architect" does need to be a kind of split vision; both seeing as and seeing beyond the visual artifact produced. The study thus contributes toward understanding visually-oriented professions and their relationship with lay knowledge.