Located just south of downtown Dallas in the Cedars neighborhood, we are deeply rooted in our commitment to challenge the status quo in the city’s ever-evolving neighborhoods. As a true client partner, we work collaboratively to create exceptional projects and to unite communities through purpose-driven planning and design-forward architecture. Our design philosophy is based in a belief that, like the city, architecture is a dynamic platform, affecting and being changed by its occupants. We embrace this two-way influence, adapting to user demands while changing how people think, live, and see the world. We believe that architecture can have an impact at all scales – the city, the site, and the individual.

take risks.
explore what-ifs.


Our founding team members have worked within the Dallas-Fort Worth area for decades, completing award-winning projects while also participating in many community efforts. As a result, they became deeply immersed in the city and dedicated to its continued evolvement


This commitment led to the formation of the firm and an overall appreciation for projects that could be exceptional in design and functionality while also enhancing the surrounding community.

Justin Parscale

Partner & Managing Director

Raised with humble beginnings in Enid, Oklahoma, Justin is competitively determined and enthusiastically pursues his goals until they’re achieved. This mindset sets him apart as both an individual and a professional as he strives to serve as an advocate for his clients and for Parscale Group. His greatest advice to aspiring young professionals is to “take risks, explore what-ifs and deliver,” which is Parscale Group’s company motto.

Extending his influence beyond the design industry, Justin serves on the board of the Barack Obama Male Leadership Academy, an institution that strives to improve student achievement through the core ideals of academic achievement, brotherhood, character, and perseverance. Justin is a member of the Dallas Regional Chamber’s Leadership Dallas – Class of 2019.


Upon graduating from Oklahoma State University College of Engineering Architecture and Technology in 1996, Justin and his family moved to Boston where he began his career at Architectural Resources Cambridge working on the campus of Harvard University. Later moving to Dallas where he joined BRW architects, Justin has spent the last 19 years of his professional career advancing the Dallas offices of Perkins&Will leading projects in multiple markets including K-12, Higher Education, Healthcare, Multi-family, and Office. Those curated relationships and his diverse experience led to his decision to start Parscale Group with his talented partners. Justin lives in East Dallas with his wife and is proud of their now-adult children – one of which is an elementary school teacher and the other a Dallas firefighter.

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Ryan Roettker

Partner & Design Director

Born in Cincinnati, Ohio, Ryan has lived and worked across the United States, Europe, and Middle East designing projects covering a diverse set of programmatic, cultural, and urban conditions. Employing a research-based design process, he has developed award-winning designs that are innovative, but grounded, in a deep understanding of the context, culture, and client of each project. This range of experience, working at the intersection of architecture and urban design, has instilled a belief in the power of design to improve the public realm and strengthen communities and cities.

While studying at the University of Cincinnati, Ryan interned with renowned design firms including NBBJ, Perkins&Will, JDS Architects, and Johnston Marklee through the University’s Co-operative Education Program. After graduating in 2010, he worked in both the Riyadh, Saudi Arabia, and Copenhagen, Denmark, offices of Henning Larsen Architects, providing him experience in a broad range of project types and contexts.


Shortly after moving to Dallas in 2012 to join the Design Studio of Perkins&Will, Ryan co-founded the non-profit organization Design Future Dallas with like-minded design advocates to bring together design professionals from multiple disciplines to elevate the quality of design discourse in Dallas. The group hosts community design charrettes, organizes design competitions, and creates installations resulting in renewed public dialogue about the city’s urban condition and sparking real change, such as the summer-long closure and transformation of Crowdus Street in the historic Deep Ellum neighborhood into a linear public park.


Ryan lives with his wife and two daughters in East Dallas and enjoys cycling around White Rock Lake and teaching his daughters how to use the rock-climbing wall he built during the pandemic in the garage.

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Matthew Prigmore

Partner & Director of Operations

Early on in his career, Matt became fascinated with the idea of a master craftsman, someone who is well-rounded in many phases of a project. As a result, he spent time building a deep understanding of the entire project delivery process, from estimating to on-site project engineering. As an architect, he believes in a careful attention to detail and creating a story through built form. To him, architecture is about creating space that excites, engages, and inspires.

Matt has held a keen interest for design and construction from a young age. While attending a small college in Memphis, he took an architecture class and rediscovered his childhood passion. He knew it would become his future. Shortly thereafter, he moved back home to attend the University of Oklahoma where he graduated from the College of Architecture in 2003. He spent the next 18 years in Oklahoma and Texas working on design-build projects across the country. Matt brings the unique experience of overseeing the entire project design and construction process. In addition to traditional roles in architecture, he has also cross-trained in preconstruction and worked on site as a senior project engineer. From early collaboration with the client and design team to refinement of the details and execution of the work on site, his interest lies in guiding a project from idea to reality.


At home, he and his wife, who is an interior designer, are proud parents of two young boys. They promote a blend of art, music, sports, and outdoor pursuits with the view that a creative mind can solve any problem.

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