In this article we investigate how power relates to the production of creative identities and outcomes. We report on an in-depth case study of an award-winning creative architecture firm. Our data show how talk about creativity and the creative identities of architects can be analysed as effects of power. Theoretically, our study represents an investigation into the disciplining of professional architects' discourse about their selves, their organization, and their work. This article adds to debates on creative industries, demonstrating that creativity is deeply embedded in organizationally based relations of power.